FOOD LABELLING ISSUES: QUANTITATIVE RESEARCH WITH CONSUMERS

1
FOOD LABELLING ISSUES QUANTITATIVE RESEARCH WITH
CONSUMERS

• A Presentation toFood Standards Australia New
  Zealand (FSANZ)

Job Number C02020 May 2003
2
Main Menu
LABEL ELEMENT
LABEL CONSUMERS
1. Overview
3. Overview
2. Choose Specific Element
4. Choose Consumer Segment
5. Background and Objectives
6. Methodology
Click Boxes 1 to 6 for further detail
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Label Element Menu
OVERVIEW OF LABEL ELEMENTS
1. Needs Attitudes
4. Label Interpretation
3. Use
2. Awareness
Back to Main Menu
Click Boxes 1 to 4 for further detail
4
Label Element Menu
Ingredient List
Advisory Statement
Preparation/Storage
NIP
Health Claim
Warning Statement
Allergen Declaration
Country of Origin
Novel Food
Endorsements
GMO
Percentage Labelling
Nutrient Claim
Irradiated Foods
Date Mark
Back to Main Menu
Click Label Element Box for further detail
5
Background to the Research

• In 2002, NFO Donovan Research was commissioned to
  conduct a quantitative study with consumers in
  Australia and New Zealand. The purpose of the
  research was to asses the impact of the changed
  labelling provisions featured in the new joint
  Australia New Zealand Food Standards Code (the
  Code.) This entailed the analysis of
• consumer awareness of label elements
• the level of consumer understanding of label
  elements and
• the role of labels in making informed choices
  about food products.

This research is based on qualitative research
conducted by NFO Donovan Research in 2001 for
FSANZ. It provides baseline data for the future
evaluation of the new labelling provisions in the
Code, that came into full effect on 20 December
2002.
6
Research Objectives

• Specifically, the research provides baseline data
  on the following
• What consumers currently look for in the labels
  of packaged food and in unpackaged food
• Whether consumers are familiar with the various
  major labelling elements and new labelling
  information.
• Whether and how consumers use labelling
  information, and their reasons
• Concern about the clarity and trustworthiness of
  label elements
• Whether changes to labelling have changed
  consumers purchasing decisions, and if so in
  relation to which element in particular
• Whether consumers are able to interpret labels
  correctly
• Which label elements consumers find difficult to
  interpret.

Back to Main Menu
7
Methodology

• Overview
• The interviews were conducted door-to-door with
  the general public in Australia and New Zealand
  during August and September 2002.
• All participants were aged 18 or over and a mix
  of main grocery shoppers and non-grocery
  shoppers was obtained
• All participants were offered a 2 scratch
  lottery ticket as an incentive to take part in
  the research.
• The total number of interviews conducted was
  n1940

8
Methodology

• The Questionnaire
• The questionnaire was developed in close
  consultation with FSANZ, to be administered face
  to face to consumers in the major cities of
  Australia and New Zealand.
• Interviews were conducted door-to-door, by
  interviewers from IQCA accredited fieldwork
  companies SurveyTalk (Australia) and NFO New
  Zealand.
• All interviewers were fully briefed on the
  project in person, and all efforts were made to
  ensure they had a high degree of familiarity and
  comprehension of the questionnaire.
• The final version of the questionnaire was 26
  pages in length, and the average interview
  running time was 34 minutes in New Zealand and 30
  minutes in Australia

9
Methodology

• Pre-test and Pilot Test
• The development and testing of the questionnaire
  and stimulus materials included four stages
• Stage 1
• Consultation with and extensive feedback from key
  FSANZ staff in Australia and New Zealand, on the
  questionnaire framework and flow chart, developed
  by NFO Donovan Research.
• Stage 2
• Question pre-testing using cognitive interviewing
  and group discussions.
• Stage 3
• Formal pilot in Australia (Sydney) via n30
  interviews, followed by interviewer debrief.
  Improvements to question wording, length and
  stimulus materials were made after this stage.
• Stage 4
• Formal pilot in New Zealand (Auckland) via n20
  interviews, followed by interviewer debrief.

10
Presentation Notes

• Significant testing carried out at 95 confidence
  level
• Statistically significant differences have been
  denoted either by
• A yellow star
• A text box containing subgroup data
• Non-statistically significant differences are
  always denoted as such.
• As well as analysis by demographic subgroups, the
  following additional sub-groups have been
  created

• Special Needs?
• yes
• no
• Type of special need
• allergens/asthma
• medical condition
• weight loss
• all other needs
• no needs
• see Interpretive Summary for list of details

• Health Consciousness
• Highly health conscious (always or regularly
  choose the healthy alternative)
• Moderately health conscious (usually dont worry
  about the health or nutritional value of foods or
  sometimes like to choose healthy or nutritious
  foods, depending on cost and convenience
• Not at all health conscious (not at all concerned
  about the health or nutritional value of foods)

