Counteracting noncommunicable diseases with front-of-pack nutritional labels' informativeness: an inquiry into the effects on food acceptance and portions selection

Purpose Front-of-pack nutritional labels have been extensively studied to support consumers in making healthier and more informed food choices. However, existing research has gathered conflicting evidence about which category of label, nutrient-specific or summary labels, is more effective. As a result, the European Union has postponed its decision on selecting a unified label to collect additional information. This study specifically focusses on individuals with noncommunicable diseases, an overlooked yet relevant segment of consumers who can significantly benefit from the proper use of nutritional labels in their self-care. Design/methodology/approach In a sequence of three studies grounded in the front-of-pack acceptance model and focussing on customers with specific noncommunicable diseases, the authors examined the different effects of the NutrInform Battery and Nutri-Score on food acceptance and portion selection. This research involved the use of structural equation modelling and ANOVA and was conducted with a cumulative sample of 2,942 EU adults, residing in countries with or without previous exposure to nutritional labels. Findings The results suggest that among individuals with noncommunicable diseases, nutrient-specific labels are perceived as more useful and easier to use. They also generate a better attitude towards the usage of nutritional labels and are more effective in nudging those consumers towards a proper selection of portions. Social implications The results provide valuable insights into how front-of-pack nutritional labels can impact the food choices of individuals with noncommunicable diseases and have implications for public health policies. Originality/value Investigation of the effects of NutrInform Battery and Nutri-Score on consumers with noncommunicable diseases, an area currently under-researched.