3 Use of label elements
3 .1. Label elements used
Respondents were asked a number of questions regarding their use of the 15 label elements. Firstly, respondents were asked which of the elements they used even if just occasionally. Results are shown in Table 3.1a below.
Table 3.1a: Label elements used
Label element | Use (%) |
BASE: 1940 | |
Date Mark | 85 |
Ingredients list | 66 |
NIP | 66 |
Country of origin | 49 |
Preparation / storage instructions | 45 |
Endorsements | 39 |
Nutrient claim | 37 |
Percentage (%) label | 32 |
Warning statement | 22 |
Advisory statement | 22 |
GMO declaration | 16 |
Health claim | 14 |
Allergen declaration | 13 |
Novel food | 9 |
Irradiated food | 3 |
As detailed in the above table, the three elements recording the highest levels of use were date mark(85%), ingredients list (66%) and NIP (66%). Almost half of all respondents reported using the country of origin(49%) and preparation / storage instructions ( 45%). The least used elements were GMO declaration (16%),health claim (14%),allergen declaration (13%),novel food (9%), and irradiated food declaration (3%). However it should be noted that, with the exception of health claims, these latter set of label elements are only mandatory on food labels of products containing these ingredients and in some cases reflect new labelling provisions in the Code. Therefore, awareness and use might be expected to be lower than for other label elements.
Respondents who used more than three elements were subsequently asked to indicate the three elements they use the most (respondents who indicated they use three or less elements were recorded by the interviewer as 'use most' for this question). Results are shown in Table 3.1b over the page.
Table 3.1b: Label elements used most
Label element | Use most % |
BASE: 1940 | |
Date Mark | 68 |
NIP | 52 |
Ingredients list | 49 |
Country of origin | 19 |
Endorsements | 17 |
Preparation / storage instructions | 16 |
Nutrient claim | 14 |
Percentage (%) label | 13 |
Warning statement | 6 |
Allergen declaration | 5 |
GMO declaration | 4 |
Health claim | 4 |
Advisory statement | 3 |
Novel food | 2 |
Irradiated food | <1% |
The spread of label elements used ‘most’ was much narrower than the spread of label elements used at all. Date mark was the element most frequently reported as being used the most (68%). This was followed by the NIP(52%) and ingredients list(49%). Less than one in five respondents reported using any of the other elements the most.
Again, a number of significant differences amongst demographic sub-groups were observed in prompted awareness. These varied between label elements, and are summarised below:
- Age (ingredients list, NIP, % label, nutrient claim, country of origin, GMO);
- Gender (ingredients list, NIP, allergen declaration, nutrient claim, warning statement, preparation & storage instructions);
- Education (ingredients list, GMO);
- Income (ingredients list);
- Country (NIP, nutrient claim, advisory statement, warning statement, country of origin, GMO, preparation & storage instructions, novel foods);
- Children (ingredients list, NIP, advisory statement, warning statement);
- Age of children (NIP); and
- Special health needs (ingredients list, NIP, allergen declaration, nutrient claim).
These differences are reported in detail in the PowerPoint presentation (slides 39-40) and the data tables.
3 .2. Nature of label element use
A series of four questions were then asked about the respondent’s perceptions and behaviour regarding the label elements they use. This included the frequency of label use, how clear the label is perceived to be, trustworthiness of various label elements and reasons for not using label elements. Respondents were asked all four questions, in sequence, for up to three label elements they used most as well as any other core element they used. (Core elements areingredient list; NIP; allergen declaration; percentage label; nutrient claim;and date mark.)
The qualitative research that preceded this study7 [1] provided insights into the nature of label use and particularly how product categories influence use. In order to give respondents a product context in which they referenced their responses, respondents were asked a preliminary question requiring them to name, from a randomly scattered list of 12 food categories, the foods for which they use each label element.
These results provide quantitative confirmation of the qualitative research findings which indicated that label elements are used quite differently for different products. For example, date marks are used more regularly for perishable foods (eg, dairy) and allergen declarations were relied upon more for baked products such as biscuits, and dairy foods. Results for core elements are summarised in Table 3.2.1 over the page (that is the top 3 products used for each of the core elements). Full results are found in the data tables.