11
Sample Demographics
The table below details the age categories of
survey participants, compared to National 2001
Census Data collected by the Australian Bureau of
Statistics and Statistics New Zealand (2001).
12
Sample Demographics
Education statistics of the sample
Gender, Ethnicity and Language Demographics of
the sample
Denotes a statistically significant difference
within the subgroups at the 95 confidence level
13
Sample Demographics
Household situation statistics of the sample
Proportion of main grocery shoppers in the
sample, and reported income brackets of all
participants
Total household income proportions do
not account for currency exchange rates between
Australia and New Zealand
Denotes a statistically significant difference
within the subgroups at the 95 confidence level
Back to Main Menu
14
Special Needs
Q1. Do you or any members of your family have any
special needs listed on this card and are
therefore more careful about choosing food
products?
BASE All respondents n1940
15
Attitudes
Q2. Here are five statements about buying food
and Id like you to tell me which one best
describes how you feel when buying food for your
household.
BASE All respondents n1940
Denotes a statistically significant difference
between the subgroups at the 95 confidence level
16
Attitudes by Special Needs
Q2. Here are five statements about buying food
and Id like you to tell me which one best
describes how you feel when buying food for your
household.
BASE All respondents n1940
Denotes a statistically significant difference
between the subgroups at the 95 confidence level
17
Attitudes by Gender
Q2. Here are five statements about buying food
and Id like you to tell me which one best
describes how you feel when buying food for your
household.
BASE All respondents n1940
Denotes a statistically significant difference
between the subgroups at the 95 confidence level
18
Attitudes by Age
Q2. Here are five statements about buying food
and Id like you to tell me which one best
describes how you feel when buying food for your
household.
BASE All respondents n1940
19
Attitudes by Age
Q2. Here are five statements about buying food
and Id like you to tell me which one best
describes how you feel when buying food for your
household.
BASE All respondents n1940
Denotes a statistically significant difference to
unmarked subgroups at the 95 confidence level
20
Specific Consumer Attitudes
Q3. Here are a number of things other people
have said about selecting food products. How
strongly do you agree or disagree with each
statement?
Ive always been able to find any information I
need on a food or drink label.
When I read the labels on food products, I just
focus on one of two things, such as the levels of
fat or if there are preservatives.
Generally speaking, its easy to understand and
use the information on food labels.
I find some information on food labels really
useful or important.
Its hard to tell which parts of the label are
advertising and which are standard information
manufacturers have to put on it.
I dont have enough time to read food labels
when Im shopping even if I wanted to.
21
Attitudes continued
Q3. How strongly do you agree or disagree with
each statement?
BASE All respondents n1940
Ive always been able to find any information I
need on a food or drink label.
Denotes a statistically significant difference in
overall agreement or disagreement (combined
strongly or tend to) between the subgroups at the
95 confidence level
22
Attitudes continued
Q3. How strongly do you agree or disagree with
each statement?
BASE All respondents n1940
Ive always been able to find any information I
need on a food or drink label.
Health Conscious
Country
Total
Special Needs
51
65
41
Denotes a statistically significant difference in
overall agreement or disagreement (combined
strongly or tend to) between the subgroups at the
95 confidence level
23
Attitudes continued
Q3. How strongly do you agree or disagree with
each statement?
BASE All respondents n1940
When I read the labels on food products, I just
focus on one of two things, such as the levels of
fat or if there are preservatives.
Denotes a statistically significant difference in
overall agreement or disagreement (combined
strongly or tend to) between the subgroups at the
95 confidence level
24
Attitudes continued
Q3. How strongly do you agree or disagree with
each statement?
BASE All respondents n1940
When I read the labels on food products, I just
focus on one of two things, such as the levels of
fat or if there are preservatives.
Health Conscious
Country
Total
Special Needs
60
68
39
Denotes a statistically significant difference in
overall agreement or disagreement (combined
strongly or tend to) between the subgroups at the
95 confidence level
25
Attitudes continued
Q3. How strongly do you agree or disagree with
each statement?
BASE All respondents n1940
Generally speaking, its easy to understand and
use the information on food labels.
Denotes a statistically significant difference in
overall agreement or disagreement (combined
strongly or tend to) between the subgroups at the
95 confidence level
26
Attitudes continued
Q3. How strongly do you agree or disagree with
each statement?
BASE All respondents n1940
Generally speaking, its easy to understand and
use the information on food labels.
Health Conscious
Country
Total
Special Needs
50
58
14
33
27
Denotes a statistically significant difference in
overall agreement or disagreement (combined
strongly or tend to) between the subgroups at the
95 confidence level
27
Attitudes continued
Q3. How strongly do you agree or disagree with
each statement?
BASE All respondents n1940
I find some information on food labels really
useful or important.
Denotes a statistically significant difference in
overall agreement or disagreement (combined
strongly or tend to) between the subgroups at the
95 confidence level
28
Attitudes continued
Q3. How strongly do you agree or disagree with
each statement?
BASE All respondents n1940
I find some information on food labels really
useful or important.
Total
Health Conscious
Country
Special Needs
84
45
Denotes a statistically significant difference in
overall agreement or disagreement (combined
strongly or tend to) between the subgroups at the
95 confidence level
29
Attitudes continued
Q3. How strongly do you agree or disagree with
each statement?
BASE All respondents n1940
Its hard to tell which parts of the label are
advertising and which are standard information
manufacturers have to put on it.
Denotes a statistically significant difference in
overall agreement or disagreement (combined
strongly or tend to) between the subgroups at the
95 confidence level
30
Attitudes continued
Q3. How strongly do you agree or disagree with
each statement?
BASE All respondents n1940
Its hard to tell which parts of the label are
advertising and which are standard information
manufacturers have to put on it.
Health Conscious
Country
Total
Special Needs
28
34
30
28
Denotes a statistically significant difference in
overall agreement or disagreement (combined
strongly or tend to) between the subgroups at the
95 confidence level
31
Attitudes continued
Q3. How strongly do you agree or disagree with
each statement?
BASE All respondents n1940
I dont have enough time to read food labels
when Im shopping even if I wanted to.
Denotes a statistically significant difference in
overall agreement or disagreement (combined
strongly or tend to) between the subgroups at the
95 confidence level
32
Attitudes continued
Q3. How strongly do you agree or disagree with
each statement?
BASE All respondents n1940
I dont have enough time to read food labels
when Im shopping even if I wanted to.
Health Conscious
Country
Total
Special Needs
36
28
33
27
35
62
38
Denotes a statistically significant difference in
overall agreement or disagreement (combined
strongly or tend to) between the subgroups at the
95 confidence level
33
Attitudes continued
Q3. How strongly do you agree or disagree with
each statement?
BASE All respondents n1940
Im very interested in food label information.
Denotes a statistically significant difference in
overall agreement or disagreement (combined
strongly or tend to) between the subgroups at the
95 confidence level
34
Attitudes continued
Q3. How strongly do you agree or disagree with
each statement?
BASE All respondents n1940
Im very interested in food label information.
Return to Overview of Label Elements Menu
Denotes a statistically significant difference in
overall agreement or disagreement (combined
strongly or tend to) between the subgroups at the
95 confidence level
35
Awareness

• Unprompted awareness measures the respondent's
  ability to recall a food labelling element, it
  provides an indication of what elements are more
  top of mind than others.
• However, for this study, it is not the best way
  to report awareness of specific label elements,
  particularly given the number of different
  elements included in the study, that some
  elements are much newer than others, and that
  some elements are similar or related to each
  other.
• It was known from the qualitative research that
  some consumers described quite incorrectly the
  features of particular elements, and others use
  one label element name and mean another (eg
  nutrient claim vs NIP ingredients list vs
  allergen declaration).
• For these reasons prompted awareness (measured
  using label illustrations) is a more realistic
  and accurate measure of awareness. Prompted
  awareness measures recognition - a more
  appropriate mental task, and thus a more accurate
  measure of 'true awareness'. Therefore throughout
  this study, we refer to and report in more detail
  on prompted measures of awareness.

