Warning and green labels versus Nutri-Score: visual attention and product evaluation in a binational eye-tracking study

Front-of-package labeling (FOPL) is intended to improve consumer awareness of nutritional quality and encourage healthier choices. In 2020, Germany and Israel implemented distinct FOPL systems: Israel introduced mandatory red warning labels with a voluntary green positive label for healthy foods, while Germany adopted the Nutri-Score. This study compared visual attention to these two FOPL schemes and their impact on product perception in a binational context. We conducted a comparative eye-tracking study with 223 participants (112 in Germany, 111 in Israel). Each participant viewed food package images, each displaying either a Nutri-Score or a red warning or green label, while their eye-movements were recorded. Then, participants rated perceived product healthfulness, expected taste, and purchase intention and completed questionnaires on eating habits, nutritional knowledge, and label understanding and usage. Outcomes were analyzed with mixed-effects models and t -tests. Label system and familiarity influenced visual attention and consumer evaluations. Red warning labels draw more attention when novel, while familiar labels are noticed faster but scrutinized less. Perceived healthfulness of poorer nutritional products was higher under Nutri-Score compared to explicit warnings. Participants also rated warning labels as easier to understand and more helpful for making healthy choices than Nutri-Score labels in both countries. These findings underscore the importance of empirical evaluation of both attention-catching ability and user comprehension in designing effective FOPL interventions.