Pulse Report: Label Reading From a Consumer Perspective

Table of Contents

Introduction

Key Findings

Chapter I . Label Reading Behavior

• Background: An Era of Label Profusion
• Elements of Lifestyle that Lead to Reading Labels
• Label Reading Occasions During the Cycle of Package Use

Chapter II . Package Elements: Consumer Use of Label Components

• Importance Ratings of Six Common Label Components
  • The nutrition facts panel as the most important element of a label:
  • The ingredient list as the most important component of a label:
  • The ingredient claim symbol as the most important component of a label:
  • Health claims as the most important component of a label:
  • Country of origin labeling (COOL) as the most important component of a label:
  • Recycling information as the most important component of a label:
• The Most Commonly Used Label Components: Rating 16 Package Elements

Chapter III . Attitudes Toward Health Claims, Origin and Restaurant Labels

• Attitudes Toward Health Claim Labels and Symbols
• Attitudes Toward Country of Origin/Source Labels
• Attitudes Toward Nutrition Labeling: Restaurants and Retail Prepred Foods

Chapter IV . Awareness, Understanding and Trust of Symbols and Icons

• Awareness, Understanding and Trust of Ethical, Sustainable and Dietary Symbols and Icon

Chapter V . Conclusions

Appendix I .

• The World of Wellness
  • Core, Mid-level and Periphery

Appendix II . Methodology

• Quantitative Methods
• Qualitative Methods

LIST OF FIGURES AND TABLES

• Figure 1. Frequency of label reading compared to a year ago.
• Figure 2. How often are consumers reading information on product labels?
• Figure 3. Who reads product labels?
• Figure 4. Why consumers read information on the product label.
• Figure 5. Do men and women differ in what they read on product labels?
• Figure 6. Over the cycle of package use, where do consumers examine or read product labels?
• Figure 7. Label components of a food or beverage product most important to consumers.
• Figure 8. Most frequently used components of a product label
• Figure 9. Less frequently used components of a product label
• Figure 10. General consumer attitudes towards health claims on labels.
• Figure 11. Consumer attitudes towards variety and regulation of health claims on product labels
• Figure 12. Should country of origin labeling (COOL) be mandatory?
• Figure 13. Importance of knowing the origin of a food or beverage product or ingredient
• Figure 14. Should nutrition and ingredient information on prepared foods (in deli, cafeteria, restaurants) be mandatory or voluntary?
• Table 1. Awareness, Understanding and Trust of Six Familiar Symbols and Icons
• Table 2. Awareness, Understanding and Trust of Seven Less Familiar Symbols and Icons
• Figure 15. Awareness for symbol or icon.
• Figure 16. Consumer understanding for symbol or icons
• Figure 17. Symbols and icons consumers trust.
• Segment Sizes in the World of Wellness

• Table 1. Awareness, Understanding and Trust of Six Familiar Symbols and Icons
• Table 2. Awareness, Understanding and Trust of Seven Less Familiar Symbols and Icons