36
Awareness (unprompted)
Q4a. Firstly, thinking about all of the different
types of food products available to buy, can you
tell me what kinds of information can be found on
packaged food and drink products?
BASE All respondents n1940
37
Awareness continued
Q4a. Firstly, thinking about all of the different
types of food products available to buy, can you
tell me what kinds of information can be found on
packaged food and drink products?
BASE All respondents n1940
38
Awareness (prompted)
Q4b. These pictures show 16 different types of
information found on labels. Which of these do
you recognise?
39
Awareness (prompted)
Q4b. These pictures show 16 different types of
information found on labels. Which of these do
you recognise?
Click here for more information
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Awareness (prompted)
Q4b. These pictures show 16 different types of
information found on labels. Which of these do
you recognise?
41
Awareness (prompted)
Q4b. These pictures show 16 different types of
information found on labels. Which of these do
you recognise?
Return to Overview of Label Elements Menu
42
Use of label elements
Q4c. Which of these types of information do you
use?
BASE All respondents n1940
43
Use of label elements continued
Q4c. Which of these types of information do you
use?
BASE All respondents n1940
44
Use of label elements
Q4d. Thinking about all the different types of
foods and drinks that you buy, which three types
of information do you use the most?
BASE All respondents n1940
45
Use of label elements continued
Q4d. Thinking about all the different types of
foods and drinks that you buy, which three types
of information do you use the most?
BASE All respondents n1940
46
Nature of element use
Q5b. When buying nominated food type ... how
often do you look at element...?
47
Nature of element use
Q5b. When buying ... how often do you look at ...?
48
Nature of element use - clarity of element
Q5c. Which of the following best describes how
clear and easy to understand you think ... is?
49
Nature of element use - clarity of element
Q5c. Which of the following best describes how
clear and easy to understand you think ... is?
Base for Irradiated foods (n7) - too small to
report
50
Reasons why element is not as clear as it could
be (main reasons)

• Ingredients (n93) Scientific language (39)

NIP (n78) Vague / confusing terms
(35) Incomplete / not enough detail (32)
Allergen declaration (n28) Scientific language
(25)
Percentage label (n47) Incomplete / not enough
detail (40)
Nutrient claim (n46) Vague / confusing terms
(30) Incomplete / not enough detail (24)
Date mark (n157) Cant find it / hidden (62)
Elements not listed had bases too small to
provide valid reporting
51
Nature of element use - trustworthiness of element
Q5d. How much do you feel you can trust the
information given in the ...?
n1271
n1271
n234
n614
n721
n1630
n70
n118
n377
52
Nature of element use - trustworthiness of
element contd
Q5d. How much do you feel you can trust the
information given in the ...?
Base for Irradiated foods (n7) - too small to
report
53
Reasons for doubting how trustworthy an element
is (main reason, open-ended question)

• Ingredients (n194) Too vague / it doesnt tell
  you what you want (40)
• NIP (n185) Companies lie on labels (26)
• Percentage label (n47) Companies lie on labels
  (24)
• Nutrient claim (n46) Companies lie on labels
  (27)
• Date mark (n77) Negative previous experience
  (17)
• Best before doesnt tell you how fresh it is
  (12)
• Country of origin (n49) Suspicious of imported
  products / foreign language (71)

54
Reasons for non-use of label elements
Q6. You said earlier that you recognised, but
dont use element. Why dont you use
element? (Pre-coded question, with other,
write in option).

• Main reasons for all elements (consistently
  highest responses for all elements)
• - Not interested / cant be bothered
• - Not concerned / not relevant
• - Not useful / no benefit
• - habit/positive experiences - consumers who have
  bought same product for years and not had a
  problem with it (which may contribute to
  disinterest in using labels).

Respondents who were younger (18-24), who had no
special needs and lower education were more
likely to be not interested/cant be bothered
Return to Overview of Label Elements Menu
55
Label Interpretation

• Questions 9-20 focused on label interpretation
• Question 9 - combination of label elements
• Questions 10-14 - NIP
• Questions 15 a-b - ingredient list
• Questions 16 a-b - percentage label
• Question 17 - allergen declaration
• Question 18 - date mark
• Question 19 - country of origin
• Question 20 a-f - nutrient claims
• For each question, respondents were shown a
  showcard featuring the relevant label element
  which was used to remind them of the element in
  question, or for their referral while considering
  their response.

56
Combined Label Interpretation
Q9. Which pieces of information show pic card
tub of yogurt would you use when considering
your purchase?
57
Combined Label Interpretation
Q9. Which pieces of information show pic card
tub of yogurt would you use when considering
your purchase? (Proportions of all mentions
(multiple response) presented below.)
BASE All respondents n1940
Click here for more detail
Click here for more detail
58
NIP
Q9. Which pieces of information show pic card
tub of yogurt would you use when considering
your purchase? (Proportions of all mentions of
NIP information (multiple response) presented
below.)
BASE All who used NIP (n1439)
Sugar 42 Total fat 40 Fat (unspecified)
27 Energy 25 Sodium 21 Protein
17 Carbohydrate 11 Saturated fat 11 Both
Total Saturated fat 8 Serving Size
4 Serving per package 2
Return to Label Interpretation
59
Ingredients
Q9. Which pieces of information show pic card
tub of yogurt would you use when considering
your purchase? (Proportions of all mentions of
Ingredient List information (multiple response)
presented below.)
BASE All who used Ingredients List (n206)
Ingredients 63 Strawberries / fruit content
29 Sugar 23 Additives 18
Return to Label Interpretation
60
NIP Interpretation
Q10a. Which of these foods do you think would be
a wiser choice for a healthy diet?
BASE All respondents n1940
Product B is correct

• Product B is a wiser choice, as it is
  significantly lower in sugar.
• As many respondents answered correctly as
  incorrectly.

