Food Labelling - UK - January 2008

Table of Contents

• Issues in the Market
• Definitions
• Nutrition and health claims
• Mandatory vs. voluntary labelling
• Key themes
• Market in Brief
• Empowering consumers
• Changing state of the food market...
• ...is overloading the consumer with information
• Looking forward
• Mandatory and Voluntary Food Labelling
• Most food labelling is voluntary, only basic food labelling is mandatory
  • Figure 1: Mandatory and voluntary packaged food labelling, 2007
• Basic labelling
• Name
• Heinz causes a stir with its soup
• Consumer confusion over best-before/use-by date
• Driving labelling innovation
• Nutrition and Health Labelling
• Health labelling has become one of the hot issues in FMCG labelling
• Back-of-pack nutritional labelling
• Nutrition claims
• Front-of-pack nutrition labelling -- traffic light vs. GDA labelling
  • Figure 2: Nutrition signposting labelling, GDA vs traffic light, 2007
• Traffic light system
• Guideline Daily Amounts (GDA)
• Hybrid systems
• The future
• Health claims and added health benefits (functional foods)
• Legislative developments
• Consumer concern
• The future
• Allergens and free-from labelling
• Allergens
• More extensive and stringent legislation
  • Figure 3: Major allergenic foods for which there is mandatory labelling in the EU Directive*
• The future
• Free-from foods
• Legislation
• The future
• Gluten-free
• Nuts and milk
• Environmental Labelling
• Recycling/compostable and organic logos
• Organic
• What is organic?
• The Soil Association
• The future
• Packaging recycling
• The Mobius loop
• Material identification codes
  • Figure 4: EC material identification codes
• Other recycling symbols
• Recycled content
• The future
• Compostable/biodegradable
• The future
• Carbon footprints
• Ethical Production Labelling
• Fair trade, vegetarian, animal welfare, sustainable fish stocks and provenance
• Fair trade
• Use of the Fairtrade Mark
• Awareness and promotion
• The future
• Marine Stewardship Council
• Use of the logo
• The future
• Freedom Food
• Use of the logo
• Awareness and promotion
• The future
• Vegetarian and vegan foods
• FSA guidance
• The Vegan Society
• The Vegetarian Society
• Awareness and promotion
• The future
• Provenance
• Legislation
• Regulation and legislation
• Protected Food Names Scheme (PFN)
• The future
• Red Tractor
• Use of the logo
• Promotion and awareness
• The future
• Other provenance labelling
• Other common labels
• Other Market Factors
• Key points
• Health eating
  • Figure 5: Agreement with selected lifestyle statements, 2003-07
• You are what you eat
  • Figure 6: Agreement with selected lifestyle statements, 2003-07
• Broadening horizons
  • Figure 7: Agreement with selected lifestyle statements, 2003-07
• Time to recycle
• The ethicalness of products
• Free-range products
  • Figure 8: Agreement with selected lifestyle statements, 2003-07
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• The Consumer 1 -- Attitudes Towards Labelling
• Key points
• Running out of space
  • Figure 10: Attitudes towards buying packaged food in supermarkets or other shops, November 2007
  • Figure 11: Attitudes towards food labelling, by age, November 2007
• Wealthy women compare
• Men can' t trust this
  • Figure 12: Attitudes towards food labelling, by gender (%), November 2007
• Trust is an issue going forward
• The Consumer 2 -- Labelling Awareness and Importance
• Key points
• Information on packaging
  • Figure 13: Importance of information printed on food and drink labelling, November 2007
• Back to basics
• Cynical about health
• Production values
  • Figure 14: Importance of logos looked for on food and drink packaging, November 2007
• Recycling revolution
• Fair trade wins ethical vote
• Allergens or free-from
• Appendix
• Advertising data
• Abbreviations
• Market background
• Weight and volume
• Ingredient listing
• Special storage conditions and conditions of, and instructions for, use
• Organic
• Alternative organic certifiers, other than the Soil Association
  • Figure 19: Organic certifying bodies in the UK
• Consumer trends -- Detailed demographics
  • Figure 20: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car usage, 2007
  • Figure 21: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car usage, 2007
  • Figure 22: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car usage, 2007
  • Figure 23: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car usage, 2007
  • Figure 24: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, M
• intel' s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car usage, 2007Figure 25: Agreement with selected lifestyle statements, by gender, age, socio-economic group, marital status, lifestage, presence of children, Mintel' s Special Groups, working status, tenure, region, ACORN category, technology usage, household size and car usage, 2007
• Consumer 1 -- Attitudes to labelling -- Detailed demographics
  • Figure 26: Attitudes towards food and drink labelling, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
• Consumer 2 -- Labels looked for on food and drink packaging -- Detailed demographics
• Important
  • Figure 27: Important food labels, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
  • Figure 28: Important food labels, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
• Not important
  • Figure 29: Not important food labels, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
  • Figure 30: Not important food labels, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
• Production values
• Important
  • Figure 31: Important food logos, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
  • Figure 32: Important food logos, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
• Not important
  • Figure 33: Not important food logos, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
  • Figure 34: Not important food logos, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
• Never seen
  • Figure 35: Food logos never seen, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
  • Figure 36: Food logos never seen, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage, mobile provider and TV reception, November 2007
• The consumer 3 -- Repertoire cluster analysis
  • Figure 37: How important consumers consider information on food and drink packaging labels to be, by gender, age, region, socio-economic group, daily and Sunday newspaper readership, household income, presence of children, Internet usage, supermarket usage and TV reception,, November 2007
  • Figure 38: How important consumers consider information on food and drink packaging labels to be, by agreement with attitudinal statements about labels on packaged foods, November 2007