Why Non-Directive Front-of-Pack Nutritional Label Should Be Adopted in the US Market? A Comparison on Comprehension and Liking of Nutri-Tips, NutrInform Battery, and Nutri-Score

The increasing prevalence of obesity and overweight individuals in the U.S. population has sparked a growing public debate and a call for effective solutions from institutions and policymakers. This issue has significant public health implications, as obesity contributes to rising healthcare costs and a growing burden of chronic diseases. In response, many countries have implemented Front-of-Pack Nutritional Labels (FOPLs) as a tool to encourage healthier eating habits. Supported by extensive research, FOPLs have been shown to influence consumer behavior and attitudes toward healthier, more informed food choices. In this context, the U.S. Food and Drug Administration (FDA) has initiated a large-scale exploration to determine which type of mandatory FOPL should be introduced in the U.S. market. This research contributes to ongoing studies by examining how different FOPL designs impact consumer behavior and attitudes. Evidence from a study involving 181 U.S. consumers indicates that non-directive labels, as the Nutri-Tips and NutrInform Battery, perform significantly better than directive labels, as the Nutri-Score, in the U.S. market in key areas such as comprehension, assistance in shopping decisions, and reducing complexity. These findings suggest that non-directive FOPLs, which provide information without explicitly interpreting it, resonate better with U.S. consumers. Additionally, the results show no significant variation based on socio-demographic factors, indicating that the effectiveness of these labels is consistent across different population segments. In terms of overall liking, the tested FOPLs were found to be equivalent. The practical implications of these findings for policymakers are threefold: 1. Policymakers must clearly define their public health objectives when adopting FOPLs. This includes considering socio-demographic factors to ensure the chosen system aligns with overarching goals such as improving dietary quality or addressing obesity rates. 2. Non-directive FOPLs outperform interpretive FOPLs in the U.S. in terms of consumer preferences and understanding. 3. Interpretive FOPLs, while effective in other countries, may face legal challenges in the U.S. due to First Amendment concerns, requiring policymakers to balance regulatory compliance with the need to provide effective consumer guidance. These insights emphasize the importance of tailoring FOPL strategies to the unique regulatory, cultural, and consumer landscape of the U.S. market