The impact of Nutri-Score on elderly consumers’ perceptions

• The aging population in Italy faces health challenges related to diet. • NutriScore affects health perceptions and lowers taste expectations of food products. • Dietary regime generally increases perceived healthiness of products with NS. The growing aging population presents significant public health challenges worldwide, particularly in terms of nutrition and diet-related diseases. In Italy, where more than a quarter of the population is aged 65 and older, this issue is especially pressing. Many elderly individuals struggle to make nutritionally informed choices due to limited awareness and knowledge about food quality. This study examines the impact of the Nutri-Score (NS) label on the perceived healthiness of food products among Italian older adults. Applying a within-subjects experimental design, 557 elderly consumers, partially or fully responsible for household food shopping, evaluated five commonly consumed products—pasta, extra virgin olive oil, mozzarella cheese, canned tuna in olive oil, and milk chocolate bar—both with and without the NS label. Findings reveal that the NS significantly impacts health perceptions and decreases taste expectations across food products. Additionally, individual characteristics such as dietary habits and NS knowledge influence these changes. Policy makers and stakeholders should further explore the appropriateness of NS as an effective method to guide elderly consumers toward healthier food choices.