Quantitative research on participants' perceptions and use of nutrition, health and related claims on packaged foods

Evaluation Report Series No. 13

This research project collected baseline data from consumers before Standard P293 for nutrition, health and related claims was finalised and will be useful both for the development of the standard and for future evaluation purposes.

The purpose of developing quantitative research on consumers’ perceptions and use of nutrition, health and related claims was to:

gather baseline data on key issues identified in the qualitative research relating to consumers’ perceptions and understanding of nutrition, health and related claims and the impact of such claims on intended purchase;
explore, in a controlled setting, the communication effectiveness of disclosure statements;
collect data on the proportion of consumers that use the Nutrition Information Panel (NIP) to verify claim information on labels; and
gather baseline data on how consumers currently view nutrition and health claims for comparison to data collected in future surveys.

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Quantitative research on participants' perceptions and use of nutrition, health and related claims on packaged foods

Full Report including Appendixes [ pdf 1976 kb ]

Eexcutive Summary [ pdf 163 kb ]

Purpose of the Report
Methodology

Background [ pdf 156 kb]

1. Background and Research Objectives

1.1 Background
1.2 Research objectives

Methodology [ pdf 161kb ]

2. Methodology

2.1 Data Collection
2.2 The Sample
2.3 Questionnaire development
2.4 Data Treatment
2.5 Reporting
2.6 Limitations to the Study

Results [ pdf 1711 kb ]

3. Awareness and use of specific nutrition snd health claims and intent to purchase

3.1 Awareness of specific nutrition and health claims
3.2 Use of nutrition and health claims
3.3 Nutrition, Health and Related Claims influence on the intent to purchase

4. Regulation of nutrition and health claims

4.1 Familiarity with 'omega'
4.2 Influence on perceived health benefit
4.3 Determining the validity of the claim
4.4 Influence on the intent to purchase

5. Endorsement claim influence

5.1 Perceives credibility of endorsements
5.2 Influence on perceived health benefit
5.3 Determining the validity of the claim
5.4 Influence on the intent to purchase

6. Implied claim influence

6.1 Influence on perceived health benefit
6.2 Determining the validity of the claim
6.3 Influence on the intent to purchase

7. Disclosure statement influence

7.1 Use and interpretation of the disclosure statement

8. Cause related marketing influence

Appendixes [ pdf 257 kb]

Appendix 1: The hypothesis

Appendix 2: Proposed claims classification framework

Appendix 3: TNS Panel

Appendix 4: Final questionnaire

Appendix 5: Visual representations of the products

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