Food Labelling Background
UK food labelling is based on requirements of the Food Labelling Regulations 1996 (SI 1996 No. 1499). Some foods have additional labelling requirements specific to them. Whilst there are strict rules on labelling, a number of logos and claims that appear on foods fall under a ‘voluntary labelling’ category, meaning they are not subject to specific regulations.
The Food Standards Agency launched the ‘Better Labelling Initiative’ in January 2000 with the aim of discovering what consumers think about food labels; what is confusing or misleading and what improvements they would like to see.
IGD research summarises the labelling information consumers use:
Information used when food shopping
- The majority of consumers actively look for some information about products they buy when food shopping. Only 5% claim not to look for any information.
- The key information requirements are price and sell by date, which are relevant to approximately one third of consumers across different food types (fruit and vegetables, red meat and poultry and processed foods, e.g. ready meals).
- Less consumers look for production and nutritional information, however specific information requirements are dependent on the food type.
Figure 1: Information used when food shopping – top 10
N.B. The graph consolidates the top 10 replies given to the same question asked for three different food types: fruit and vegetables; red meat and poultry; processed foods (e.g. ready meals). A ‘double’ mention shows those respondents who considered a particular factor important for two of the three food types.
Source: IGD Consumer Research, 2003
Confidence in understanding information
- Nearly two-thirds (64%) of the population are “very” or “quite” confident that they understand the information presented to them on food labels.
- Reasons for confidence revolve around having or seeking out knowledge. Those who are confident are interested in food:
- they learnt about food through the media
- they have cooking skills
- concerns about health led them to learn about what labels meant
- 22% of the population are “not very” or “not at all” confident about their understanding of information on food labels. Lack of confidence is mainly related to:
- lack of knowledge about information presented
- lack of trust in the information presented
Figure 2: Confidence in understanding information
Source: IGD Consumer Research, 2003
