Nutrition Labelling... Get the Facts!

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Factsheet 6: The Consumer Perspective

Objective: To outline trends in consumer knowledge, attitudes and behaviour related to consumer food choices and the use of nutrition labels.

Health and nutrition information is widely available to consumers, and creates a context for using food labels. Food labels are a valuable source of product-specific nutrition information at the point-of-purchase - a tool to help consumers make food choices consistent with their dietary goals.

But information alone does not change behaviour; consumer motivations, concerns and barriers are also critical factors. Consumers use nutrition information on food labels in many different ways. Effective education starts from the consumers' perspective.

Impact on Food Choices - An Historical Look

Nutrition information on food labels plays an important role in purchase decisions for almost three-quarters of Canadians.^1,2 Almost all (93%) want to see such information provided on all or most foods.¹ However, consumers have varied skills in finding sought-after information, and understanding and relating it to their nutrition decisions. Insights can be gained from studies that report on the use and understanding of nutrition labelling prior to the legislation that made it mandatory.

Nutrient Information

• Most (70%) Canadians indicated that they refer to the nutrition information panel on food products.¹
• Highest use was reported among women^1,3 and those with higher levels of income1 and education.^1,3
• Of those who did not use the information, 40% said they are already familiar with the products they buy; about one-quarter indicated that it takes too much time to read; 22% were not interested.¹

Canadians Used the Label to...

• see whether the product is rich in nutrients or ingredients they are trying to eat more of (74%)³;
• see whether the product contains certain nutrients or ingredients they are trying to eat less of or avoid (73%)³;
• assess the Calorie content (62%)³; and
• compare similar (76%) or different (74%) types of foods.¹

The Other Elements

• Nutrient content claims were used most often and perceived by consumers as the information provided on food packaging that they understood very well.⁴
• Health claims should be most effective for those who trust product labels, have basic nutrition knowledge and are most aware of the nutrient-disease relationship mentioned in the message.⁵

Evidence of Misunderstanding

• Although 83% claimed some understanding of the nutrition panel information, only 43% believed they understood it very well.¹
• Consumers complained of complexity,⁶ lack of clarity and difficulty understanding nutrient terminology,² insufficient or misleading information and difficulty reading the information.¹
• Lack of use and understanding of serving size information was a barrier to correct use of the label information.¹

Current labelling regulations and education attempt to address the difficulties and barriers that consumers faced in the past.

Insights from the United States

The introduction of a mandatory, consistent nutrition label in the United States in 1994 offers an opportunity to foresee the potential of Canada's new label. The US label appears to be having an impact on Americans' food purchase decisions.^7-10

Signs of success

• More people said they changed their minds about buying or using a food product because they read the label (48% in 1995 versus 30% in 1990).⁸
• Almost three-quarters (72%) rated the new label better than the old label⁹ as it:- was easier to read, more clear and understandable- provided the types of information wanted.
• Frequent use of the quantitative nutrient information was reported by 30% more people.⁸ The uses increasing most were:
  • to see how high or low the product was in specific nutrients
  • to look at nutritional content overall
  • to compare different food items
• Consumers seemed able to use the % DV information appropriately to compare products even if they did not fully understand it.⁹
• Label use was significantly associated with lower fat intake.¹¹

Limitations and challenges

• The extent to which education materials and programs have reached consumers and helped them to make effective use of the label is not known.⁹
• Consumers showed limited awareness that nutrition claims are regulated, and are still skeptical of health claims.⁹

Nutrition Facts is a tool that can help consumers make more informed choices. Educators can help consumers better use the information on food labels to meet their needs.

Influences on Food Choice

Nutrition and health are top concerns for almost 90% of Canadians when they make food and eating decisions - with only taste ranking higher.¹² Three-quarters (73%) say they choose or avoid certain foods because they are concerned about their health.¹³ And their concerns about what is in food have risen over the last decade.³

Taking Action

Canadians report making changes in their buying and eating practices.

• Almost two-thirds (62%) of Canadians say they have made some changes over the past year to improve their eating habits - mainly to consume less fat, eat more fruit and vegetables and reduce their sugar intake.³
• Most of those who express concern about fat,^{2, 14} starch,¹⁴ fibre ^{2, 14} or calcium² claim to be acting on their concern.

Only 38% of Canadians rate their diets as very good or excellent,³ and the eating patterns of many still contribute to the high incidence of nutrition-related chronic diseases.

Canadians' Key Nutrition Concerns³

In 2001, more than two-thirds expressed some concern about:
fat, vitamins, saturated fat, fibre, protein, calcium, cholesterol, calories/energy, sugar, salt/sodium, carbohydrates and iron.
- all of those concerns are addressed through the Nutrition Facts, as core nutrients.

