Deceptive packaging and missing ingredients: on the effect of qualifying packaging information

Peer-Reviewed | Manuscript received: September 11, 2017 | Revision accepted: April 05, 2018

Introduction and objective

Consumers often make food purchasing decisions only in front of the supermarket shelf [1]. Verbal and visual packaging elements thereby deliver important information about the product [2]. To prevent false product expectations arising from visual impressions and to provide legal protection, food packaging is often presented with qualifying verbal specifications. The phrase “serving suggestion” aims to e.g. indicate that an ingredient is not contained in the form pictured. “Fill quantity technically limited” (UK close equivalent = “this product is packaged to weight not volume”) aims to call attention to a high proportion of empty space within the packaging and to avoid disappointment over an unexpectedly low quantity.

The experiences of consumer advice centres indicate that consumers do nevertheless make false estimations [3]. This article examines for the first time the influence of these two common designations on consumer perception and asks whether this information provides meaningful guidance. In the subsequent section, the article provides a general classification of the relationship between visual and verbal presentation elements from a market research perspective. Finally, the article considers the two designations – “serving suggestion” and “fill quantity technically limited” – and illustrates our empirical findings.

Abstract

In order to prevent false impressions given by visual packaging elements and to provide legal protection, many manufacturers label food with qualifying verbal information, e.g. serving suggestion (“Serviervorschlag”) or fill quantity technically limited (“Füllhöhe technisch bedingt”). The precise wording of these designations is not stipulated by law. Scientific research on how this information is understood and whether it changes product perception has not been available to date. This article examines consumer expectations from the perspective of consumer research on perception psychology, based on an approximately representative consumer survey. The study results show that consumer perception is not significantly influenced by either of these verbal qualifications. They are therefore rather empty phrases providing legal protection than meaningful guidance for consumers. In light of the plethora of information and labels on food packaging, the benefit of these designations is therefore open to question.

Keywords: food labelling, ingredient illustrations, serving suggestion, fill quantity technically limited, consumer research 

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