Qualitative research into food labelling requirements

The findings indicate there will be a benefit to consumers if industry were encouraged to conform to certain principles in grouping and separating information, while retaining their own design styles, and taking some specific information off the packaging.

The research suggests that consumers would also be helped if new ways were developed to display some information (for example, using an icon to denote packaging processes) and providing appropriate supporting information/education so that new and existing icons/marques can be used more effectively.

The research suggests that the consumers questioned felt that labelling is often hard to use:

• there are often issues around legibility
• variations in approach between different retailers and manufacturers also mean it is not always easy to predict where to find information on food packs or the means by which that information will be delivered (such as words or icons)
• certain information that is currently provided lacks value to consumers because they do not know what it means (such as around packaging processes) or are unsure how much credibility/authority can be placed in it (such as assurance schemes)

When it is presented in an understandable way, consumers are keen to retain most of the information that is shown currently on food packaging as they claim to use it either in the purchase or the usage moment (both of which mean that packaging is an appropriate and convenient place to find information). Furthermore, even if it is not information they have a current need for, they perceive they may have a need in the future. Overall, comprehensive information on packaging allows them to exercise choice.

Some information was identified, however, as superfluous to requirements and possible to take off the outside of the packaging (to either be provided elsewhere through another channel, or inside the pack instead).

Given the overall desire to retain information, the priority of consumers in improving labelling practice was to simplify the process of seeking information by standardising a range of aspects of pack design, specifically:

• placing related information together in groups (to assist intuitive searching)
• standardising where groups of information are found (such as on the front, back or inside of packs) and how it is displayed (such as consistent use of icons or a �Contains� box, and so on)
• using best practice design principles (such as use of boxes and colour coding for delineating different information, and so on)