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Allergen Labelling - Consumer Attitudes and Interpretation of Proposed New Allergen Labelling (Primary Research Report)
Leatherhead Food International, Nov 2005
In the UK, it is reported that 2% of the adult population suffer from food allergies or food intolerance, although this figure increases to 5% for children. In light of growing consumer concern over allergens, new labelling rules in European Directive (2003/89/EC) were introduced in the UK by an amendment to the Food Labelling Regulations.
The key research objectives included:
- To assess consumers’ understanding of current allergen labelling.
- To examine consumer attitudes to proposed changes in allergen labelling on prepared foods
- To identify consumers’ own concerns on allergen labelling
- To identify the proportion of the population avoiding foods and why?
- To identify how the industry can improve the allergy advice box
- To identify how the Food Service industry can best respond to consumers’ requirement for allergen labelling
- To identify how manufacturers can maximise the potential in the “free-from” market.
The major input into this project was a programme of original primary research. In order to fully assess consumer attitudes and response to changes in allergen labelling, the following research methods were employed:
- 5000 online interviews
- 4 Discussion groups with adults
- 150 Face-to-face interviews with a representative sample of the population in England
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