Thinking fast, not slow: intuitive nutrition labels increase healthier food preferences under time pressure

Abstract

Purpose

Front-of-pack (FOP) nutrition labeling has attracted considerable attention in a wide range of communities. However, the limited effects of FOP nutrition labels on healthier food preferences have been reported. Drawing on the dual system theory, this study aimed to investigate which FOP nutrition labels increase healthier food preferences and when. Drawing on the dual-process theory, this study aimed to investigate the effects of Nutri-Scores on healthy food preferences under time pressure.

Design/methodology/approach

Participants saw two food packages (healthier and less healthy) with either intuitive (nutrient score) or numeric FOP labels. They then had to choose one of their preferred products with or without time pressure.

Findings

Across two studies (including one pre-registered replication), the results consistently demonstrated that the Nutri-Score (vs numeric labels) increases healthier food preferences under time pressure. No significant difference in the likelihood of choosing healthier food was found between the labels under non-time pressure.

Originality/value

Together, our results suggest that intuitive FOP labeling (i.e. Nutri-Score) enhances healthier food preferences during Type 1 processing and provides practical implications for promoting healthy eating.

Citation

Motoki, K. and Saito, T. (2024), "Thinking fast, not slow: intuitive nutrition labels increase healthier food preferences under time pressure", British Food Journal, Vol. 126 No. 7, pp. 2956-2969. https://doi.org/10.1108/BFJ-06-2023-0559