61
NIP Interpretation
BASE n1837 (excludes dont know at Q10a)
Q10b. Which column of information did you mostly
use to make your decision? Per serving
54 Per 100g 30 Both 15

• Either column could have been used, as serve
  sizes are the same for both products.
• Over half chose to use the per serving column.

Product B is correct
62
NIP Interpretation
BASE n1837 (excludes dont know at Q10b)
Q10c. Which nutrients did you mostly use to make
your decision (multiple response allowed) Total
fat 64 - of which 48 chose Product A - of
which 27 chose Product B Sugars 48 - of
which 24 chose Product A - of which 56 chose
Product B ? Saturated fat 29 Energy 28

• Respondents should have based their decision on
  sugar content, both products have similar levels
  of all other nutrients.
• Almost half the respondents used sugar in their
  decision making, and over half of those (56)
  correctly selected Product B (?). However one
  quarter (24) selected Product A, and therefore
  were not able to correctly identify the healthier
  choice even when looking at the correct nutrient.
  
• Two thirds of respondents used total fat in their
  decision making.

Product B is correct
63
NIP Interpretation
Q11a. Which of these foods do you think would be
a wiser choice for a healthy diet?
Product A is correct
BASE n1015

• Product A is a wiser choice, as it is
  significantly lower in sodium.
• The majority of respondents made the right
  product selection, for a healthier choice.

64
NIP Interpretation
BASE n983 (excludes dont know at Q11a)
Q11b. Which column of information did you mostly
use to make your decision? Per serving 55 -
of which 78 chose Product A - of which 14
chose Product B Per 100g 31 - of which 74
chose Product A - of which 15 chose Product
B Both 13
Product A is correct

• The per 100g column should have been used as
  serve sizes differ between product A and B.
• Only one third of respondents used the per 100g
  column in their decision making. Of those, three
  quarters made the correct product selection.
  This equates to one fifth (22) of those asked
  this question.

65
NIP Interpretation
BASE n975 (excludes dont know at Q11b)
Q11c. Which nutrients did you mostly use to make
your decision (multiple response
allowed) Total fat 65 - of which 79
chose Product A - of which 11 chose Product
B Sugars 38 - of which 76 chose Product
A - of which 11 chose Product B Sodium
35 - of which 82 chose Product A? - of
which 8 chose Product B Saturated fat
29 Energy 28
Product A is correct

• Respondents should have based their decision on
  sodium content, both products have similar levels
  of all other nutrients.
• However, only one third of respondents used
  sodium in their decision making, and two thirds
  used total fat.
• The majority of respondents who looked at sodium
  made the correct product selection. Of those 82
  correctly selected Product A (?).

66
NIP Interpretation
Q12a. Which of these foods do you think would be
a wiser choice for a healthy diet?
Product B is correct
BASE n934

• Product B is a wiser choice, as it is
  significantly lower in energy and fat.
• The majority of respondents made the right
  product selection, for a healthier choice.

67
NIP Interpretation
BASE n895 (excludes dont know at Q12a)
Q12b. Which column of information did you mostly
use to make your decision? Per serving 54 -
of which 22 chose Product A ? - of which 71
chose Product B Per 100g 53 - of which 21
chose Product A - of which 67 chose Product B
? Both 13

• Either column could have been used, as serve
  sizes are the same for both products.
• Preference for using each column was evenly
  divided.

Product B is correct
68
NIP Interpretation
BASE n885 (excludes dont know at Q12b)
Q12c. Which nutrients did you mostly use to make
your decision Total fat 68 - of which 11
chose Product A - of which 79 chose Product B
? ? Sugars 34 - of which 10 chose Product
A - of which 76 chose Product B Energy
33 - of which 30 chose Product A - of which
59 chose Product B ? Saturated fat
31 Sodium 22

• Respondents should have based their decision on
  fat and/or energy content, both products have
  similar levels of all other nutrients.
• The majority of respondents referred to total
  fat.
• Use of energy values was higher than in other
  questions where energy content has been the same
  for both products. The majority of respondents
  who looked at total fat and/or energy made the
  correct product selection (?). However, one
  third of those who used energy in their decision
  making still incorrectly selected Product A.

Product B is correct
69
NIP Interpretation
BASE All respondents n1940
Q13. How much saturated fat do you think there is
in the whole packet? 11.3g 65 ? 23.6g
8 3.7g 3 7.3g 1 Other 22

• Two thirds correctly interpreted the label
  information (?).
• Three quarters looked at fat values, 11 referred
  to the wrong type of fat, or wrong column.

70
NIP Interpretation
BASE All respondents n1940
Q14. Which dinner would give you the most
nutrient? Product A Product B Not
sure Energy 90 ? 6 4 Sodium 4 92 ? 4 Total
fat 89 ? 7 4 Saturated fat 88 ? 7 4

• Three quarters (77) answered all four correctly
  (?).

