Part 2 - Research Results
17. Conclusions and Recommendations
The qualitative study has been effective in establishing:
- important labelling issues for consumers;
- an understanding of how and why various labels are used;
- a basis for the design of subsequent quantitative research, including the development of information objectives, as well as language and methodology design issues that should be considered.
The research has also amassed considerable information about the design and content of food labels, which could have potentially significant implications for future marketing and consumer education strategies. We are aware that the provision of recommendations regarding label development or policy were not primarily the objective of this project, and therefore provide this feedback as a secondary outcome. We structure our recommendations under the following headings, and address each in turn:
1. Recommendations for quantitative research;
2. Considerations for label design and the overall marketing of food labelling.
17.1 Recommendations for Quantitative Research
The research findings point to the clear need for a quantitative follow-up survey,as was first mooted as Part B of the research in the project brief. We base this recommendation on the following:
- Whilst the qualitative findings have provided a significant amount of information and understanding, they are not representative of the views of all Australians or New Zealanders and the results cannot be extrapolated to the wider community; and therefore
- The results of this study cannot be used to benchmark current views and behaviour and thus evaluate the impact and implementation of the new joint code.
- The need to segment consumers by determining the influences, attitudes and behaviours within different segments, and to then prioritise segments (ie. target audiences) for later marketing and education strategies, as well as to more efficiently monitor changes in consumer knowledge and behaviour over time.
The information objectives for the survey will be extensive, and should include, but not be limited to:
- Awareness and understanding of different food labels (or a prioritised list of labels):
- recognition/recall of each;
- what is meant by key label terms and language;
- how the label is used;
- overall interpretation of what each label is for.
- Use of different food labels:
- Context in which labels are used (setting; home, in store; who shop with, shopping needs, different products);
- Attitudinal measures of disposition towards reading labels, the usefulness of labels and trust/reliability issues;
- Use/behaviour - frequency of use, for which products; and behaviours and influences that facilitate label use.
- Demographic and life stage variables:
- Age
- Gender
- SES (income and education)
- Presence of children, and family size
- Health needs and health consciousness
At this stage of the research we offer our preliminary thoughts with regards to the methodological and design issues for such a survey, which we expect to be further informed by and refined at the conclusion of the stakeholder stage of the project.
However the use of different data collection techniques throughout the qualitative and in-store components of the research clearly point to the value of using face to face interviewing techniques. We would recommend that the quantitative research design consider a hybrid approach, such as door to door interviewing, supplemented with a self-completion component of data collection. Such an approach would need to utilise:
- carefully designed interactive interviewing techniques,including the use of stimulus materials;
- well trained interviewers with a detailed and intimate understanding of the different food labels and the complex context in which they are used by consumers; and
- carefully worded questions and scale measures that are sufficiently sensitive to establish benchmarks across the vastly different attitudinal and behavioural consumer segments that exist, and then detect changes over time, particularly in the context of marketing and education initiatives that ANZFA may undertake.
Whilst we feel that telephone interviewing may be suitable to achieve some of the research objectives, and its value at this point is not ruled out, it would not be suitable for all research objectives.
17.2 Considerations for Label Design and the Overall Marketing of Food Labelling
It is clear from the research that there is no clear or common understanding of how to use and interpret many food labels (nutrition information panel, percentage labelling, food additives numbering system, country of origin labels), and other labels (nutrition claims, ingredients list) are used in the absence of lack of confidence in or actual understanding of this label information.
The following points are a summary of improvements suggested by research participants and could be considered for label design. It is noted that not all suggestions are feasible, given the constraints of the new Code:
- Standardisation of the positioning and location of label information, so that information that is used together is positioned together (eg. NIP and ingredients list; all ' risk' information kept together).
- Standardisation of the layout/format of the NIP (as well as the seven nutrients) that enhance consumers ability to read and distinguish between nutrients - particularly with regard to the nutrient break down and sub-headings;
- Make the text as large as possible, particularly for warning statements;
- Use of ' plain' English (salt instead of sodium) and prioritisation of this language over more ' technical' terms such as thiamin, riboflavin, niacin etc which do not mean much to most people, and currently cause them to deem the nutrition label as ' irrelevant' or ' too hard' .
- Standardisation and then promotion of what is meant by Australian Made vs Australian Owned etc in the context of what people want to know (identifying the product source, supporting the local economy);
- As a standard, organise and promote food additive numbers in a way that groups additives together, taking into consideration those additives that people might want to avoid versus those that enhance the product and are unlikely to be harmful (eg. colours (110, 123); preservatives (211), flavour enhancer (621);
- The inclusion of date marks on all tinned food.
Percentage labelling has significant potential for consumers, but the extent to which consumers use it will depend heavily on how much they are informed about its presence and how it can be useful for them in comparing products. There is considerable mileage for the development of goodwill that would be extended to ANZFA and other enforcement agencies e.g States, Territories, NZ (or ' the government ' ) if the use of food labels was made more accessible and ' user friendly' for consumes. As percentage labelling is a new requirement of the new Code and this research was conducted prior to its mandated enforcement, ANZFA may need to revisit this issue with consumers in 2-3 years time.
The following suggestions are made without the knowledge of ANZFA s interest in or ability to undertake a more extensive consumer marketing and education role.
- There is considerable opportunity for ANZFA in conjunction with other government agencies to raise its visibility in the community, both as the independent regulator and ' watch dog' for manufacturers, as well as the most credible information source about food labels, how to use and interpret them. It is clear that many consumers are still searching for a single source of credible information about food, nutrition and food labels. In the absence of any such source, they rely on piece-meal information they glean from a variety of media sources.
- This role would need to be pro-active on the part of ANZFA - it is clear that most consumers will not seek out this information themselves (unless they clearly know where to find it, and it is readily accessible to them) but will instead continue to build misconceptions and frustrations about food labelling in its absence.
- The development of a marketing and consumer education strategy, and the prioritisation of those strategies in the context of the implementation of the new Food Standards Code, should be informed by the segmentation of consumers in the quantitative survey. Detailed recommendations in this area could be made from such a survey.
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