Navigating the Nutri-Score: Inequidistant Perceptions of Front-of-Package Health Information

The Nutri-Score is a front-of-package label designed to guide consumers toward healthier food choices, using letters A (indicating high nutritional quality) to E (indicating low nutritional quality). While many studies have assessed the impact on food consumption, little research has explored how the label is perceived. To address this gap, two online studies with representative samples from Germany investigated whether differences between neighboring Nutri-Scores are perceived as equidistant. Study 1 (N = 562) assessed perceived healthiness across the Nutri-Score scale, revealing a middle-of-scale effect, where differences between mid-range scores appeared larger than those at the extremes. Study 2 (N = 319) used a discrete choice experiment with products varying in price and Nutri-Score. While participants were more willing to pay for an improvement from C to B than from B to A, a different pattern emerged at the lower end of the scale, where consumers prioritized avoiding the lowest-rated products. These findings highlight the need for public education on the Nutri-Score's interpretation. They may also inform potential revisions to the label and contribute to broader public health strategies, such as food taxation policies.