Consumers benefit from on-pack portion information, EUFIC report

The study was carried out via an online survey, based on a representative sample of 13,117 men and women across six EU countries; Germany, UK, Spain, France, Poland and Sweden.

Dr Monique Raats, reader and co-director of the food, consumer behaviour and health research centre, University of Surrey, told FoodNavigator.com; “The research clearly shows that portion information helps ​[consumers] use nutrition information in a practical way​.”

Faster nutrition​

According to the study, most consumers (79 per cent) were able to accurately read and relay nutrient information from labels. When it came to working out nutrient content per portion from just per 100g/ml information, the calculation became more complex. Fewer consumers reached the correct answer and took longer. When per portion information is also present for the same calculation, accuracy increases as does speed – cutting the response time by more than half in some cases.

Whilst some variation between countries was noted, generally; “Those consumers provided with per portion information are much more likely to be correct that those given only 100g/ml information​.”

At least half of respondents in all six countries thought the stated portion size for 15 of the 19 products used in the study was “exactly right.”​ However, preferences for how consumers would like portion information to be presented were evident, although ‘per pack’ was the preferred format for most products in the survey. “This is useful information to build on, and​ [manufacturers] need to better understand consumer needs in terms of information and how it is presented, as well as how their products are consumed​.”

Industry discussion​

The EUFIC study claims to be the most comprehensive study on consumers and portion information in Europe. “It should be able to feed into any current discussion around guidelines for portion information and how they are communicated,” ​said Dr Raats.

In 2009 the grocery research group IGD published voluntary guidelines to help food manufacturers provide consistent portion size information to consumers. The Confederation of Food and Drink Industries (CIAA) put the issue of per portion labelling at the top of the agenda at its stakeholder event last year. The organisation has also introduced a brochure Portion Sizes For Purposes of Nutritional​ Labelling which is designed to explain the rationale, promote better understanding and support consumer communication.

Dr Monique Raats presented key findings from the EUFIC research in a live webinar which will be available to view from 22 February on the EUFIC Forum at www.eufic.org​.