A review of European research on consumer response to nutrition information on food labels

Abstract

The aim of this study was to review research conducted in [2003][2004][2005][2006] in the EU-15 countries on how consumers perceive, understand, like and use nutrition information on food labels. Based on a search of databases on academic publications, Google-based search, and enquiries directed to a range of food retailers, food companies, consumer associations and government agencies, a total of 58 studies were identified. These studies were summarised using a standard format guided by a model of consumer information processing, and these summaries were subsequently processed using the MAXqda software in order to identify key findings and common themes across the studies. The studies show widespread consumer interest in nutrition information on food packages, though this interest varies across situations and products. Consumers like the idea of simplified front of pack information but differ in their liking for the various formats. Differences can be related to conflicting preferences for ease of use, being fully informed and not being pressurised into behaving in a particular way. Most consumers understand the most common signposting formats in the sense that they themselves believe that they understand them and they can replay key information presented to them in an experimental situation. There is, however, virtually no insight into how labelling information is, or will be, used in a real-world shopping situation, and how it will affect consumers' dietary patterns. Results are largely in line with an earlier review by Cowburn and Stockley (Public Health Nutr 8:21-28, 2005), covering research up to 2002, but provide new insights into consumer liking and understanding of simplified front of pack signposting formats. There is an urgent need for more research studying consumer use of nutritional information on food labels in a real-world setting.

Actual use of a front-of-pack nutrition logo in the supermarket: consumers’ motives in food choice

“…Studies investigating the role of nutrition logos in guiding buying decisions in point-of-purchase settings such as supermarkets are scarce (8,9,13,16,(18)(19)(20) . This is the first study to investigate in the supermarket the actual use of the Dutch Choices logo, a front-of-pack nutrition logo on products with a favourable product composition.…”

Perception of front-of-pack labels according to social characteristics, nutritional knowledge and food purchasing habits

“…Some works showed that, compared with simple formats like health logos, detailed FOP labels (i.e. 'multiple traffic lights' and 'Guideline Daily Amounts') appear to be well accepted by consumers, probably due to more rapid and easier identification and use, along with more complete information (4,10,11) . In addition, previous studies suggested that most FOP labels are clearly understood (5)(6)(7) .…”

Diabetes diagnosis and nutrition facts label use among US adults, 2005–2010

“…Children, adolescents, obese older adults, individuals with less education and/or nutrition knowledge, people with lower disposable income and those with lower health awareness are less likely to use labels and/or effectively process the nutrition information presented (30)(31)(32) . Moreover, whether consumers can understand and use nutrition facts labels is contingent upon the purpose of the task (5)(6)(7)(8) . A majority appears capable to retrieve basic facts and make simple calculations/comparisons between products using numerical information on the label, but their ability and accuracy decline as the complexity of the task increases.…”

“…A long line of research documents consumers' understanding and use of nutrition facts labels, as well as their impact on dietary behaviour (5)(6)(7)(8) . A substantial proportion of US consumers report regular use of nutrition facts labels to guide their selection of food products (5)(6)(7)(8) .…”

“…A substantial proportion of US consumers report regular use of nutrition facts labels to guide their selection of food products (5)(6)(7)(8) . The perception on the credibility of nutrition facts labels appears high and there is a consistent association between nutrition facts label use and diet quality (5)(6)(7)(8) . The American Diabetes Association recommends that patients 'use the information on the nutrition facts label to compare foods and make better choices' (9) .…”