Influence of nutrition labelling on healthier eating and purchasing decisions as perceived by consumers and food manufacturers
Creators: name: Ogundijo, Daniel
Publisher: name: University of Lincoln
Year: 2024
Subjects: D640 - Food &amp; beverages for the consumer
D641 - Food &amp; beverage packaging

description: <b>Background</b>: Nutritional labelling has been identified as one of the major health policy tools in encouraging consumers to eat more healthily. However, its role in making healthier food choices is not fully understood. Consumers, when making food choices are faced with a plethora of factors influencing their decision. <b>Main aim</b>: The overall aim of this study is to investigate the influence of the nutrition labelling on healthier eating and purchasing decisions as perceived by consumers and food manufacturers. <b>Methodology</b>: The nutrition labels of 500 food products were investigated, and the products were categorised based on their fat, saturated fat, salt and sugar contents using quantitative content analysis into least healthy, moderately healthy, and healthier foods. Consumers understanding and the use of nutrition labels in making food choices were investigated quantitatively by the use of questionnaire in two settings (Academic, n=242 and general public, n=792). The perceptions of food manufacturers on label use and their roles in healthier foods production were also investigated using a questionnaire. An intervention study on food portion size (key information on nutrition labels), was then carried out to investigate consumers’ understanding of it. Posters with visual representations of correct portion sizes were utilised as intervention materials. Because part of this PhD research was done during the Covid-19 pandemic, its impact on consumers’ food behaviours were explored. Descriptive and inferential statistical analyses, mainly thematic analysis, multiple ordinal regressions, Cochran’s Q tests, pairwise McNemar test comparisons and an analysis of covariance (ANCOVA), in which post scores are regressed onto pre-scores, were used in analysing the datasets. <b>Main Findings</b>: Traffic light RAG (Red, Amber, Green) colour coded, and Guideline Daily Amounts (GDA) label formats were frequently used on food items, particularly breakfast cereals and dairy products. The use of RAG colour in Traffic light (TL), and table or grids in GDA are easy to understand and could provide consumers with at-a-glance information about 4 products during shopping. The age of the participants was found to be the most critical socio?demographic characteristic having an impact on the purchasing decision. The food manufacturers had the general opinion that the traffic light nutrition label format is capable of providing ‘at a glance’ nutritional information to the consumers, but 20% did not recognise the importance of nutrition labels and 48% had no knowledge of the legal requirements of these labels within the UK. The intervention seems to increase consumers’ knowledge of portion sizes and improved scores were observed with breakfast cereals (29% correct Pre-test, 75% Post-test) and bread (26% correct pre-test vs 71% post-test). The effects of the pandemic on were more noticeable in younger generations and participants from minority ethnic groups. <b>Conclusions</b>: This study highlights the consumers` demand for healthier foods, but many lack the knowledge to make a healthier choice based on the nutritional information given on a product. Nutrition information on the labels is useful and does help in healthier choice of products by many people. However, more intervention by the government to increase nutritional knowledge and consumer awareness needs to be encouraged.