Comparison of appropriateness of Nutri-Score and other front-of-pack nutrition labels across a group of Moroccan consumers: awareness, understanding and food choices

Abstract

Background: The front of pack nutrition label Nutri-Score, intended to help consumers orient their choices towards foods that are more favorable to health, was developed in France and applied in several European countries. Consideration is underway for its use in Morocco. This study aims to assess Moroccan consumers' perception and objective understanding of Nutri-Score and 4 other nutritional information labels (Health Star Rating, Health warning, Reference Intakes and Multiple Trafic Light) and their impact on purchase intentions.

Methods: 814 participants were asked to choose among 3 food classes (yoghurts, biscuits and cold cuts), which ones they would prefer to buy among three products with different nutritional profiles and then to rank them according to their nutritional quality. Participants first performed these tasks without a visible nutritional label, and then, after being randomized to one of five labels tested, with the nutritional label visible on front of packs. Next, the full set of tested labels was presented to the participants who were asked a series of questions regarding their preferences, the attractiveness of the labels, their perceptions, intention to use and the trustworthiness placed in the labels.

Results: Compared to the Reference Intake, the Nutri-Score (OR = 2.48 [1.53-4.05], p < 0.0001), was associated with the highest improvement in the ability to correctly classify foods based on their nutritional quality. The percentage of participants who improved their food choice was higher than those who worsened it for all the labels. For yogurts and cookies, the most significant improvements were observed for the Nutri-Score and the Reference Intakes: Concerning the perception of labels, the Nutri-Score is the label that received the highest number of positive responses, whether concerning the ease of being spotted (82.2%), of being understood (74%), and to provide rapid information (68.8%). The Nutri-Score was ranked as the preferred label by 64.9% of the participants.

Conclusion: The Nutri-Score appears to be the most effective nutritional information system to inform consumers about the nutritional quality of foods in Morocco, where it could constitute a useful tool to help consumers in their food choices in situations of purchase.

Keywords: Food choice; Front-of-pack nutrition labels; Moroccan consumers; Nutritional policy; Objective understanding; Perception of labels.

Fig. 1

The five labels studied: (1) Health Star Rating; (2) Nutri-Score; (3) Reference Intakes; (4) Multiple Trafic Light; (5) Warning Symbol. Comparison study of the relevance of Nutri-Score and other nutritional labels on the front of the packaging. Morocco (2019)

Fig. 2

Example of a product with the label on the front presented in the questionnary: Comparison study of the relevance of Nutri-Score and other nutritional labels on the front of the packaging. Morocco (2019)

Fig. 3

Comparison of correct answers for ranking products according to nutritional quality with and without label: Comparison study of the relevance of Nutri-Score and other nutritional labels on the front of the packaging. Morocco (2019)

Fig. 4

Change in product choice with and without labels: Comparison study of the relevance of Nutri-Score and other nutritional labels on the front of the packaging. Morocco (2019)