Food Business Operator’s use of and consumer understanding of voluntary Front-of-Pack nutrition labelling.
Cardiff Metropolitan University
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Purpose This paper aims to determine how food business operators (FBO) currently use voluntary front-of-pack nutrition labelling (FOP) and assess consumer understanding of FOP’s and how FOP’s influence consumers purchasing choices. Materials and Methods A market survey was used to investigate how FBO’s currently use FOP’s for their prepacked biscuit products. A self-complete questionnaire was developed to assess consumer understanding of FOP and whether FBO’s use of FOP affects consumers buying choices. Forty-five completed responses were obtained. Analysis included thematic analysis using themes, counts and representative quotes. Findings The majority of branded biscuit products do not bear a FOP that complies fully with the traffic light scheme (TLS) endorsed by the Food Standards Agency (FSA). Participants expressed a familiarity with all the FOP’s presented to them and could understand the information. However colour coding had an influence on participant perceptions of that FOP causing confusion. Participants placed greater emphasis on saturated fat content than other nutrients. Research Limitations/Implications The data collection methods used to conduct this research provides detailed data on FBO use and consumer understanding of FOP’s and how FOP’s influence consumers purchasing choices. However, it is unknown if these results replicate consumer understanding of FOP in a supermarket environment. Nevertheless this result provides an insight into consumer understanding of FOP and could be used to form the basis for a legal discussion regarding the inclusion of mandatory FOP within the UK to create a repeating of consistent information using the same method of presentation.
BSc (Hons) Food Science and Technology
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