Table 3.2.1: Food categories for which label elements are used most
Label element | Use most |
Ingredients list | • Breakfast Cereals (62%) |
NIP | • Breakfast Cereals (65%) |
Date mark | • Dairy products (85%) |
Percentage label | • Oils, butter, margarine, dairy spreads and other fats (56%) |
Nutrient claim | • Breakfast Cereals (58%) |
Allergen declaration | • Sweet biscuits / cakes / confectionery (46%) |
The food type first mentioned in the previous question (3.2.1) was used to answer the following question:When buying (nominated food type) how often do you look at….(name of a label element ). Notable results are summarised in Table 3.2.2 below.
Table 3.2.2: Frequency of label use
| Frequency of label element use (%) | |||
| Only occasionally | Most of the time when I buy | Every time I buy that product | When I buy for the first time |
Ingredients list | 18 | 32 | 20 | 31 |
NIP | 20 | 31 | 19 | 30 |
Date mark | 8 | 24 | 67 | 1 |
Country of origin | 14 | 34 | 32 | 20 |
Percentage label | 24 | 32 | 18 | 26 |
Nutrient claim | 22 | 33 | 17 | 28 |
Prep & storage instructions | 26 | 35 | 20 | 20 |
Endorsements | 21 | 34 | 29 | 16 |
Warning statement | 18 | 32 | 40 | 11 |
Allergen declaration | 20 | 28 | 30 | 23 |
Advisory statement | 27 | 27 | 22 | 24 |
Health claim | 16 | 35 | 28 | 21 |
GMO declaration | 10 | 29 | 45 | 16% |
Note – Base sizes for novel food and irradiated food too small to report results.
Date marks, warning statements, GMO declarations and allergen declarations are all used most regularly, with a higher proportion of those responding to use of each label element indicating they use these elements every time that they buy the product in question. Ingredient, nutrient and nutritional information is used most (but not all) of the time, or when buying products for the first time (changing brands, trying new products) ,
Respondents were asked to rate clarity of label elements that they use using the following scale: very clear, fairly clear and not very clear. Endorsements have the highest proportion of very clear responses (55%), followed by date marks (44%).Very clearresponses for all other label elements ranged from 20% - 36%. GMO declaration had the highest proportion ofnot very clearresponses (29%) followed bycountry of originlabels (16%).
The main reasons provided by respondents as to why labelling elements were not clear enough were:
- the use of scientific language (ingredient list and allergen declaration);
- vague or confusing terms (NIP and nutrient claim);
- incomplete / not enough detail (NIP, percentage labelling, nutrient claim); and
- cannot find it / hidden (date mark only).
3 .2.4. Trustworthiness of a label element
Finally, respondents were asked: How much do you feel you can trust the information given on the (label element)?Responses used the following scale:
- I trust what it says;
- I'm pretty sure I trust what it says;and
- I'm not sure whether to trust it or not.
Date marks and endorsements received the highest proportion of I trust what it saysresponses (53%), followed by preparation and storage instructions (50%).
The greatest proportion of I’m not sure whether I trust it or not responses, was in regard to the GMO declaration (27%), followed by theingredient list (17%),novel foods(16%) and NIPs(15%).
Those consumers who did respond I’m not sure whether I trust it or not were asked an open-ended question what is it about [element] that makes you doubt how trustworthy it is? Main reasons reported by those asked this question (for any element used) are summarised below:
- Companies lie on labels(4% of NIP users, 4% of nutrient claim users, 3% of ingredient list users, 3% of % label users);
- Too vague , it doesn’t tell you what you want(6% ingredients list users, 2% NIP users)
- Negative previous experience(<1% date mark users);
- Suspicious of imported products / foreign language (4% of country of origin users);
- I’m naturally suspicious(3% of NIP users, 3% of % label users, 2% of ingredient list users); and
- I don’t trust big business(2% NIP users, 2% advisory statement users).
3 .2.5. Reasons for non-use of label elements
An open ended question about the non-use of label elements was asked of respondents who reported recognising an element but not using it when making a purchasing decision. Across all label elements (with varying respondent base sizes) there were two key reasons for label non-use:
- Disinterest in labels –consumers who reported that they are not interested / can't be bothered reading the label / the label element in question was not relevant, not useful and has no benefit. This was more prevalent in younger age groups (18-24 year olds), and those with lower education and no special needs.
- Habit / positive experiences –consumers who have bought the same product for years and not had a problem with it (this may cause disinterest in using labels).