BEUC’s study attempts to evaluate the different factors that influence a consumer when buying foodstuff. The interest in nutrition, the sources of information, the nutritional knowledge, understanding and perception and eventually, the impact of nutrition and health claims were particularly targeted.
The results convey a picture of consumers that are highly interested in nutrition and balanced diet but find it difficult to point the appropriate information on packaging. Moreover, this is coupled with a relatively low level of nutritional understanding when interviewees were asked to compare two products.
Therefore, they admit relying on food and health claims to choose between products. The study indicates clearly that nutrition and health claims are the most influential factor in consumers’ choice, in term of nutrition.
The role of television and print media is also highlighted as one of the main sources of nutrional information for interviewees.
Methodology
3,000 consumers who are 18-years-old (and over) and responsible for food shopping were interviewed, in a face-to-face exercice. As a matter of fact, three-quarters of the sample were women.
Although 5 European countries (Germany, Denmark, Spain, Hungary and Poland) representing a European diversity (Mediterranean, Nothern and Eastern Europe) were selected, BEUC notes that this survey shall not be considered as representative as the whole of Europe.
For more information:
EPHA related section on nutrition
