Nutrition information in the market: food labelling as an aid to the consumer

This research was conducted in order to find out how consumers perceive and use the information given on food labels. It included two different studies: (i) a pilot study consisting of in-depth interviews with the help of an interview guide in 25 households, (ii) a consumer survey of personal interviews with a representative sample of the Norwegian population, 1050 persons over 15 years of age. The data showed that, even though the food labels were perceived as difficult to understand, there were nevertheless many consumers who made use of them. The typical pattern was occasional use; 46% read them very or rather often. The typical reader is a women between 30 and 59 years of age, and with a high education. Of all the substances listed on the food labels, most people looked for the additives (60%) and amount of fat (58%). Only 10% reported that they were very satisfied with the food labels as they appear today, whereas about 40% were rather satisfied. Suggestions from the respondents to make the food labels more satisfactory are discussed.     

Consumer concern and behaviour regarding food and health in Norway

This study was undertaken to answer four questions. How widespread is the interest in health issues related to food among consumers in Norway? What types of food-related health risks are the consumers concerned about? How is the concern expressed among different groups and subgroups of the population? How is the interest in food and health expressed in terms of food behaviour? The paper is built on results from two nationwide consumer surveys in Norway: one telephone interview including 1,021 persons and one postal questionnaire including 13,857 persons. The data revealed that 72% of the consumers were very or rather concerned that the food they eat could be harmful to health. Contrary to results from some other studies, the majority of the Norwegian consumers (57%) were mostly concerned that the food they eat could contain too much fat. Even though the fat issue attracted most attention, many were also concerned about food additives (39%) and contaminants from environmental pollution (43%). Logistic regression analyses showed that the expression of concern is different in various subgroups of the population, divided according to age, income, education and place of residence, Data on food behaviour confirmed the heavy emphasis that consumers put on the fat issue and on additives in food.