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Poor food decisions and unhealthy eating habits contribute to excessive weight gain and associated health risks. While nutritional labels are intended to help consumers make informed decisions, they can sometimes backfire by creating negative expectations about taste or becoming a time-consuming barrier for shoppers.
A recent study led by Doris Schicker and Jessica Freiherr from the Fraunhofer Institute for Process Engineering and Packaging, published in JNeurosci, explores a novel approach to overcoming these challenges—pairing food labels with sensory stimuli, particularly odors.
The researchers examined the brains of over 60 participants while they interacted with drink labels containing nutrition-related statements. Some of these labels were accompanied by specific odors. The findings revealed that beverages paired with odors were perceived more positively. Additionally, brain imaging showed that the presence of odor altered activity in regions responsible for flavor processing, label interpretation, reward perception, and decision-making.
These results suggest that odors can enhance label perception, potentially influencing consumer behavior toward healthier food choices. The authors propose that incorporating scent-based cues in food labeling strategies could serve as a promising tool for promoting better dietary habits.
More information: Smell the Label: Odors Influence Label Perception and Their Neural Processing, JNeurosci (2025). DOI: 10.1523/JNEUROSCI.1159-24.2025
Journal information: Journal of Neuroscience
Disclaimer: This article is based on current scientific research and findings. The effectiveness of odor-based interventions in real-world settings requires further study. Readers are encouraged to consult healthcare professionals for personalized dietary advice.
