← Search

Effects of front-of-pack labels on the nutritional quality of supermarket food purchases: evidence from a large-scale randomized controlled trial

Pierre Dubois¹; Paulo Albuquerque²; Olivier Allais^3,4; Céline Bonnet¹; Patrice Bertail⁵; Pierre Combris^3,4; Saadi Lahlou⁶; Natalie Rigal⁵; Bernard Ruffieux^7,3,8; Pierre Chandon²

¹ Toulouse School of Economics · ² INSEAD · ³ Institut National de Recherche pour l'Agriculture, l'Alimentation et l'Environnement · ⁴ Alimentation et Sciences Sociales · ⁵ Université Paris Nanterre · ⁶ London School of Economics and Political Science · ⁷ Institut polytechnique de Grenoble · ⁸ Laboratoire d'Economie Appliquée de Grenoble

To examine whether four pre-selected front-of-pack nutrition labels improve food purchases in real-life grocery shopping settings, we put 1.9 million labels on 1266 food products in four categories in 60 supermarkets and analyzed the nutritional quality of 1,668,301 purchases using the FSA nutrient profiling score. Effect sizes were 17 times smaller on average than those found in comparable laboratory studies. The most effective nutrition label, Nutri-Score, increased the purchases of foods in the top third of their category nutrition-wise by 14%, but had no impact on the purchases of foods with medium, low, or unlabeled nutrition quality. Therefore, Nutri-Score only improved the nutritional quality of the basket of labeled foods purchased by 2.5% (−0.142 FSA points). Nutri-Score’s performance improved with the variance (but not the mean) of the nutritional quality of the category. In-store surveys suggest that Nutri-Score’s ability to attract attention and help shoppers rank products by nutritional quality may explain its performance.

DOI

10.1007/s11747-020-00723-5

Volume

49 (1)

Pages

119-138

Language

en

Export

BibTeX

Sources

crossref openalex