Directive vs. Reductive Front-of-Pack Labels: Differences in Italian Consumers' Responses to the Nutri-Score and the NutrInform Battery

There is no clear consensus regarding which Front-of-Pack (FoP) label is more effective in promoting healthier food choices. This study explored consumers’ healthiness perception (HP) and willingness to buy (WTB) foods labelled with two different FoP labels: Nutri-Score (NS) and NutrInform Battery (NIB). The role of individual characteristics, such as sociodemographic variables, purchasing behaviors, orthorexia nervosa tendency, and cognitive abilities, in predicting consumers’ responses was also examined. Through an online survey, Italian consumers (n = 436; 71% female; average age: 38.9 ± 14.7) evaluated the HP and WTB of yoghurt and fruit jam, with three different nutritional qualities (high, medium, low) and labelled with both NS and NIB. The results showed significant differences between NS and NIB, with effects varying across product categories and nutritional profiles. Age, frequency of nutrition label reading, and role in buying decisions emerged as significant predictors of consumers’ responses, particularly for products with high nutritional quality. Conversely, orthorexia nervosa tendencies and cognitive abilities did not significantly predict differences in HP and WTB between FoP labels. These findings expand the understanding of the complexity involved in selecting an appropriate FoP labelling system and offer valuable insights to effectively guide healthier food choices while accommodating diverse consumers’ profiles.