Consumers’ Knowledge, Understanding and Awareness of Nutrition Information on Food Labels: A Needs Analysis for Nutrition Pictograph Design Development

Abstract

Food labels are crucial in providing fundamental nutrition information to help consumers in making healthier choices and specific dietary decisions. Initial information acquired from food labels is most valuable at the point of purchase. Nonetheless, confusing information of nutrition contents on food labels has resulted in difficulties for consumers to make more wholesome decisions. The objective of this study is intended to identify the consumers’ level of understanding and awareness in reading nutrition information on food labels. A quantitative Method was adapted. A survey was conducted among 201 respondents at a hypermarket in the city of Shah Alam, Selangor in Malaysia. The findings revealed that although the respondents are aware of food labels, they lack the understanding of nutrition information. The results further indicated that consumers have insufficient understanding of the numerical data on the nutrition information labels. The research concludes that the respondents prefer easy to read and comprehensible nutrition information on food labels by utilizing quick and simple tools of presentation.