Labels still confuse Kiwis

Food manufacturers are failing to provide consumers with enough detail on product labels, according to a new study. 

Research commissioned by Auckland-based food marketing agency Impact PR showed almost six out of 10 (58%) respondents found food labels were hard to understand.

It also found more than half (53%) believe food manufacturers do not provide enough information on their labels.

More than one 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%) indicated a tick given by a health organisation was the most important criteria for them personally.

More than a tenth (13%) of respondents said a healthy product would be free of ingredients to which they are allergic.

Nearly one in ten (9%) 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.

However, only 5% said having organic ingredients was the most important factor for them.

Consumers wanted more information on food labels, particularly country of origin and manufacturer details with four out of 10 (42%) stating this preference. This was followed by health benefits (24%) and fat content (16%).

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/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 managing director Fleur Revell says the company commissioned the research to find out whether consumers believed food manufacturers were doing enough in terms of food labelling.

“We wanted to know if consumers felt they had enough information to make informed choices at the checkout,” she says.

“The survey shows that there is a considerable gap between consumer’s needs for information at the point of purchase and what is being provided currently on product.”

She says 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.

Consumers wanted more information on food labels, particularly country of origin and manufacturer details with four out of 10 (42%) stating this preference. This was followed by health benefits (24%) and fat content (16%).

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/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 managing director Fleur Revell says the company commissioned the research to find out whether consumers believed food manufacturers were doing enough in terms of food labelling.

“We wanted to know if consumers felt they had enough information to make informed choices at the checkout,” she says.

“The survey shows that there is a considerable gap between consumer’s needs for information at the point of purchase and what is being provided currently on product.”

She says 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.