Return to Main Menu
71
Ingredients List Interpretation
Q15a. Do you think the ingredients are presented
in any particular order?
BASE n1023
72
Label Interpretation
BASE n478 (This question was rotated to 1/4 of
the sample)
STRAWBERRY YOGHURT
Q16a. What does the 9 mean after the ingredient
strawberry? 9 of this product contains
strawberries 71 ? The ingredient
(strawberries) is (only) 9 strawberries
18 Other / dont know 11
73
Allergen Label Interpretation
SNACK FOOD
BASE n478 (This question was rotated to 1/4 of
the sample)
Q17. Imagine if you suffered from an allergy when
eating nuts, how useful would you find a
statement on a snack bar that said may contain
traces of nuts? Not very useful, because it
doesnt say whether nuts are definitely in the
product 26 Quite useful, because it reminds
me I may be eating a product containing nuts
20 Very useful, because I am told when there is
even a chance that nuts are present 53
74
Allergen Label Interpretation

• Responses higher for those with
• special health needs
• Total special needs - 29
• Allergy to nuts - 36
• Other allergy - 28
• No special needs - 21

SNACK FOOD

• Responses lower for those with
• special health needs
• Total special needs - 52
• Allergy to nuts - 42
• Other allergy - 44
• No special needs - 55

BASE n478 (This question was rotated to 1/4 of
the sample)
Q17. Imagine if you suffered from an allergy when
eating nuts, how useful would you find a
statement on a snack bar that said may contain
traces of nuts? Not very useful, because it
doesnt say whether nuts are definitely in the
product 26 Quite useful, because it reminds
me I may be eating a product containing nuts
20 Very useful, because I am told when there is
even a chance that nuts are present 53
75
Date Mark Interpretation
DATE MARK
BASE n478 (This question was rotated to 1/4 of
the sample)
Q18. Which of these two statements do you think
applies to a use-by date?? The use-by date is
only a guide - it is quite safe to eat some food
products after the use-by date has expired
44 It is illegal to sell a food product past
its use-by date as the food can be potentially
harmful 56 ?
76
Country of Origin Label Interpretation
BASE n934 (This question asked of half the
sample)
Q19. Which product has the most Australian ( New
Zealand )ingredients? Total Australia New
Zealand Made in ... 31 27 37 Product of
... 60 61 57 ? Made from . and imported
\ ingredients 3 4 3 Dont know / not sure
6 8 3
Denotes a statistically significant difference
in overall agreement ordisagreement between the
countries at the 95 confidence level
77
Nutrient Claim Interpretation
BASE n934 (This question asked of half the
sample)
Q20a. Which of the following does Lite refer
to? (multiple response question) Fat
77 Sugar 19 Other 19 (energy, colour,
fruit content, any of the given choices)
Q20c. And how misleading, if at all, would you
say the term Lite is? Very misleading 33 A
bit misleading 46 Not at all misleading 20
78
Nutrient Claim Interpretation
BASE n934 (This question asked of half the
sample)
Q20d. Would you say this term (no added sugar)
means this food...? Contains no sugar
28 Contains small amounts of sugar 30 Could
be either a low, medium or high sugar food 38
? Dont know / not sure 4 (small base) Are
you not sure because the term is..?
confusing 65 misleading 28
79
Nutrient Claim Interpretation
BASE n934 (This question asked of half the
sample)
Q20e. Would you say this term (reduced in salt)
means this food...? Contains less salt compared
to similar food labelled low salt
46 Contains the same amount of salt compared to
similar food labelled low salt 26 Contains
more salt compared to similar food labelled low
salt 11 ? Dont know / not sure 17 Are
you not sure because the term is..?
confusing 55 misleading 35
80
Nutrient Claim Interpretation
BASE n926 (This question asked of half the
sample)
Q20f. Would you say this term (94 fat free)
means this food is...? A low fat food 75 A
medium fat food 16 ? A high fat food
3 Dont know / not sure 7 Are you not sure
because the term is..? confusing
49 misleading 48
Click here to return to Overview of Label Elements
81
Ingredient List
82
Ingredient List
BASE n1940
Products used for Breakfast cereals
62 Oils, butter, spreads 54 Canned foods
52 Dairy products 48 Soft drinks, cordial,
fruit juices 35 Breads 35
83
Prompted awareness ingredients list -
(presenting subgroups with statistically
significant differences)
BASE All respondents n1940
Country
Total
84
Use of ingredients list - (presenting subgroups
with statistically significant differences)
BASE All respondents n1940
Total
Gender
Age
Education
Income
Children
Special Needs
(years)
85
Ingredient List
Q6a. Why dont you use the ingredients lists?

• Reasons for non-use Not interested / cant be
  bothered (33)
• Bought same product for years (58)
• Not concerned / relevant (19)
• Not enough time while shopping (10)

(Base n455)
Q5b. When buying (product) how often do you look
at (element)? Frequency Every time I buy product
(20) Most of the time (31) Only occasionally
(18) Buying for the first time (31)
(Base n1277)
Q5c Which of these best describes how clear and
easy to understand you think (element)
is? Clarity Very clear (29) Fairly clear
(63) Not very clear (8)
(Base n1277)
Q5d. And how much do you feel you can trust the
information given in (element)? Trust I trust
what it says (29) Im pretty sure I can trust
what it says (54) Im not sure whether to trust
it (17). Why dont you trust? Too vague
(40) Companies lie on labels (18)
(Base n1271)
Return to Label Element Menu
86
Nutrition Information Panel
87
NIP
BASE n1940
Products used for Breakfast cereals
65 Dairy products 56 Oils, butter, spreads
56 Canned foods 42 Breads 39 Frozen
foods 31
88
Prompted awareness of NIP - (presenting
subgroups with statistically significant
differences)
BASE All respondents n1940
Special needs
Total
Country
Gender
89
Use of NIP - (presenting subgroups with
statistically significant differences)
BASE All respondents n1940
Gender
Children
Total
Country
Age
Special Needs
(years)
90
NIP
Q6b. Why dont you use the NIP?

