Nutrient profile labelling: consumers' perceptions in Germany and Belgium

Abstract

Growing consumer interest in food and health has motivated the European food industry to provide more simple information on the nutritional composition of foods. In addition to the traditional back-of-pack nutrition table, simplified front-of-pack labels have been introduced by the food industry to allow consumers making better informed and healthier food choices. In this paper, consumers’ perceptions of simplified nutrition information, namely Guideline Daily Amount (GDA) and Traffic light (TL), in Germany and Belgium are explored. Surveys in Germany (147 respondents) and Belgium (128 respondents) were conducted in 2008. Data were analysed by means of descriptive statistics and regression analysis. In both countries, the GDA is the most widely used simplified nutrition label. Whereas most consumers in Belgium indicate a preference for the GDA, in Germany the Traffic light is favoured most. Regression analyses indicate that the predilection for the different labels is affected by sociodemographic characteristics and perceptions towards the respective labels. European nutrition policy makers should be aware of regional differences regarding the perception of simplified nutrition labels. The challenge for international food industries is therefore to raise awareness of the potential function of simplified labels in making informed and healthy food choices among different European consumer groups.