CSRDA Discussion Paper Series

No. 74 Toward the Simplification of Nutrition Labeling in Japan
Hiromi FUJIMORITokyo University of Agriculture
Chieko KOGOMORIAraki Commemoration Tokyo Riverside Hospital
Consumer understandingNutritional labelNutri-ScoreChoice architect
Goal 3: Good Health and Well-BeingGoal 12: Responsible Production and Consumption
Consumer Affairs Agency Public Finance Project: Consumers' Reading of Nutrition (Internet Survey) Labels (Data No. SSJDA0954)

The adoption of a simplified nutrition label, called a "nutrition score (Nutri-Score1)", has been considered within the EU in recent years. In this study, we first examine consumers’ decision-making processes when purchasing food. Next, we examine the results of a questionnaire administered by the Consumer Affairs Agency regarding how consumers attach importance to nutrition label information. Based on this information, we propose the development of a suitable nutrition label design and standard. Despite a relatively low percentage of correct answers to questions about interpreting energy display information, respondents expressed a preference for referring to nutrition labeling rates. Based on these findings, we recommend that nutrition labels be presented in a battery-level format as part of a universal design approach as opposed to the current nutrition label format. Thaler and Sunstein (2008) mention that a conscientious “choice architect” aims to help people make better choices as judged by themselves. A “choice architect” can change people’s behavior without regulations. Our focus lies in enhancing the design aspects that influence people’s choices and behaviors and ultimately encouraging consumers to make healthier food choices and prompting manufacturers to produce healthier meals.