• Reasons for non-use Not interested / cant be
  bothered (28)
• Not concerned (24)
• Bought same product for years (20)
• Dont understand how to read it (10)

Base n398
Q5b. When buying (product) how often do you look
at (element)? Frequency Every time I buy product
(19) Most of the time (31) Only occasionally
(20) Buying for the first time (30)
Base n1276
Q5c Which of these best describes how clear and
easy to understand you think (element)
is? Clarity Very clear (30) Fairly clear
(64) Not very clear (7)
Base n1273
Q5d. And how much do you feel you can trust the
information given in (element)? Trust I trust
what it says (31) Im pretty sure I can trust
what it says (55) Im not sure whether to trust
it (15). Why dont you trust? Too vague
(26) Companies lie on labels (18)
Base n1271
NIP Interpretation
Return to Label Element Menu
91
Allergen Declaration
92
Allergen Declaration
BASE n1940
Products used for Sweet biscuits /
confectionery 46 Savoury biscuits and snacks
40 Dairy products 39 Breakfast cereals
37
93
Prompted awareness of allergen declaration -
(presenting subgroups with statistically
significant differences)
BASE All respondents n1940
Special needs
Gender
Total
Education
Age
Children
(years)
94
Use of allergen declaration - (presenting
subgroups with statistically significant
differences)
BASE All respondents n1940
Total
Gender
Age of Child(ren)
Special Needs
(years)
95
Allergen Declaration
Q6c. Why dont you use the Allergen Declaration?

• Reasons for non-use Not concerned / not relevant
  (71)
• Not useful (10)

Base n591
Q5b. When buying (product) how often do you look
at (element)? Frequency Every time I buy product
(29) Most of the time (28) Only occasionally
(20) Buying for the first time (23)
Base n235
Q5c Which of these best describes how clear and
easy to understand you think (element)
is? Clarity Very clear (31) Fairly clear
(57) Not very clear (12)
Base n235
Q5d. And how much do you feel you can trust the
information given in (element)? Trust I trust
what it says (37) Im pretty sure I can trust
what it says (53) Im not sure whether to trust
it (10)
Base n234
Return to Label Element Menu
96
Percentage () Label
97
Percentage () Label
BASE n1940
Products used for Oils, butter, spreads
56 Dairy products 56 Breakfast cereals
38 Soft drink, cordials, fruit juices 32
98
Prompted awareness of label - (presenting
subgroups with statistically significant
differences)
BASE All respondents n1940
Special needs
Total
Age
Health conscious
(years)
99
Use of label - (presenting subgroups with
statistically significant differences)
BASE All respondents n1940
Total
Age
(years)
100
Percentage () Label
Q6d. Why dont you use the Percentage () Labels?

• Reasons for non-use Not interested / cant be
  bothered (24)
• Not concerned (23)
• Bought same product for years (17)

Base n587
Q5b. When buying (product) how often do you look
at (element)? Frequency Every time I buy product
(18) Most of the time (32) Only occasionally
(24) Buying for the first time (26)
Base n613
Q5c Which of these best describes how clear and
easy to understand you think (element)
is? Clarity Very clear (33) Fairly clear
(59) Not very clear (8)
Base n615
Q5d. And how much do you feel you can trust the
information given in (element)? Trust I trust
what it says (35) Im pretty sure I can trust
what it says (52) Im not sure whether to trust
it (13)
Base n614
Return to Label Element Menu
101
Nutrient Claim
102
Nutrient Claim
BASE n1940
Products used for Breakfast cereals
58 Dairy products 47 Oils, butter, spreads
45 Canned foods 44 Breads 32
103
Prompted awareness of nutrient claim
(presenting subgroups with statistically
significant differences)
BASE All respondents n1940
Special needs
Gender
Total
Country
Age
Health conscious
(years)
104
Use of nutrient claim - (presenting subgroups
with statistically significant differences)
BASE All respondents n1940
Total
Gender
Age
Country
Special Needs
(years)
105
Nutrient Claim
Q6e. Why dont you use the Nutrient Claim?

• Reasons for non-use Not concerned/ not relevant
  to me (26)
• Not interested / cant be bothered (22)
• Bought same product for years (19)

Base n632
Q5b. When buying (product) how often do you look
at (element)? Frequency Every time I buy product
(17) Most of the time (33) Only occasionally
(22) Buying for the first time (28)
Base n725
Q5c Which of these best describes how clear and
easy to understand you think (element)
is? Clarity Very clear (30) Fairly clear
(63) Not very clear (7)
Base n723
Q5d. And how much do you feel you can trust the
information given in (element)? Trust I trust
what it says (29) Im pretty sure I can trust
what it says (57) Im not sure whether to trust
it (14)
Base n721
Return to Label Element Menu
106
Date Mark
107
Date Mark
BASE n1940
Products used for Dairy products 85 Oils,
butter, spreads 54 Breads 51 Fresh
produce 50
108
Date Mark
Q6f. Why dont you use the Date Mark?

• Reasons for non-use Not interested / cant be
  bothered (31)
• Not concerned / not relevant (21)

