Healthy Choices on the Shelf: A Comparative Analysis Between Italian and American Consumers.

Introduction. The increasing prevalence of obesity on a global scale serves to emphasise the critical role that the environment plays in the promotion of health. In this context, food retailers have become important partners in public health initiatives, utilising in-store communication channels to exert influence over consumer choices at the point of sale. The integration of space management and in- store communication has been demonstrated to effectively guide healthier purchasing behaviours. Purpose. This study aims to assess the effectiveness of combining space management and Nutri- Score communication in improving healthy food choices. It investigates if nutritional labelling on displays enhances health perception and purchase intent, particularly in the biscuit category. The research also provides a cross-cultural comparison between Italian and American consumers to understand the impact of varying eating habits and traditions. Conceptual Framework. Information overload has been identified as a key factor in consumer decision-making processes, particularly in the context of shelf arrangement. Despite the existence of nutrition labels, their impact can be limited. The majority of food purchases are instinctive, driven by environmental cues. The arrangement of products according to nutritional benefits, especially through the use of vertical displays, has been demonstrated to facilitate healthier choices. When considering cultural divergences, Italian consumers exhibit a heightened propensity towards health- consciousness, in contrast to their American counterparts, who, being less acquainted with such initiatives, may well experience a sense of novelty. The present study employs the Nutri-Score system on an innovative display segmentation approach in the biscuit category. This study hypothesises that the Nutri-Score applied on the display segmentation will have three primary impacts: first, it will increase perceptions of healthiness (H1); second, it will increase purchase intention and healthy choices (H2); and third, it will have a significant impact on American consumers (H3). Methodology. An online questionnaire employing a within-between-subjects experimental design was conducted with 210 participants (100 Italian, 110 American). Participants were presented with both conventional displays of biscuit products and those organised according to the Nutri-Score system. The selection of products was based on their Nutri-Score, and they were subsequently categorised into three colour-coded groups. The study measured perceived healthiness, purchase intention, and health consciousness. Findings. Repeated measures ANOVA showed a significant increase in perceived healthiness with the Nutri-Score display in both countries, supporting H1, with a more pronounced increase in American consumers. Purchase intention also increased in both countries after Nutri-Score exposure, supporting H2. The number of healthy (green score) products chosen significantly increased in both countries. However, there was no significant difference in this increase between the two countries, leading to the rejection of H3. The novelty effect in the US and pre-existing health knowledge in Italy may explain these cultural variations. Contributions. This research contributes to in-store nutrition marketing by analysing the effectiveness of Nutri-Score labelling within display space segmentation. From a theoretical perspective, this research addresses a significant gap in the existing literature by analysing the effectiveness of the Nutri-Score labelling system when applied to the segmentation of in-store display space. From a practical perspective, the results show that clear shelf segmentation, supported by shelf communication, can increase perceived product healthiness and encourage healthier purchasing decisions. Practical Implications. The findings highlight the effectiveness of integrating visual merchandising with Nutri-Score to influence consumer food choices. This suggests that retailers should adopt shelf segmentation based on nutritional quality for an enhanced shopping experience and competitive advantage. Policymakers can use clear labelling at points of sale as a complementary tool to existing nutritional policies for reducing diet-related diseases. Research Limitations and Outlook. Limitations include the inability of online simulations to fully replicate real shopping contexts and the limited generalizability of results beyond Italian and US consumers or other product categories. Future research should consider field testing, expanded samples, and other influencing variables.