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Listen to this siteMonday 29 September 2008
A panel of independent research experts 1 will today, 29 September 2008, present a paper which sets out the scientific basis for the main phase of the independent evaluation of front-of-pack nutritional signposting in the UK.
This paper will include some insights from the initial qualitative work, which explored how people actually use front-of-pack labels. It concentrates on findings that are most relevant to the design of the next phase – the quantitative study, which will provide information about the elements of the signposting schemes currently in use and identify which are most effective in helping consumers make informed food choices. This main stage will concentrate on investigating how well consumers understand the information given on the various labels.
Since 2006, UK retailers and manufacturers have been increasingly using front-of-pack nutritional labelling on a wide range of foods. There are three main schemes:
The findings reported today suggest that people are generally positive about using nutritional signposting on the front of packs of food and provide valuable insights on how people actually use the labels. They also highlight areas which cause confusion for some shoppers and need to be explored further. The areas of confusion include the use of colours in the various schemes, understanding information about portion sizes, interpreting and using numerical information.
Chair of the panel, Sue Duncan, said: 'We are aware there is widespread interest in this research and therefore felt it important to share progress to date. The initial phase of the evaluation provides some valuable insights into how people are using front-of-pack food labels and was important in shaping the main quantitative phase of the study, which has just begun.
'We are also setting out, for all to see, the evidence and analysis that underpins our scientific approach to testing people’s comprehension of front-of-pack labels. This main phase involves interviews with some 3,000 shoppers and will provide key evidence for Government and other stakeholders on how each scheme and the various elements which make up those schemes, are working in practice.'
Each stage of the evaluation is being subjected to peer review, to ensure the methods and analysis are as rigorous as possible. The final report, covering all elements of the research, is expected to be available in spring 2009 and will be peer reviewed before publication. The research results will provide robust evidence to inform future UK Government policy considerations on front-of-pack labelling of food.
1. Management of the research
2. The Research Design and Methodology
The qualitative aspect of the research has informed the quantitative work, which is under way. The results from all the research are expected to be published following peer review in spring 2009.
a. Qualitative phase (completed)
This consisted of three parts:
Participants for all three parts were recruited to set quotas covering shopping venue, main/occasional shopper, frequency of use of labels, dietary needs, life stage (ensuring parents with young children are captured), socio-economic group, gender, ethnicity and education.
b. Quantitative phase (under way)
A representative sample of 3,000 shoppers from across the UK will be surveyed face to face in their homes using Computer Assisted Personal Interviewing. The interview will include comprehension tests and collect information on nutritional knowledge and interest, self reported label use, and key demographics. Fieldwork for this phase of work is expected to be completed by the end of 2008.
1 The Project Management Panel (PMP) comprises nutrition, and market and social research experts and was set up with the agreement of all key stakeholders in 2006 to manage the independent study into front-of-pack nutritional signposting on food.
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