褚怡冰1，赵秀文1，杨 艳2，李福瑄1，钟 凯1，阮光锋1,*
（1 科信食品与健康信息交流中心，北京 100071；
2 北京轻工技师学院，北京 100079）
摘 要：目的：本研究旨在探索上海市营养健康指导试点项目中食品包装正面标识（Front-of-Packnutrition labeling，FOPNL）的实际应用效果，为我国食品营养标签相关政策制定提供参考依据。方法：研究方法涵盖数字内 容采集分析、神秘顾客观察、街头拦访、线上随机调查，在2024年6至7月对项目试点企业标准执行依从性及消费 者认知-态度-行为（KAP）开展多维评估。结果：试点企业产品标识执行差异较大，存在根据产品定位及营销策略选 择性标识并动态调整的情况；消费者对营养分级标识具有较高期待值，但认读困难、易受误导。结论：在我国推广 FOPNL 政策应全国统一，不能多套并行，同时应继续加强相关消费者教育工作，建立合理预期，以确保政策的有效 性和可持续性。
关键词：食品包装正面标识；评价型FOPNL；营养
Study on the Application of the Spectrum Front-of-Pack Nutrition Labeling：A Case Study of Shanghai
CHU Yi-bing1，ZHAO Xiu-wen1，YANG Yan2，LI Fu-xuan1，ZHONG Kai1，RUAN Guang-feng1,*
（1 China Food Information Center，Beijing 100071，China； 2 Beijing Light Industry Polytechnic College，Beijing 100079，China）
Abstract:【Objective】To investigate the practical application effects of the front-of-pack nutrition labeling（FOPNL） policy in Shanghai，with the aim of providing a basis for the formulation of relevant policies.【Method】The research methodology included online data collection and analysis，offline mystery shopper observation，street interviews and online survey to conduct a multi-dimensional evaluation on the implementation status of the pilot project enterprises and the cognition- attitude- behavior of consumers in June and July 2024.【Result】Enterprises participating in the program exhibit obvious differences when labelling products，and they selectively label and dynamically adjust based on product positioning and marketing strategies；consumers have high expectations for nutritional grading，while they are facing difficulties in recognition and are susceptible to misguidance.【Conclusion】The promotion of FOPNL policies in our country should be approached with cautious，drawing extensively on foreign experiences，focusing on consumer education，and guiding all stakeholders to establish reasonable expectations to ensure the effectiveness and sustainability of it.
Key words: front-of-pack nutrition labeling；the spectrum fopnl；nutrition
中图分类号：TS206.2 文献标志码：A 文章编号：1007-7871（2025）02-0008-07
2025，Vol.28，No.2