On the Effectiveness of the Nutri-Score in Poland -Results from Two Discrete Choice Experiments

Abstract

Poland opted for a broad-scale endorsement of the Nutri-Score at a time when its perception has become increasingly more critical. The first companies, due to changes in the Nutri-Score's algorithm, already abandoned it, arguing that different treatments of food items depending on the way they are consumed would rather confuse consumers than continue its signaling function. The two joint choice experiments, using drinking and eating yogurts as example stimuli, are conducted with Polish consumers. Results indicate that among them, the Nutri-Score fulfills its signaling function well, whereas it is primarily the extreme ratings that attract or deter consumers. Thus, its replacement by a simpler label like Sweden's Keyhole label is discussed. The results furthermore indicate that neither the willingness to purchase a product nor its perceived healthiness are impacted by the type of yogurt, but the effect strength of the Nutri-Score’s signaling function is. Consequently, the Nutri-Score functions differently for different types of food items, and even small differences as between an exemplary drinking and eating yogurt might affect its effectiveness. Consequently, the Polish government made the right choice in adopting the Nutri-Score in the context of its nutrition policy, but it should study further whether simpler labels may fulfill the same function. Since consumer behavior differs with product type, the Nutri-Score committee is advised to rather focus their efforts on integrating actual consumer behavior in the Nutri-Score algorithm than the way it is consumed.

Keywords: Nutri-Score, Poland, Discrete Choice, Experiment, Consumer Behavior, Label