The Nutri-Score is a simplified nutrition label designed to help consumers make healthier choices at a glance. Using a five-color scale from dark green (A) to red (E), it ranks foods based on their overall nutritional quality. A product’s score is determined by balancing "negative" nutrients (e.g., calories, sugar, saturated fats, and salt) with "positive" components (e.g., fiber, protein, and fruits or vegetables).
Originally developed in France, the Nutri-Score has been endorsed by several European countries, including Belgium, Germany, and the Netherlands. Its goal is to encourage better eating habits, empower consumers to make informed decisions, and drive food manufacturers to improve product formulations.
Sensia analyzed over 32,000 online reviews of 100 food products labeled with Nutri-Scores from A to E, focusing on four strategic food categories:
- Dairy and dairy-based products,
- Sweet grocery products,
- Savory grocery products,
- Plant-based nutrition.
The study sheds light on key consumer trends across all categories:
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Preference for Nutri-Scores A and B:
Products rated A and B are perceived as offering the best balance between health and taste, making them the top choice for consumers seeking a guilt-free, enjoyable experience.
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Role of Nutri-Scores C, D, and E:
While less favored, these products still appeal to consumers for their indulgent flavors or convenience. They often find their place as "occasional treats," tied to moments of pleasure or nostalgia.
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Price sensitivity:
Even for products with top Nutri-Scores (A and B), price remains a significant factor. Promotions play a critical role in driving purchases, particularly for premium offerings.
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Emerging signals:
A growing demand for transparent, additive-free products and sustainable options highlights the evolving expectations of consumers. Brands are increasingly expected to balance nutritional quality with environmental responsibility.
A Closer Look at Nutri-Score A:
Sensia’s analysis of more than 45,000 reviews for Nutri-Score A products provided further insights into consumer perceptions:
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Dairy and Dairy-Based Products:
Highly valued for their creamy textures, natural flavors, and strong nutritional profiles. Key examples like plain yogurt or drinkable skyr cater to health-conscious consumers seeking high-protein, low-fat options. Eco-friendly and ethical concerns are growing, with consumers drawn to brands promoting transparency and sustainability.
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Sweet Grocery Products:
Nutri-Score A-rated sweet products, such as chocolate-flavored cereals, balance indulgence with health benefits. Consumers are also seeking healthier alternatives, like organic or sugar-reduced cereals, that preserve taste without compromising nutrition.
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Savory Grocery Products:
Nutri-Score A-rated savory products are appreciated for their practicality, quick preparation, and ability to fit into balanced meals. Options like ready-to-eat bowls or mashed potatoes gain favor for their convenience and clean ingredient lists. The demand for organic and sustainable options is growing but remains price-sensitive.
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Plant-Based Nutrition:
Plant-based products with Nutri-Score A, such as protein-rich meat alternatives or plant-based drinks, are praised for their nutritional value and taste. However, price sensitivity can limit adoption. There's also an untapped opportunity in plant-based desserts that combine indulgence and health.
For a detailed breakdown of these insights and more, access the full study here.