EUFIC Identifies Consumer Preference for Energy Based Labelling
The results were remarkably consistent across all markets, identifying calories per portion as the preferred front of pack labelling choice. The research concluded that consumers see front-of-pack nutrition information as truly innovative.
14/09/06 Research conducted by the European Food Information Council (EUFIC) has identified a consumer preference for an energy-based approach to nutrition information on food labels.
Based on direction given by research conducted earlier by EUFIC, energy intake (calories) was identified as the nutritional information concept that is the most widely understood across different European markets.
In this latest research, EUFIC tested eight different concepts which varied in complexity of the energy-based information provided; ranging from front of pack “Calories per 100g” to a “full option” that included energy information in relation to daily energy needs for men & women, calories per portion and the amount of exercise needed to burn off the calories contained within the product.
The energy-based concepts were tested among young adults, families and the elderly in France, Germany, the Netherlands and the United Kingdom. The results were remarkably consistent across all markets, identifying calories per portion as the preferred front of pack labelling choice. The research concluded that consumers see front-of-pack nutrition information as truly innovative.
EUFIC’s Director General, Dr. Josephine Wills explains “There is currently a lot of consumer research being conducted on complex nutritional labelling concepts. EUFIC has gone back to basics, testing the most widely understood concept of energy intake (calories consumed). With obesity being a significant public health challenge in Europe, we wanted to determine if communicating energy-based concepts on the front and back of products would increase consumer engagement and understanding of nutrition information.”
EUFIC is currently undertaking a scientific, systematic review of all the major European consumer research commissioned on food labelling initiatives over the past 4 years. The results of this definitive study will be presented at the First World Congress for Public Health Nutrition taking place in Barcelona, 28 – 30 September 2006 (www.nutrition2006.com).
