Effect of Nutri-Score absence on the packaging of unhealthy
products on consumer trust in product brand.
Names: Ahsen Isil Karabacak (I6348594), Ankie Verdurmen (I6368128), Jasmijn Schoenmaker
(I6404949), Emma Smulders (I6390930)
Date: 17/02/2025
ABSTRACT
The Nutri-Score is a front-of-packaging label (FOP) to help consumers nudge into healthier food
options. The Nutri-Score is not mandatory in Europe. The brand can opt to either put it on all their
products or none. The absence of Nutri-Score on unhealthy products could potentially decrease trust in
the brand as consumers think brands are concealing unfavourable nutritional information. We aimed to
investigate how the presence or absence of the Nutri-Score on unhealthy food products affects
consumer trust in brands, considering consumer opinions about the Nutri-Score as a moderator. We
conducted an online survey with 126 participants in a 2 x continuous between-subject experimental
design. One group was presented with five food brands with the Nutri-Score and the other without. We
also asked about the respondents' opinion on the Nutri-Score. The opinion of the Nutri-Score and the
brand trust were both measured with a 7-point Likert scale. Results were analyzed with a two-way
ANOVA analysis. We found no significant effect on the presence or absence of the Nutri-Score on
brand trust, either independently or including the interaction of Nutri-Score opinion. However
significant correlation between Nutri-Score opinion and brand trust was observed. This can be useful
for food manufacturers to add the Nutri-Score to increase trust of consumers already positive about the
Nutri-Score. Further research into consumer trust and Nutri-Score is recommended.
, INTRODUCTION
The Nutri-Score is a simplified front-of-packaging (FOP) nutrition label designed to help consumers
make healthier food choices (Cerf et al., 2024; Tangari et al., 2019). It has been adopted by several
European countries, including the Netherlands, Belgium, Germany, Luxembourg, Spain, and
Switzerland, and the system rates food from A (green, healthiest) to E (red, least healthy) based on
overall nutritional quality, determined through an algorithm (Santé Publique France, 2024). Despite its
widespread adoption, Nutri-Score has sparked controversy, particularly regarding its classification of
certain products. Critics argue that the algorithm oversimplifies nutritional value, sometimes
penalising traditional or single-ingredient foods while favouring reformulated processed products
(Trécant et al., 2020). However, as one of the most recognised FOP labels in Europe, Nutri-Score’s
intuitive traffic-light design enhances consumer understanding of their nutritional choices, influencing
brand trust and purchase decisions (Hawley et al., 2013). Trust plays a fundamental role in consumer-
brand relationships, particularly in the food sector, where perceptions of transparency and credibility
strongly impact purchasing decisions (Grunert, 2005). In the case of unhealthy food products, the
absence of the Nutri-Score may create scepticism among consumers, potentially leading them to
suspect that a brand is concealing unfavourable nutritional information. Building upon this framework,
our research question is: "Does the absence or presence of the Nutri-Score on the packaging of
unhealthy food (Nutri-Score D or E) influence consumer trust in the product brand, moderated by
consumer’s opinion of the Nutri-Score?” (Figure 1). By examining consumer responses to products
with and without the Nutri-Score, this study aims to provide insights into the psychological and
behavioural mechanisms underlying trust formation in food branding. The results will contribute to a
deeper understanding of the role of FOP labelling in shaping consumer perceptions and brand
credibility, with implications for policymakers and food manufacturers.
THEORY
According to the signalling theory, consumers rely on visible cues, such as front-of-packaging labels,
to evaluate a product’s credibility (Spence, 1973). Even though the Nutri-Score is not a mandatory
FOP label in Europe, it serves as an information tool for consumers and acts as a nudge (De Ridder et
al., 2022). Brands using it must apply it to all of their products to ensure consistency and prevent
selective labelling (Makkar, 2024). Therefore, they cannot manipulate the brand's image by selectively
using the label, ensuring transparency and credibility. When the Nutri-Score is absent, particularly on
unhealthy products, consumers might suspect that the brand is avoiding transparency and omitting
potentially negative information (Courbet et al., 20224; Janssen & Bogaert, 2023). This is supported
by the attribution theory, which indicates that when consumers notice the absence of expected
information, they are likely to think it is a deliberate choice to withhold information rather than just an
oversight (Romero & Biswas, 2016). Which can lead to scepticism and reduced trust in the brand
1
products on consumer trust in product brand.
