Nutritional info on labels is ignored

CAPE Town consumers consider price, sell-by date and whether a food item is on promotion before considering the nutritional information when buying food.

According to a new study by Stellenbosch University, Capetonians don’t seem to be very clued up about nutritional information on food labels.

Dr Nelene Koen, a lecturer in the Division of Human Nutrition in the Faculty of Medicine and Health Science at the university, said the information on food labels did not have a major influence on what they buy.

In the study, Koen analysed consumer’s knowledge and reading of nutritional information on food labels and explored what influenced their food purchasing and why they ignored labels.

Koen also determined their expectations and perceived barriers regarding the nutritional information on food labels as well as the acceptability and appropriate design of a single health endorsement logo for products that were healthier choices based on the South African nutrient profile model.

“Just over 36% of the consumers indicated that they frequently/ always read nutrition information on food labels. The main reasons many consumers don’t read nutrition information on food labels included always buying the same type of product, a lack of interest and time to study the information, price concerns and lack of trust in food labelling information.”

She said some consumers felt the nutrition information on food labels was misleading and manufacturers were trying to deceive them. Koen said food price was sometimes the only consideration when buying products, irrespective of their quality and nutritional value. Koen said the food industry should place a renewed focus on the design and layout of food labels.