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Label Reading from a Consumer Perspective
Hartman Group, The, Dec 2007, Pages: 44
Introduction
Key Findings
Chapter I Label Reading Behavior
Background: An Era of Label Profusion
Elements of Lifestyle that Lead to Reading Labels
Label Reading Occasions During the Cycle of Package Use
Chapter II Package Elements: Consumer Use of Label Components
Importance Ratings of Six Common Label Components
The nutrition facts panel as the most important element of a label:
The ingredient list as the most important component of a label:
The ingredient claim symbol as the most important component of a label:
Health claims as the most important component of a label:
Country of origin labeling (COOL) as the most important component of a label:
Recycling information as the most important component of a label:
The Most Commonly Used Label Components: Rating 16 Package Elements
Chapter III Attitudes Toward Health Claims, Origin and Restaurant Labels
Attitudes Toward Health Claim Labels and Symbols
Attitudes Toward Country of Origin/Source Labels
Attitudes Toward Nutrition Labeling: Restaurants and Retail Prepred Foods
Chapter IV Awareness, Understanding and Trust of Symbols and Icons
Awareness, Understanding and Trust of Ethical, Sustainable and Dietary Symbols and Icon
Chapter V Conclusions
Appendix I
The World of Wellness
Core, Mid-level and Periphery
Appendix II Methodology
Quantitative Methods
Qualitative Methods
List of Figures and Tables
Figure 1 Frequency of label reading compared to a year ago
Figure 2 How often are consumers reading information on product labels?
Figure 3 Who reads product labels?
Figure 4 Why consumers read information on the product label
Figure 5 Do men and women differ in what they read on product labels?
Figure 6 Over the cycle of package use, where do consumers examine or read product labels?
Figure 7 Label components of a food or beverage product most important to consumers
Figure 8 Most frequently used components of a product label
Figure 9 Less frequently used components of a product label
Figure 10 General consumer attitudes towards health claims on labels
Figure 11 Consumer attitudes towards variety and regulation of health claims on product labels
Figure 12 Should country of origin labeling (COOL) be mandatory?
Figure 13 Importance of knowing the origin of a food or beverage product or ingredient
Figure 14 Should nutrition and ingredient information on prepared foods (in deli, cafeteria, restaurants) be mandatory or voluntary?
Table 1 Awareness, Understanding and Trust of Six Familiar Symbols and Icons
Table 2 Awareness, Understanding and Trust of Seven Less Familiar Symbols and Icons
Figure 15 Awareness for symbol or icon
Figure 16 Consumer understanding for symbol or icons
Figure 17 Symbols and icons consumers trust Segment Sizes in the World of Wellness
Table 1 Awareness, Understanding and Trust of Six Familiar Symbols and Icons
Table 2 Awareness, Understanding and Trust of Seven Less Familiar Symbols and Icons
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