Testing educational videos for Kaufland: how young people perceive Nutri-Score

In cooperation with Kaufland Slovenská republika, we conducted research in the Consumer Studies Laboratory on the perception and effectiveness of animated videos aimed at introducing the Nutri-Score nutrition label to young people. The research was conducted on two levels – through a biometric measurement of attention (facereading) while watching the videos and a questionnaire survey among university students (n = 53). Two animated videos targeting the younger generation were tested: one depicted a fitness character (a fitness girl), the other was set in a gaming environment with the main character “the gamer”. Both videos were evaluated as visually engaging and adequately informative. The results showed that young people were hardly familiar with the Nutri-Score, but after watching the videos they were able to better understand its meaning and expressed an increased willingness to consider it when making food choices. The strongest element was the emphasis on time saving and visual simplicity. Biometric data showed that interactive scenes and product highlights retained higher levels of attention.

This project is an outstanding example of the link between academic research and practice. It helps to answer an important societal challenge – how to effectively educate the younger generation on healthy eating through modern digital formats. The results also provide practical recommendations for the development of further communication campaigns aimed at increasing nutritional literacy.