Impact of Front-of-pack Nutrition Labelling on Consumer Purchases

Introducing Front-Of-Pack (FOP) nutrition labelling, providing simplified information on nutritional content at a glance, in order to help consumer make informed choices, has been identified as of major interest by public health specialists. In France, a recent report to the Minister of Health has proposed the introduction of a Front-of-Pack nutrition label, the 5-Colour nutrition label. Existing studies on FOP labels mainly focused on assessment of consumers' acceptability/liking and understanding. If most of the studies on purchasing behavior, conducted in real supermarkets, suggested a positive effect of FOP labels on consumers' food choices, the impact of the 5-CNL has not been evaluated. The main objective is to evaluate the impact of a Front-of-pack nutrition label, the 5-Colour Nutrition Label on consumer purchases in a controlled environment close to real-world settings. Nutritional quality of the items purchased will be compared using the Food Standards Agency nutrient profiling system (FSA score). The study relies on a comparison across three independent samples : * Control group: The current situation with current way brands show or not nutritional information on Front of Pack (FoP) - without consumer information * Intervention n°1: Introduction of a Front-of-pack nutrition label (5-CNL) on selected categories of foods. No additional consumer information * Intervention n°3: Introduction of a Front-of-pack nutrition label (5-CNL) on selected categories of foods. Additional consumer information specifically targeting nutritional information and explaining the 5-CNL will be performed (this information will consist in a concept shown to respondents before the shopping session). Participants are recruited in the street through quota sampling, based on criteria of gender, age and purchasing habits on the products categories selected for the introduction of the FOP nutrition label. The study relies on LabStores®, i.e. shopper laboratory stores, which are con