The results of a qualitative survey (in French) on consumer attitudes and expectations towards labelling carried out in 28 European Countries (25 Member States, Norway, Switzerland and Iceland) by the European Commission shows that European consumers are confused between nutritional information and marketing claims on food products.
The results of this survey are of particular importance as a Commission proposal for a Regulation on nutrition and health claims made on foods is going through a polemic legislative process where the European Parliament does not agree either with the Commission proposal nor with the Council position.
At present there are no harmonised rules at EU-level to ensure the scientific accuracy and appropriateness of health and nutrition claims. In this respect, the proposed regulation aims to set clear parameters across Europe for any food manufacturer seeking to market its products using health and nutritional claims.
Overall impression of misleading labels
The Commission survey targets different areas of consumption and especially food purchase.
Although interviewees acknowledge buying products routinely, they really feel concerned by labelling and they express dissatisfactions on information provided on products. According to this survey:
Consumers feel confused between ‘objective’ and ‘marketing claims’. They seek more clarity between information and advertisement;
Consumers consider that some labels may be misleading. They feel producers may tend to over-provide information so as to drown useful elements. The feeling is strengthened by the overall impression that some information is even hidden, such as additives, GMOs, or the origin of the product;
Consumers have difficulties to understand labels. Nutritional wording is usually obscure. Different languages on the wrapping make difficult figuring out the information in their own language, when available.
The survey points out that consumers would like more clarity, as well as a better differentiation between an objective information and marketing claims. They would also expect some labelling standardisation so that comparison between products is facilitated, the provision of information is more transparent and thereof improved.
European Code for food products
The interviewers introduced a question about a European Code for Food Products. Although the idea was welcomed by the consumers that took part on the survey, they expressed doubts on the “how to”.
There were comments about its feasibility and how respected would it be. Besides, they were reluctant to impose such a regulation to “pleasure-products” (eg wine, cheese, coffee).
However, consumers re-stated their wish to some standard labelling on each food product such as the expiry date, nutritional composition of the product (eg fat, allergy or diabetes conducive ingredients, GMOs), and the nutritional value of the product.
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