Does the Nutri-Score have an impact on sales ?

Within the same product category, are consumers turning to foods with a better nutritional profile (A or B Nutri-score)? Yes, according to IRI. The institute has studied this question by analyzing sales in 31 different markets, over 12 months ending in April 2022, in hypermarkets and supermarkets.

 

All references were classified according to the Nutri-Score criteria, whether or not the score was displayed on the packaging. IRI has observed that the cumulative market share of A and B products has increased by 0.7 points over the period (+0.3 for A, +0.4 for B). On the other hand, at the bottom of the scale, the E rating, fell by 0.5 points.

 

In the middle, a similar penalty for Nutri-Score C products with a 0.4 point drop in market share, while those rated D finish with + 0.2 pt.

 

Two phenomena contribute to this result. Firstly, the display of the Nutri-Score on a growing number of products raises consumer awareness by providing a simple way of reading the assortment and encouraging the most curious to take a closer look at the nutritional tables of non-rated products.

 

This change in sales is as much the result of a change in demand as a change in supply. Many manufacturers are reviewing their recipes in order to change the rating of their products.

 

According to IRI, the average number of foods with an E profile on the shelves have decreased by 3.5% in one year.

 

In the same way, the supply of products with a C profile has fallen by 3.6%. Here again, the prospect of obtaining a B grade is like a Holy Grail for the manufacturers concerned, who psychologically move from "average" to "good".

 

 

While the Nutri-Score could become mandatory by the end of 2022, the European Commission will meet on October 19 to decide on the subject, it is likely that the industry will continue its efforts.