The Food Safety Authority of Ireland (FSAI) mandated the advertising research specialist, Ipsos MORI, to interview consumers aged 15 years and above on their understanding of the various forms of labelling used in Ireland. Published in December 2009, this article provides a summary of the results of the study.
In Ireland, food labelling falls under the 2002 European Communities Regulations No. 483 with the goal of not misleading the consumer. Consumers face a number of different labelling when they do their shopping. The FSAI survey divulges consumers’ attitudes to food labelling.
The results of the face-to-face interviews highlighted the fact that only 25% of consumers habitually consult food labels. Among the reasons given not to read food labelling were lack of time, and confusion as a result of too much information. Aware of the need for clear and consistent information, EPHA considers that traffic lights would be the most comprehensible system to transmit the information in the most effective way.
The FSAI study supports the importance of using traffic lights. Indeed, among four signpost labelling systems, 39% of consumers found the traffic light system most informative.
55% of the interviewed persons would like to see easier information to understand.
The study also focused on issues such as the origin or provenance of the food, allergen information, and labelling of loose foods. For further information on the results, please see the full study.
For more information:
– The FSAI Research Study into Consumers’ Attitudes to Food Labelling
EPHA related articles:
– [->art3516]
– [->art2959]
– [->art3658]