5-Colour Nutrition Label For Balanced Diet
Informed by a leaflet and a nutritional label, consumers change their purchasing behavior.
The 5-colour nutrition label would be effective in changing consumers’ purchasing gestures, according to a study published in the journal International Journal of Behavioral Nutrition and Physical Activity. This 5-color code allows to display a nutritional score (good or bad) of the food sold in large and medium surface. Its effectiveness is multiplied if accompanied by a brochure.
Researchers from the Nutrition Epidemiology Research Team at the Avicenne Hospital in France conducted an experiment with 901 consumers in experimental stores. Participants continued to shop as if they were in their usual business.
The experimental stores were developed to analyze consumers’ purchasing behaviors and the effectiveness of the 5-colour nutritional code. The 5-colour nutrition label was displayed on all three-ray products: breakfast cereals, sweet biscuits and appetizer biscuits.
During the experiment, volunteers participated in three types of situations:
Scientists observed the behavior of 301 subjects in the absence of nutritional logo, but with just the traditional information of the manufacturer, that of 300 individuals with foods labeled with the 5-C system.
And, 300 volunteers went shopping with food labeled with the 5-C system, but they received a leaflet explaining the nutritional logo and its use to choose the products sold.
THE LABEL WITH AN EFFECTIVE LEAFLET TO CHANGE CHOICES
The findings of the study showed that the situation associating 5-C and the information flyer was linked to a basket of better nutritional quality for sweet biscuits. On the other hand, there is no significant difference for the other types of products.
Researchers found that through information, consumers bought products that were higher in fiber and lower in sugars and salt.
During this experiment, participants said they remembered the label on the shelf when they read the leaflet. The majority (90%) of the subjects of the group logo + flyer affirmed that this logo is easily understandable.
“Our study reveals a good ability to remember logo and favorable effects in certain food groups (subject to associated communication) despite the unique exposure to the logo and the limited statistical power of the study,” concludes Dr. Chantal Julia, Lecturer of Universities – Hospital Practitioner – University Paris 13 – Hôpital Avicenne.