Base n173
Q5b. When buying (product) how often do you look
at (element)? Frequency Every time I buy product
(67) Most of the time (24) Only occasionally
(8) Buying for the first time (1)
Base n1639
Q5c Which of these best describes how clear and
easy to understand you think (element)
is? Clarity Very clear (44) Fairly clear
(46) Not very clear (10)
Base n1635
Q5d. And how much do you feel you can trust the
information given in (element)? Trust I trust
what it says (53) Im pretty sure I can trust
what it says (42) Im not sure whether to trust
it (5)
Base n1630
Return to Label Element Menu
109
Advisory Statement
110
Advisory Statement
BASE n1940
Products used for Soft drinks, cordials, fruit
juices 62 Dairy products 36 Canned foods
27 Oils, butter, spreads 22
111
Prompted awareness of advisory statement -
(presenting subgroups with statistically
significant differences)
BASE All respondents n1940
Total
Education
Age
Income
Children
Country
Health conscious
(years)
112
Use of advisory statement - (presenting
subgroups with statistically significant
differences)
BASE All respondents n1940
Total
Children
Country
113
Advisory Statement
Q5b. When buying (product) how often do you look
at (element)? Frequency Every time I buy product
(21) Most of the time (27) Only occasionally
(27) Buying for the first time (24)
Base n70
Q5c Which of these best describes how clear and
easy to understand you think (element)
is? Clarity Very clear (31) Fairly clear
(64) Not very clear (4)
Base n70
Q5d. And how much do you feel you can trust the
information given in (element)? Trust I trust
what it says (34) Im pretty sure I can trust
what it says (53) Im not sure whether to trust
it (13)
Base n70
Return to Label Element Menu
114
Warning Statement
115
Warning Statement
BASE n1940
Products used for Dairy products 48 Oils,
butter, spreads 46 Soft drinks, cordials,
fruit juices 44 Canned foods 31
116
Prompted awareness of warning statement -
(presenting subgroups with statistically
significant differences)
BASE All respondents n1940
Total
Special Needs
Age
Gender
Children
Country
Health conscious
(years)
117
Use of warning statement - (presenting
subgroups with statistically significant
differences)
BASE All respondents n1940
Total
Gender
Children
Country
118
Warning Statement
Q5b. When buying (product) how often do you look
at (element)? Frequency Every time I buy product
(40) Most of the time (32) Only occasionally
(18) Buying for the first time (11)
Base n119
Q5c Which of these best describes how clear and
easy to understand you think (element)
is? Clarity Very clear (36) Fairly clear
(56) Not very clear (8)
Base n117
Q5d. And how much do you feel you can trust the
information given in (element)? Trust I trust
what it says (41) Im pretty sure I can trust
what it says (49) Im not sure whether to trust
it (10)
Base n118
Return to Label Element Menu
119
Country of Origin
120
Country of Origin
BASE n1940
Products used for Canned foods 72 Oils,
butter, spreads 41 Pasta, rice, noodles
38 Dairy products 38
121
Prompted awareness of country of origin -
(presenting subgroups with statistically
significant differences)
BASE All respondents n1940
Total
Education
Income
122
Use of country of origin - (presenting
subgroups with statistically significant
differences)
BASE All respondents n1940
Total
Age
Country
(years)
123
Country of Origin
Q5b. When buying (product) how often do you look
at (element)? Frequency Every time I buy product
(32) Most of the time (34) Only occasionally
(14) Buying for the first time (20)
Base n378
Q5c Which of these best describes how clear and
easy to understand you think (element)
is? Clarity Very clear (32) Fairly clear
(52) Not very clear (16)
Base n380
Q5d. And how much do you feel you can trust the
information given in (element)? Trust I trust
what it says (40) Im pretty sure I can trust
what it says (47) Im not sure whether to trust
it (13)
Base n377
Return to Label Element Menu
124
Genetically Modified Declaration
125
Genetically Modified Declaration
BASE n1940
Products used for Oils, butter, spreads
58 Canned food 46 Fresh produce
45 Pasta, rice, noodles 43
126
Prompted awareness of GM Declaration-
(presenting subgroups with statistically
significant differences)
BASE All respondents n1940
Total
Age
Special Needs
Children
Country
(years)
127
Use of GM Declaration - (presenting subgroups
with statistically significant differences)
BASE All respondents n1940
Total
Age
Education
Country
(years)
128
Genetically Modified Declaration
Q5b. When buying (product) how often do you look
at (element)? Frequency Every time I buy product
(45) Most of the time (29) Only occasionally
(10) Buying for the first time (16)
Base n80
Q5c Which of these best describes how clear and
easy to understand you think (element)
is? Clarity Very clear (20) Fairly clear
(51) Not very clear (29)
Base n80
Q5d. And how much do you feel you can trust the
information given in (element)? Trust I trust
what it says (23) Im pretty sure I can trust
what it says (51) Im not sure whether to trust
it (27)
Base n79
Return to Label Element Menu
129
Irradiated Food
130
Irradiated Food
BASE n1940
Return to Label Element Menu
131
Preparation / Storage Instructions
132
Preparation / Storage Instructions
BASE n1940
Products used for Frozen foods 66 Fresh
produce 36 Pasta, rice, noodles 36 Dairy
products 35
133
Prompted awareness of prep storage instructions
- (presenting subgroups with statistically
significant differences)
BASE All respondents n1940
Total
Age
Country
(years)
134
Use of prep storage instructions - (presenting
subgroups with statistically significant
differences)
BASE All respondents n1940
Total
Gender
Country
135
Preparation / Storage Instructions
Q5b. When buying (product) how often do you look
at (element)? Frequency Every time I buy product
(20) Most of the time (35) Only occasionally
(26) Buying for the first time (20)
Base n324
Q5c Which of these best describes how clear and
easy to understand you think (element)
is? Clarity Very clear (36) Fairly clear
(60) Not very clear (3)
Base n324
Q5d. And how much do you feel you can trust the
information given in (element)? Trust I trust
what it says (50) Im pretty sure I can trust
what it says (48) Im not sure whether to trust
it (2)
Base n321
Return to Label Element Menu
136
Health Claims
137
Health Claims
BASE n1940
Products used for Oils, butter, spreads
66 Dairy products 58 Breakfast cereals
54 Breads 36
138
Health Claims
Q5b. When buying (product) how often do you look
at (element)? Frequency Every time I buy product
(28) Most of the time (35) Only occasionally
(16) Buying for the first time (21)
Base n71
Q5c Which of these best describes how clear and
easy to understand you think (element)
is? Clarity Very clear (35) Fairly clear
(56) Not very clear (8)
Base n71
Q5d. And how much do you feel you can trust the
information given in (element)? Trust I trust
what it says (35) Im pretty sure I can trust
what it says (52) Im not sure whether to trust
it (13)
Base n71
Return to Label Element Menu
139
Novel Foods
140
Novel Foods
BASE n1940
Products used for Oils, butter, spreads
65 Fresh produce 48
141
Prompted awareness of novel food - (presenting
subgroups with statistically significant
differences)
BASE All respondents n1940
Country
Total
142
Use of novel food - (presenting subgroups with
statistically significant differences)
BASE All respondents n1940
Country
Total
143
Novel Foods
Q5b. When buying (product) how often do you look
at (element)? Frequency Every time I buy product
(30) Most of the time (30) Only occasionally
(19) Buying for the first time (21)
Base n43
Q5c Which of these best describes how clear and
easy to understand you think (element)
is? Clarity Very clear (35) Fairly clear
(58) Not very clear (7)
Base n43
Q5d. And how much do you feel you can trust the
information given in (element)? Trust I trust
what it says (35) Im pretty sure I can trust
what it says (49) Im not sure whether to trust
it (16)
Base n43
Return to Label Element Menu
144
Endorsements
145
Endorsements
BASE n1940
Products used for Oils, butter, spreads
64 Dairy products 56 Breakfast cereals
39 Canned foods 36 Fresh produce 31
146
Endorsements
Q5b. When buying (product) how often do you look
at (element)? Frequency Every time I buy product
(29) Most of the time (34) Only occasionally
(21) Buying for the first time (16)
Base n338
Q5c Which of these best describes how clear and
easy to understand you think (element)
is? Clarity Very clear (55) Fairly clear
(42) Not very clear (3)
Base n336
Q5d. And how much do you feel you can trust the
information given in (element)? Trust I trust
what it says (53) Im pretty sure I can trust
what it says (40) Im not sure whether to trust
it (7)
Base n336
147
Endorsements
Click Here
Return to Label Element Menu
148
EndorsementsFriendly Production Processes
The fictitious endorsement Friendly production
Processes was included in the final set of
picture cards. This was included to provide a
measure of the validity of respondents recall
and recognition of the legitimate endorsements,
and more generally recognition of all other
elements. Only 2 of respondents reported
recognising this endorsement, which strengthens
the validity of recall results for all other
elements, and the overall study per se. Friendly
Return to Main Menu
Return to Label Element Menu
149
Segmentation of Label Users
HIGH Label Use
Motivated
6
1
5
4
Capable
Unable
2
Click here for Overview of Findings
3
Click on segment for more detail or proceed
through all segment profiles
LOW Label Use
Unmotivated
Back to Main Menu
150
What is segmentation?