Names: Ahsen Isil Karabacak (I6348594), Ankie Verdurmen (I6368128), Jasmijn Schoenmaker
(I6404949), Emma Smulders (I6390930)
Date: 17/02/2025
ABSTRACT
The Nutri-Score is a front-of-packaging label (FOP) to help consumers nudge into healthier food
options. The Nutri-Score is not mandatory in Europe. The brand can opt to either put it on all their
products or none. The absence of Nutri-Score on unhealthy products could potentially decrease trust in
the brand as consumers think brands are concealing unfavourable nutritional information. We aimed to
investigate how the presence or absence of the Nutri-Score on unhealthy food products affects
consumer trust in brands, considering consumer opinions about the Nutri-Score as a moderator. We
conducted an online survey with 126 participants in a 2 x continuous between-subject experimental
design. One group was presented with five food brands with the Nutri-Score and the other without. We
also asked about the respondents' opinion on the Nutri-Score. The opinion of the Nutri-Score and the
brand trust were both measured with a 7-point Likert scale. Results were analyzed with a two-way
ANOVA analysis. We found no significant effect on the presence or absence of the Nutri-Score on
brand trust, either independently or including the interaction of Nutri-Score opinion. However
significant correlation between Nutri-Score opinion and brand trust was observed. This can be useful
for food manufacturers to add the Nutri-Score to increase trust of consumers already positive about the
Nutri-Score. Further research into consumer trust and Nutri-Score is recommended.
, INTRODUCTION
The Nutri-Score is a simplified front-of-packaging (FOP) nutrition label designed to help consumers
make healthier food choices (Cerf et al., 2024; Tangari et al., 2019). It has been adopted by several
European countries, including the Netherlands, Belgium, Germany, Luxembourg, Spain, and
Switzerland, and the system rates food from A (green, healthiest) to E (red, least healthy) based on
overall nutritional quality, determined through an algorithm (Santé Publique France, 2024). Despite its
widespread adoption, Nutri-Score has sparked controversy, particularly regarding its classification of
certain products. Critics argue that the algorithm oversimplifies nutritional value, sometimes
penalising traditional or single-ingredient foods while favouring reformulated processed products
(Trécant et al., 2020). However, as one of the most recognised FOP labels in Europe, Nutri-Score’s
intuitive traffic-light design enhances consumer understanding of their nutritional choices, influencing
brand trust and purchase decisions (Hawley et al., 2013). Trust plays a fundamental role in consumer-
brand relationships, particularly in the food sector, where perceptions of transparency and credibility
strongly impact purchasing decisions (Grunert, 2005). In the case of unhealthy food products, the
absence of the Nutri-Score may create scepticism among consumers, potentially leading them to
suspect that a brand is concealing unfavourable nutritional information. Building upon this framework,
our research question is: "Does the absence or presence of the Nutri-Score on the packaging of
unhealthy food (Nutri-Score D or E) influence consumer trust in the product brand, moderated by
consumer’s opinion of the Nutri-Score?” (Figure 1). By examining consumer responses to products
with and without the Nutri-Score, this study aims to provide insights into the psychological and
behavioural mechanisms underlying trust formation in food branding. The results will contribute to a
deeper understanding of the role of FOP labelling in shaping consumer perceptions and brand
credibility, with implications for policymakers and food manufacturers.
THEORY
According to the signalling theory, consumers rely on visible cues, such as front-of-packaging labels,
to evaluate a product’s credibility (Spence, 1973). Even though the Nutri-Score is not a mandatory
FOP label in Europe, it serves as an information tool for consumers and acts as a nudge (De Ridder et
al., 2022). Brands using it must apply it to all of their products to ensure consistency and prevent
selective labelling (Makkar, 2024). Therefore, they cannot manipulate the brand's image by selectively
using the label, ensuring transparency and credibility. When the Nutri-Score is absent, particularly on
unhealthy products, consumers might suspect that the brand is avoiding transparency and omitting
potentially negative information (Courbet et al., 20224; Janssen & Bogaert, 2023). This is supported
by the attribution theory, which indicates that when consumers notice the absence of expected
information, they are likely to think it is a deliberate choice to withhold information rather than just an
oversight (Romero & Biswas, 2016). Which can lead to scepticism and reduced trust in the brand
1
