Auckland-based food marketing agency Impact PR commissioned the independent survey to gain an insight into consumer perceptions of the clarity of food labelling in New Zealand and the criteria shoppers used when selecting products to put in their supermarket trolleys.
According to the research, consumers were confused about what the labels actually revealed, with almost six out of 10 (58%) of respondents saying that food labels were hard to understand.
The survey also showed that more than half of consumers (53%) believe that food manufacturers do not provide enough information on their labels.
More than a third (35%) of shoppers listed low levels of saturated fat as being the most important factor in selecting whether a product was healthy, while another third (34%) of respondents indicated a tick given by a health organisation was the most important criteria for them personally.
More than a tenth (13%) of respondents said that a healthy product would be free from ingredients that they’re allergic to.
Nearly one in 10 (9%) of those surveyed said a low sugar level was the most important factor in determining which products were healthy, with a further 3% indicating low levels of sodium as most important.
Consumers who answered the survey felt that more information is needed on food labels, particularly country of origin and manufacturer details, with four out of 10 (42%) stating this preference.
Country of origin was more important to older people, particularly those aged 45 and above, and health benefits more so for younger consumers (under 35).
Suitability of food for those with allergies or gluten intolerance was listed at 9% and a further 5% called for more information on product suitability for diabetics.
Consumers also indicated they were interested in more information on product suitability for pregnant women and children (4%).
Impact PR MD, Fleur Revell, says: “We wanted to know if consumers felt they had enough information to make informed choices at the checkout. The survey shows that there is a considerable gap between consumers’ needs for information at the point of purchase and what is being provided currently on product.”
Revell says that, due to the inconspicuous nature of food labels and the limited space available, manufacturers could look to additional means of communicating their product messages with their target audience.
Source: Impact PR
© FoodBev Media Ltd 2024