On a fruit gum package, the inscription "30% less sugar" is emblazoned in capital letters. Therefore, the candy is probably not healthier than other gummy sweets. And nevertheless, the slogan should serve its purpose: because many consumers believe that foods with a reference to reduced sugar content are healthier than a similar product without this indication. Now an online survey by marketing researchers from Göttingen has shown that labels such as the Nutri-Score could help to see through misleading advertising messages. The study has been published in the journal "PLOS ONE".
Kristin Jürkenbeck, Clara Mehlhose and Anke Zühlsdorf from the University of Göttingen had 1103 volunteers valued online how healthy they consider certain food. To do this, they showed the survey participants pictures of fictional products that were printed differently with nutri score and sugar slogans: they were instant cappuccinos, oat drinks and chocolate. "Less cute" was on part of the cappuccinodoses, on some oat drinks it said "without adding sugar" and the muesli had a variant that was advertised with "30%less sugar".
The first and second slogans had no effect on the participants, their ratings of the foods remained the same – regardless of whether the sugar content or the taste was pointed out or not. However, the subjects found that the sugar-reduced muesli was healthier than the comparison product without advertising notice. However, if the Nutri score was printed on the muesli in addition to the sugar message, this was no longer the case. The label therefore helped to correct a misguided assessment, the scientists write in their study.
The Nutri score is a food traffic light that is printed on the products. It shows how much sugar, fat, salt, protein, fiber, vegetables or fruit are in 100 grams of a food. The total nutritional value can be read on a five -stage scale: it ranges from a dark green "A" - this assessment is considered the best - up to a red "e" - the worst value. Since the end of 2020, companies in Germany have been able to voluntarily print the Nutri score on their products. The label is not mandatory.
What impact does the Nutri score have on consumer behavior?
However, the influence of the Nutri score on the actual buying behavior is controversial. During a large study in French supermarkets, the effects have proven to be much smaller than in laboratory studies. The evaluation of hundreds of thousands of purchases showed that customers have more often opted for healthier products due to the food traffic lights, but they bought no less unhealthy food.
Nevertheless, the new study reveals how difficult it is for consumers to assess the nutritional quality of food, says Jürkenbeck. A label like the Nutri score therefore provides help, especially if the state would oblige the manufacturers to specify. However, it remains questionable whether the results of the study financed by the consumer advice center are transferable. The scientists selected three examples "to cover product categories with different problematic nutrients," says Jürkenbeck. But it has not yet been clarified whether three fictional products can be derived from statements for the entire food range.
