The relationship between mandatory and other food label information

Abstract

PurposeThis pilot study for a larger research project aims to quantify and categorise elements of food label information and establishes an indicative physical relationship between mandatory and other information thereby articulating the relative balance between information intended to inform healthy dietary choices and that intended to perform other functions such as aiding purchase decisions.Design/methodology/approachThe methodology employs quantitative content analysis performed on a number of different canned food labels (n=9).FindingsFindings indicate the amount of available space on labels devoted to mandatory information ranged between 17 and 31 per cent, whilst the amount allocated to commercial information ranged between 18 and 45 per cent. Unoccupied space varies between 32 and 54 per cent. This indicates there is an imbalance between mandatory and commercial information, with the weighting in favour of the latter.Research limitations/implicationsThe small sample size precludes generalization.Practical implicationsAn extended version of this research could influence government and corporate policy in establishing a balance between the prominence given to different categories of label information, favouring that which is more “health positive”. Alternately, information could be presented in a larger format, thereby assisting a wider range of consumers to make healthy and informed dietary choices: both outcomes have positive health implications for the population. Another outcome is the formal classification of label information elements thereby enabling clearer comparisons to be made between consumers' food label interactions.Originality/valueThis is the first time content analysis has been conducted on food labels. The paper is also unique in proposing a formal taxonomy for food label information. It has value for those working on policy issues.