FOOD LABELLING ISSUES: 

Consumer Qualitative Research Report

December 2001

ANZFA recently commissioned a market research company, NFO Donovan Research, to undertake qualitative research on labelling issues.

This research indicates that consumers generally had a good appreciation of the range of information that is available on packaged foods. Their use of this information was primarily to assist in determining product choice while shopping and to learn more about the productto seek reassurance that it was a ' safe choice' .

The ANZFA research project on labelling issues is exciting in that, for the first time, the research project covers a variety of stakeholder groups, such as consumers, the food industry, health professionals and government enforcement officers and should provide a set of different perspectives on labelling issues. The project is divided into several stages: the first and second stages use qualitative research methods, such as focus groups, to gain an insight into people' s opinions on labelling issues.

For the first stage of the project with consumers this included research on what particular information on the food label is important to them and why. The second stage will explore opinions from other stakeholders, for example, the people producing food labels (the food industry), those health professionals using the information on food labels to advise clients on food choices (for example GPs, dietitians) and those checking to see if the labelling laws are being adhered to (enforcement officers).

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Food Labelling Issues - Consumer Qualitative Research

Contents

 1.Structure of this Report

Part 1 - Executive Summary

  2. Background and Objectives
  3. Methodology
  4. Summary of Findings

Part 2 - Research Results

  5. Food labels in the wider context
  6. Nutrition labels
  7. Ingredient labelling
  8. Country of Origin labels
  9. Date marking
10. Genetically modified, irradiated and novel foods
11. Organic labelling
12. Other labels

13. Legibility Issues
14. Non-label sources of information
15. The role of government
16. In-store Quantitative survey results

17. Conclusions and recommendations

Appendices

Appendix A Discussion Guide
Appendix B In-Store Questionnaire
Appendix C Group task sheets
Appendix D Photographic stimuli

[ Structure of the Report | Part 1 - Executive Summary | Part 2 - Research Results | Appendices |  Full Report - No Appendices ( PDF format 554 Kb)  ]