Simplified food labelling: Consumer perceptions and preferences

Anke Möser, Giessen

The Guideline Daily Amount label can be found increasingly often on packaged food produce in Germany. In addition, the introduction of traffic light labelling is being actively discussed. The study considers both these forms of simplified nutritional labelling.

A quantitative analysis conducted in December 2008 shows that, on the one hand, German consumers favour information displayed per 100 g or 100 ml of a product rather than information per portion. On the other hand, a coloured labelling scheme in the form of a traffic light is clearly preferred to a GDA label. Both sociodemographic characteristics and consumer attitudes have major influences on consumer preferences for simplified nutritional labelling. The study discusses the implications for the food industry in Germany and Europe and explains the requirements for an optimal labelling scheme.

Keywords: simplified food labelling, traffic light labelling, GDA, empirical study, food industry, logistic regression

Sie finden den Artikel in deutscher Sprache in Ernährungs Umschau 01/10 ab Seite 10.