Use and understanding of labelling information when preparing infant formula: Evidence from interviews and eye tracking |
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| Affiliation: | 1. Centre for Global Food and Resources, Faculty of the Professions, The University of Adelaide, Level 6 NEXUS 10 Tower, 10 Pulteney Street, SA 5005, Australia;2. Public Health Nutrition Standards, Food Standards Australia New Zealand, Majura Park, 15 Lancaster Place, Australian Capital Territory 2609, Australia;3. Behavioural and Regulatory Analysis Section, Food Standards Australia New Zealand, Majura Park, 15 Lancaster Place, Australian Capital Territory 2609, Australia;4. Labelling and Information Standards, Food Standards Australia New Zealand, 154 Featherston Street, Wellington 6011, New Zealand;1. School of Agriculture and Food, Faculty of Veterinary and Agricultural Sciences, The University of Melbourne, Parkville, Victoria 3010, Australia;2. Polymer Science Group, Department of Chemical and Biomedical Engineering, The University of Melbourne, Parkville, Victoria 3010, Australia;1. Faculty of Agriculture, Institute of Horticultural Sciences, University of Agriculture Faisalabad, Faisalabad, Pakistan;2. Department of Nutrition and Food Sciences, College of Agriculture and Life Sciences, University of Vermont, Burlington, VT, United States;3. Department of Food Science, Northeast Agriculture University, Harbin, P.R. China;1. University of Pennsylvania Tobacco Center of Regulatory Science (TCORS), Philadelphia, PA, United States;2. Annenberg School for Communication, University of Pennsylvania, Philadelphia, PA, United States;3. Department of Community Health and Health Behavior, State University of New York, Buffalo, NY, United States;4. Perelman School of Medicine, University of Pennsylvania, Philadelphia, PA, United States;1. Pennsylvania State University, University Park, PA;2. University of Illinois at Urbana-Champaign, Urbana, IL;3. Office of the Chief Economist, US Patent and Trademark Office, Alexandria, VA;1. College of Food Science, Northeast Agricultural University, Harbin, P.R. China;2. Key Lab of Dairy Science, Ministry of Education, Harbin, P.R. China;3. Department of Nutrition and Food Sciences, College of Agriculture and Life Sciences, University of Vermont, Burlington, VT, United States;1. Groningen University, Applied Linguistics, Oude Kijk in ''t Jatstraat 26, 9712 EK, Groningen, Netherlands;2. Lancaster University, Linguistics & English Language, County South, Lancaster, UK;3. Centre for Language and Communication Studies, Arts Building, Trinity College Dublin, Dublin 2, Ireland |
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| Abstract: | There are various risks associated with incorrect preparation and storage of infant formula, including microbiological hazards. Preparing and storing reconstituted infant formula correctly can reduce potential risks. The product label on infant formula is often the main source of information for caregivers on the correct handling of infant formula. Caregivers’ ability to understand and follow preparation and storage instructions is, therefore, of high importance in the safe use of infant formula. This study aims to increase understanding of how Australian caregivers perceive, interpret and use mandatory and voluntary “on-pack” label information when preparing and storing infant formula. An eye-tracking task requiring caregivers (n = 30) to prepare an unfamiliar infant formula product while wearing Tobi Pro 2 Glasses revealed that almost all caregivers look at the preparation instructions (93%), though fewer look at the warning advice (43%) and storage instructions (27%). Findings from retrospective think-aloud and in-depth interviews conducted immediately after the eye-tracking task, revealed that while preparation instructions are generally understood, they are not always adhered to, with most caregivers making modifications for convenience. Lack of awareness and low perceived risk to the infant’s health were other reasons for non-adherence. These findings suggest that mandated food-safety elements on infant formula products need to be more noticeable, clearer and more specific with respect to potential infant health risks associated with non-adherence, to ensure safe preparation and storage by all caregivers. These findings will be used to inform a review of the labelling requirements for infant formula products. |
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| Keywords: | Food labeling Food policy Infant formula preparation Mobile eye tracking Consumer behavior Food safety |
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