• Segmentation analysis is conducted in order to
  group individuals into segments with like
  qualities. It is a way of examining whether the
  sample population is homogenous (ie basically one
  single group with similar attitudes and
  behaviour) or heterogeneous (ie comprised of
  several distinct segments, each with different
  priorities, preference, attitudes or behaviours).
• Traditionally, evaluation analysis involves the
  disaggregation of respondents by demographic
  characteristics such as age, gender, income,
  education etc. In some cases, differences in
  label use can be explained by these types of
  characteristics however, if two like consumers
  (with the same demographics) use different
  numbers of label elements, there maybe other
  factors at play which cannot be explained by
  traditional analysis.

151
How is segmentation used here?

• This segmentation analysis and model attempts to
  understand what drives high or low label element
  use, in order to assist FSANZ in developing food
  standards in the future. The results could also
  be useful for developing education strategies.
• The dependent variable is therefore the number
  of label elements a consumer uses. The segment
  produces higher and lower users, compared to
  the average number of label elements used by
  the sample population.
• The segmentation is an attempt to simplify a very
  complex and partly irrational behaviour (both
  impulsive and habitual), and should therefore be
  used bearing this in mind.

152
The 6 Segment Picture

• The segmentation analysis confirms that this
  sample of n1940 consumers is not homogenous in
  terms of label use. The analysis produced a 6
  segment solution, supported by firm statistics.
• However, the results show that several of the six
  segments do not differ greatly from each other.
  Two segments (1 6) are clustered together,
  around higher label use, motivation and capacity.
  Three other segments (2, 4 5) are clustered
  together around average levels of use,
  motivation and capacity. We suspect that this is
  because they are based on use of all the label
  elements a consumer uses (eg a date mark, an NIP,
  an allergen declaration, a nutrient claim etc).
  The earlier analysis of the data also suggests
  that different characteristics drive the use of
  different elements, eg. having special health
  needs. This would further contribute to the
  apparent lack of significant distinction between
  some segments of label users.

153
The 6 Segment Picture contd

• The premise underlying the segmentation analysis
  emerged from the preceding qualitative research,
  which indicated that consumers use of food
  labels varied enormously depending on their
  motivation, (and the reasons behind their
  motivation), and their capacity, including their
  success in previous attempts to interpret labels.
• The Model is therefore built around two
  dimensions, motivation and capacity to use
  labels
• Motivation health consciousness, special
  health needs, interest in food label information,
  and importance/usefulness of food label
  information.
• Capacity past success in finding food label
  information sufficient time to read labels while
  shopping perceptions of label element clarity
  and trust of label elements.
• Levels or strength of motivation and capacity
  are broadly expressed as high, moderate and
  low - these are qualitative terms applied to
  give relative meaning to motivation/capacity
  between the segments. Intuitively, it appears
  that the motivation dimension is stronger than
  the capacity dimension, but this proposition
  has not been tested statistically.

154
The 6 Segment Picture contd

• Each segment is profiled in the following slides.
  Differences between the segments are discussed
  where they differ slightly or substantially from
  the average (ie the total sample) on a particular
  variable. Segments are firstly described in terms
  of motivation and capacity, and then profiled
  with demographic differences that help explain
  the motivation and capacity indicators.
• Where the segments fit on the model is in the
  end an intuitive placement, based on quantitative
  measures of this study, together with qualitative
  findings that proceeded it.

155
Technical Details

• Analysis was conducted using GEMSegment, a
  sophisticated segmentation analysis, because
  traditional cluster analysis proved unstable.
• For some capacity indicators (ability to find any
  information needed, enough time to read labels
  when shopping) results are reported as an
  agreement/disagreement differential. The
  differential is either
• strongly agree minus strongly disagree ratings,
  or
• strongly agree/tend to agree minus strongly
  disagree/tend to disagree ratings.
• The differential is reported in comparison to the
  total sample. When the differential is a
  negative number, more people disagree than agree.

156
Overview of Findings

• The number of label elements used by a consumer
  increases with stronger motivation and/or
  capacity. The average number of label elements
  used is five (5.3).
• Two of the smallest segments (11 each) are
  highest users - each segment uses approximately 7
  label elements. These segments do have some
  different characteristics, but both indicated
  higher motivation and moderate-high capacity,
  compared to the other segments.
• The largest segment (31) is comprised of the low
  users - 4 label elements. This segment of users
  indicated the lowest motivation and low-moderate
  capacity.
• The remaining 3 segments are clustered together,
  around mode