Labeling insects as healthy: How Nutri-Score shapes perceived healthiness and acceptance of insect-based foods

As insect-based foods continue to enter mainstream European markets, questions remain regarding the extent to which existing front-of-package (FOP) nutrition labels, such as the Nutri-Score label, retain their effectiveness when applied to these novel and potentially stigmatized products. Against this backdrop, the present research examines whether and how Nutri-Score labeling influences consumer perceptions and acceptance of insect-based foods. Across three experiments involving European consumers (total N = 804), the role of Nutri-Score in shaping perceived healthiness and acceptance was investigated. Study 1 reveals that insect-based products labeled with a Nutri-Score A are perceived as significantly healthier than those labeled with an E. Building on this finding, Study 2 demonstrates that Nutri-Score A enhances consumer acceptance through increased perceived healthiness. Study 3 further examines the moderating role of individual differences. Disgust toward entomophagy was found to weaken the positive impact of Nutri-Score A on perceived healthiness and, in turn, on acceptance. In contrast, health consciousness did not significantly moderate the effects. • Nutri-Score labels shape perceived healthiness of insect-based foods. • Higher Nutri-Score grades increase acceptance of insect-based foods. • Perceived healthiness mediates Nutri-Score effects on acceptance. • Disgust toward entomophagy weakens Nutri-Score's positive impact.