Survey reveals concerns over ‘misleading packaging’

PackagingA survey of more than 2,000 UK consumers has found that more than 80 per cent believe packaging could mislead them into making unhealthy food purchases. And a further 65 per cent say that packaging and labelling affects their purchasing decisions.

The research by private label software specialist Trace One also revealed that younger age groups (16-34) are more likely to have their purchasing decisions influenced by packaging (75% of 16-24s and 76% of 25-34s) than the oldest age group (47% of 55-64s).

“These results are both proof and a warning of packaging’s power,” observes Nick Martin, VP Northern Europe at Trace One. “While we know that packaging is important for the retail industry, that means it can be linked with both good and bad results such as, in this case, the nation’s obesity problem.

“Retailers and manufacturers need to ensure that their packaging isn’t even partly to blame for such developments. Instead, packaging should be as clear and accurate as possible so that consumers cannot believe they are being misled.”

The study also revealed that consumers find label information such as the ‘traffic light’ system and Guideline Daily Amounts (GDA) tables confusing. As a result, 85 per cent of consumers say they want an industry-wide standard to be introduced across the packaging and labelling industry to improve clarity and consistency.

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