Food Labelling Issues:
Qualitative research on participants' perceptions and use of nutrition, health and related claims on packaged foods and associated advertising material
Evaluation Report Series No. 12
This study was conducted as the first of a two-part project to collect baseline data from consumers on how nutrition, health and related claims (refer Appendix A) are perceived, and the extent to which currently available claims are used in making food choices in the context of their whole diet. The component of the study reported here is the preliminary qualitative research. This research project is intended to provide useful information for the development of standards for nutrition, health and related claims as well as provide baseline data for future evaluation purposes. As health claims are currently not permitted (except for a folate/neural tube defect claim), and there may be nutrition claims used in the future that are not currently seen in the market place, all subsequent reference to nutrition and heath-related claims should therefore be taken as referring to both current and potential claims.
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Qualitative research on participants' perceptions and use of nutrition, health and related claims on packaged foods and associated advertising material
Executive Summary [ pdf 56 kb ]
Purpose of the research
Methodology
Background [ pdf 29 kb ]
1. Background and research objectives
1.1. Background
1.2. Research objectives
Methodology [ pdf 54 kb ]
2. Methodology
2.1. Sampling
2.2. Composition and structure of interviews
2.3. Recruitment
2.4. Interview procedure
Results [ pdf 706 kb ]
3. Study limitations
4. Assessing claims
4.1. Perceived health benefits of claims
4.2. Grouping of claims on perceived health benefits
4.3. Grouping of claims on purchase intention
4.4. Slimming claim
4.5. Concept of a healthy/balanced/total diet
4.6. Role of government
4.7. Sources of information5. Biomarkers
6. Understanding implied health claims
6.1 Heart symbol with words ‘healthy heart’
6.2. Heart symbol with an ecg graphic
6.3 Healthy teeth chewing gum
6.4. Boost protein bar
6.5. Night time tea
6.6. Osteofix milk
7. Enhancing communication effectiveness – Message devices
7.1. Understanding of claims and devices
7.2. Likely impact of the claim and nip device
7.3. Preferred format and location for information
7.4. Using the NIP8. Health claims on food labels compared to Advertisements
8.1. Yoghurt comparison
8.2. Soy milk comparison9. Health claims on food labels compared to Complementary medicine labels
9.1. St John’s Wort tea
9.2. St John’s Wort capsules
9.3. Comparing St John’s Wort tea and capsules10. Observations and conclusions across all study Topics
11. Recommendations for quantitative survey
Appendixes [ pdf 87 kb ]
Appendix A: Glossary of Terms
Appendix B: Interview Protocols