Integrating nutrition labelling education into healthy eating programs will put the label information into a broader context.

Challenges to Healthy Eating - A Complex Process

Food purchase decisions involve a complex process: choosing among new products, old favourites and treats; balancing nutrition, taste, time, convenience, variety and price. The task is especially difficult while hungry or in a hurry, and without advance planning for shopping or meals. Canadians need to be able to make quick and informed decisions in the store to ensure that they have healthy choices on hand.

• Over half of Canadians who prepare supper at home make their meal choices the same day, even at the last minute.¹²
• Some 80% of shoppers make a list, but only about one-quarter stick to it.⁶
• Women generally make the decisions about what is eaten at home: the vast majority of primary grocery shoppers are women.⁶

Challenges to Healthy Eating - The Time Crunch

Time pressures on families can translate into increased consumption of prepared foods and restaurant meals. Large portion sizes and marketing of prepared and convenience foods can influence food choices and eating patterns.

• More than two thirds (68%) of Canadians feel short of time, an increase of 22% since 1997.¹⁵
• About 13% say they do not have time to prepare a nutritious meal.¹⁵
• Almost three quarters of employed Canadians (74%) and 56% of homemakers eat in a hurry because of a busy schedule.¹²
• At least once a week, 39% of employed Canadians and 26% of homemakers eat in a car or other vehicle.¹²
• Canadians spend just less than one third of the food budget on eating out and on restaurant take-out foods.¹⁶
• The average main grocery trip lasts about 45 minutes and consists of about 30 items.¹²

Canadians are looking for clear guidance on food choices and over half are tired of conflicting messages and complex information.¹²

The four key nutrition labelling messages are designed to make consumers aware of the nutrition information on food labels and draw attention to two important elements of the Nutrition Facts table - serving size and % Daily Value (% DV). These messages are starting points for introducing the nutrition information on food labels and can be used to provide consistent messages to consumers.

Key Messages to Guide Nutrition Labelling Education

1. Nutrition Facts: easy to find, easy to read, and on more foods
2. Use Nutrition Facts, the ingredient list and nutrition claims to make informed food choices.
3. Nutrition Facts are based on a specific amount of food - compare this to the amount you eat.
4. Use % Daily Value to see if a food has a lot or a little of a nutrient.

References

1. National Institute of Nutrition: Nutrition Labelling: Perceptions and Preferences of Canadians, Ottawa, June 1999

2. National Institute of Nutrition: Tracking Nutrition Trends 1989-1994-1997, Ottawa, April 1997

3. National Institute of Nutrition: Tracking Nutrition Trends IV, Ottawa, 2002

4. National Institute of Nutrition: Nutrition Labelling Consumer Research, Ottawa, January/February, 1999

5. National Institute of Nutrition: Health Claims in Canada: Taking the Consumer Pulse, Ottawa, March 1999

6. Food and Consumer Products Manufacturers of Canada: 1996 Consumerline Survey, Toronto, 1996

7. American Dietetic Association: The American Dietetic Association 1997 Nutrition Trends Survey, Executive Summary, Chicago, 1997

8. Levy A, Derby B: The Impact of the NLEA on Consumers: Recent Findings from FDA's Food Label and Nutrition Tracking System, Food and Drug Administration, Consumer Studies Branch, Center for Food Safety and Applied Nutrition, Washington, DC, 1996

9. Derby BM, Levy AS: Do food labels work? Gauging the effectiveness of food labels pre- and post-NLEA. In: Handbook of Marketing and Society. Bloom PN, Gundlach GT (eds), Sage, Thousand Oaks, CA, 2001

10. Silverglade B: Using food labelling to improve diet and health: An examination of the U.S. Nutrition Labeling and Education Act. European Food Law Rev 97(4): 430-436

11. Neuhouser ML, Kristal AR, Patterson RE: Use of food nutrition labels is associated with lower fat intake. J Am Diet Assoc 1999; 99: 45-50, 53

12. Canadian Foundation for Dietetic Research, Dietitians of Canada, Kraft Canada : Speaking of Food and Eating - A Consumer Perspective, Toronto, 1996

13. Health Canada : National Population Health Survey 1998-99, unpublished results, April 27, 2000

14. Health Canada : Canadians and Healthy Eating: How Are We Doing? Nutrition Highlights, National Population Health Survey, 1994-95, Ottawa, March 1997

15. Food and Consumer Products Manufacturers of Canada, Canadian Council of Grocery Distributors, Canadian Living, Arthur Andersen: Health, Time and Shopping: The Balancing Act. 1999 Consumerline Survey, FCPMC, Toronto, 1999

16. Statistics Canada : Family Food Expenditure in Canada, Ottawa, 1998 (Catalogue No. 62-554-XPB)