CONSUMERS AND FOOD PRODUCT LABEL INFORMATION

Three quantitative surveys in four capital cities during 1991 presented questions about food product label information to characteristic random samples of supermarket shoppers. Responses rates were above 75%. Most shoppers read information on food product labels, usually prior to purchase. Use-by-date, additive and ingredient details were among the most valued aspects of current label information. Health messages were seen by many to be helpful. Nevertheless many, especially early school leavers, had difficulty in comprehending basic ingredient information. Many shoppers wanted details of cholesterol, calories/kilojoules, fat, sugar, and additive contents on the label along with health messages but few wanted details of dietary fibre or complex carbohydrates. The results suggest the need for standardised label designs which include information in forms relevant to industry, scientists and consumers' needs. The case for long term community nutrition education is also underlined.