Guideline Daily Amounts - Consumer Research Report

Date : 01 June 2005

Due to the increased number of GDAs to be presented on the back of pack, the IGD GDA Communications Working Group commissioned mmr Research Worldwide to undertake research to investigate consumer preference and understanding of the best way to communicate this information on the back of food packaging.

Consumers were shown a number of different potential GDA formats (5 formats showing either an adult set of GDAs or separate sets of GDAs for men and women followed by 2 formats that also included a set of GDAs for children) and their preference for, and understanding of, each was assessed. In addition questions were asked to ascertain a hierarchy for the display of different nutrients on GDA labelling and to understand consumers current awareness and use of GDA information.