Although the Nutri-Score is widely visible on food packaging in Germany, its impact on the shelf is limited. This is shown by a recent consumer study commissioned by Foodwatch. Although 91% of respondents are aware of the coloured nutritional value logo on the front of packaging, only a small proportion regularly use it when making purchasing decisions.
According to the study by the agency Zühlsdorf & Partner and the Chair of Food Marketing at the University of Göttingen, a key problem lies in the lack of trust in the packaging labelling itself: Two thirds of consumers consider the Nutri-Score on packaging to be at least partially misleading, and more than half doubt its neutrality. The fact that the label is voluntary and is often placed on highly processed products with a questionable overall health image is viewed particularly critically.
There is also uncertainty when it comes to interpretation at the point of sale. Four out of five respondents stated that they were not sure how to correctly apply the Nutri-Score to packaging. As a result, the labelling loses its intended orientation function in the fast-paced everyday shopping environment.
At the same time, five years after the introduction of the Nutri-Score on a voluntary basis, the study shows clear potential for packaging design: two thirds of consumers would like to see the Nutri-Score placed on the front of all food packaging on a mandatory basis as well as more explanatory information. From the authors' point of view, standardised, mandatory labelling could strengthen trust and reposition packaging as a reliable decision-making aid.
Source: Foodwatch
