Nutri-Score in the Belgian retail market

Suppliers and mainly retailers are widely adopting the label to show how healthy their products are. This has to help consumers make healthier and better informed decisions. But how established is Nutri-Score today on the retailers’ e-commerce platforms? Daltix analyzed the assortment of three large Belgian retailers, Delhaize and Colruyt’s Collect&Go as well as Bioplanet. The label turns out to be widely adopted but for some products we noticed different Nutri-Scores between retailers.

NUTRI-SCORE

Nutri-Score has been around since 2016. The label originated in France and was designed to help consumers choose healthier food products in order to fight the increase of cardio vascular diseases, obesities and diabetes. Its use and adoption is meanwhile supported and encouraged by Belgian and Spanish governments.

The label consists of a logo with letters ranging from A to E and background colors going from green to red in function of the nutritional values. The score is calculated by taking into account a product’s calories and amount of saturated fat as well as sugar and salt levels. Fruits, vegetables and nuts together with fibers and proteins are having a positive influence on the Nutri-Score of a product.

BECOMING WIDELY ADOPTED

Bioplanet is the absolute frontrunner with more than half of its assortment having a Nutri-Score label. Collect&Go, having a 3 times larger assortment, comes in second with almost 40%. At Delhaize, nearly 27% of all products have a Nutri-Score label with the assortment being 20% larger than that of Collect&Go. We could argue that the food category at Bioplanet is a larger part of its product range, explaining the higher share of assortment with Nutri-Score.

 

Retailer
% of assortment with Nutri-Score label
Bioplanet
51,7%
Collect&Go
39,8%
Delhaize
26,7%

 

The share of products labelled with a Nutri-Score is not the only thing that’s different. Within the Nutri-Score labelled product range, the Nutri-Score values also differ among these retailers. Delhaize appears to have the ‘healthiest’ range with 28% of Nutri-Scores being an ‘A’, followed by Bioplanet with 24% and Collect&Go with only 20%.

 

ORGANIC PRODUCTS ARE THE FRONTRUNNERS

Our data allows to filter on specific product labels like the ‘organic’ label. Data at Collect&Go and Delhaize shows that about half of the organic products carry a Nutri-Score label.

 

Retailer
% of organic assortment with Nutri-Score label
Collect&Go
55,5%
Delhaize
46,1%

 

The organic products are the real frontrunners in terms of Nutri-Score performance. At Delhaize, 50% of organic products with a Nutri-Score are labelled ‘A’. This is 39% at Collect&Go. It’s clear that a very large part of the organic product range is in the healthier Nutri-Scores!

 

DIFFERENT NUTRI-SCORE AT OTHER RETAILER

However, not all is perfect. We did find some anomalies between retailers as 17 products got a different score at Colruyt and Delhaize. Of these products, 11 had a higher score at Collect&Go. The other 6 scored better at Delhaize. The differences were not bigger then 1 letter, hinting at a small gap in the formula or different interpretation of a certain variable. It’s possible that incomplete nutritional information causes a false Nutri-Score calculation. Below is an example for a Nestlé product where Delhaize displays a better Nutri-Score on their webshop than Collect&Go.

 

CARREFOUR

Two large Belgian retailers are adopting the label throughout a very large part of their assortment. We are curious to see when Carrefour will start informing the Belgian consumer about Nutri-Score on their webshop, as is already the case in their app. The French Carrefour website already shows Nutri-Score.

 

Do you want to run other interesting analyses with Daltix? Find out more about our Assortment Insights.

Don’t hesitate to contact us for more information!

 

 


Data from 23/1/19-30/1/19.