EUFIC: European Consumers Spill The Beans On Food Labelling
The study questions 17,300 people in France, Germany, Hungary, Poland, Sweden and the UK, both in supermarkets and at home, and finds on average 18% of Europeans (27% in UK, 9% in France) regularly look for nutrition information.
Independent market research agencies carried out the field work in each country. Results showed that the better established forms of nutrition information on labels such as the Guideline Daily Amount (GDA) scheme, were widely recognised and understood by shoppers.
"There are several nutrition labelling schemes across Europe. Our findings show people recognise them and know how to use them to make nutrition choices", commented Professor Klaus Grunert, University of Aarhus, Denmark, who conducted the study. "Nutrition labelling should be seen as a key element in a rounded public health strategy."
Real life in-store behaviour
The Nutrition Table is the most mentioned source of nutrition information in Germany, Sweden, Hungary and Poland. 53% of shoppers in the UK and 44% in France looked for nutrition information in the GDA labelling system.
Colour coded schemes such as traffic lights had high levels of awareness but were open to misinterpretation as people tended to exaggerate the meaning of the levels, with 73% believing a 'red' light indicated they should avoid eating a product.
People spend an average of 30 seconds selecting a product. UK lowest at 25 seconds, Hungary highest with 47 seconds.
Labelling of key nutrients
Shoppers in four out of the six markets sought calories first. UK consumers looked for fat before calories, Swedes looked equally for sugar and fat.
Getting it right and getting it wrong - over & under estimations
When probed as to fat, sugar and salt content of foods, respondents in the UK, Hungary and Germany got 70% right, 60% in Sweden and France, and 57% in Poland. When wrong, respondents over-exaggerated levels. All countries over-estimated the calorie content of alcoholic drinks.
People underestimate the calories (energy) expended by everyday activities. Just 28% of Swedes and 11% of Poles accurately stated the calories expended in a brisk walk.
46% or less knew how many calories an adult needs per day - the lowest was French men - 22% and Hungarian women - 29%. Most knew men need more calories than women, but worryingly over a third think children need more calories than adult men.
95% knew they should eat more fruit and vegetables, over 73% to eat more wholegrain and over 65% about fibre.
A webinar presentation of the results of the pan-European study by Dr Josephine Wills and Professor Klaus Grunert is available at: http://www.focusbiz.co.uk/live/eufic/mediawebinar01/
EUFIC
EUFIC: consumatorii europeni da de gol privind etichetarea alimentelor - EUFIC: European Consumers Spill The Beans On Food Labelling - articole medicale engleza - startsanatate