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Food Labelling Research - Consumer Information Requirements


This qualitative research project was conducted with a representative sample of the food buying general public to understand:
<UL> <LI>
what information consumers want and need to see on food labelling in the future
within this, what they feel should be provided on food packs and the most effective way of labelling
what information could be taken off pack and delivered through supporting channels instead</ul>

Ten workshop sessions of between 2 and 3 hours were held with 8-10 respondents across a range of locations in the UK in February 2006. The workshop sessions combined general discussion around priorities and issues with a variety of data collection exercises (such as completing questionnaires and creating ‘ideal packs’) to look for consistent themes and draw conclusions.

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Results and findings: <BR> Overall, the findings indicate there will be a benefit in encouraging industry to conform to certain principles in grouping and separating information, while retaining their own design styles, and taking some specific information off pack. Developing new ways of displaying some information (e.g. using an icon to denote packaging processes) and providing appropriate supporting information/education so that new and existing icons/marques can be used more effectively will also assist consumers in using information successfully.
<P>Find more about this project and other FSA food safety-related projects at the <a href="; target="_blank">Food Standards Agency Research webpage</a>.

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