Toward Intuitive Nutrition Labeling in Japan: Integrating Consumer Comprehension Data and Experimental Gaze Measurement

This study investigates Japanese consumers’ comprehension of nutrition labeling and explores the potential of simplified front-of-pack (FOP) designs informed by behavioral economics and universal design. Using secondary data from a national survey (n = 5,758), we examined consumers’ understanding of carbohydrate composition, daily energy percentages, and sodium chloride equivalents. Results revealed substantial difficulties: only 23-24% correctly identified carbohydrate content, 39.9% understood daily energy percentages, and 20% recognized sodium chloride equivalents, with accuracy falling to 7.1% among individuals with hypertension. These difficulties were particularly pronounced among older adults and those with lower levels of education, highlighting inequities in accessibility. To complement these findings, we conducted a small-scale pilot eye-tracking experiment. Although preliminary, the experiment showed that under time constraints participants frequently skipped or overlooked key nutrition information, providing behavioral evidence that supports the survey results. Together, the dual approach of statistical and experimental evidence underscores the structural limitations of current labeling systems and demonstrates the need for more intuitive formats. We propose that battery-style FOP indicators could offer a promising solution by visually conveying nutrient sufficiency or excess, thereby supporting healthier food choices across diverse consumer groups in Japan.