Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Consumer Food Labelling - UK - January 2010

This report looks at awareness and importance of different food labels, as well as the understanding of them within the context of the changing nature of the overall food market in the UK.

  • Highlighting domestic sourcing on labelling can put a brand or product on the radar of the 11.5 million consumers for whom this is an important factor when buying food.
  • Clearer labelling has potential to unlock a market of 10.7 million people, who find food labelling systems confusing, and therefore struggle to make purchase decisions.
  • Clearer, cleaner labelling can also help food brands find favour with older and more affluent shoppers, with 5 million consumers aged over 55 and 7.5 million people earning more than £50k a year believing that there is too much information on labelling.
  • More people find food labelling systems confusing than those who find everything they need to know, leaving consumers struggling to make purchase decisions. A high level of confusion will also deter shoppers from generally using labels as a motivating factor in purchases, acting as a barrier to the communication of important messages from brand marketing to mandatory nutritional information.
  • More people require more information on packaging than admit to being confused but what they do find, presenting an opportunity for brand to engage with their customers by offering assistance in interpreting the information on labelling.
  • Greater information on artificial additives and hydrogenated fats would tap into the substantial pool of 16 million adults that are looking for free-from products.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Issues in the Market

      • Definitions
        • Abbreviations
        • Future Opportunities

          • The drive for clearer labelling continues to confuse consumers
            • Local & free range = Authentic
              • Authenticity sells
                • Food phobia on the rise
                  • Too much information!
                    • Red for danger
                    • Market in Brief

                      • Nutrition labelling comes to the fore
                        • Origin and welfare are also hot topics
                          • Greater regulation across the board
                            • New schemes on the horizon
                              • Calls for action
                                • NPD strong but with shifting priorities
                                  • Consumers left confused by nutritional labelling
                                  • Mandatory and Voluntary Food Labelling

                                    • Gold-plated labelling legislation in the UK?
                                      • Figure 1: Mandatory and voluntary pre-packaged food labelling, 2010
                                    • Basic labelling
                                      • More than just a name
                                        • Simplifying date labelling to ease confusion
                                          • Quality claims subject to greater scrutiny
                                            • The future
                                              • Nutrition and health labelling
                                                • Nutrition ‘claims’ regulations extend to all products
                                                  • The future
                                                    • Nutrition labelling: Voluntary but not for long
                                                      • FOP nutrition labelling becomes a political battleground
                                                          • Figure 2: Nutrition signposting labelling: GDA vs traffic light & hybrid schemes, 2010
                                                        • No clear green for traffic light labelling as yet
                                                          • EU backs guideline daily amount (GDA) labelling
                                                            • Comprehension and confusion for hybrid systems
                                                              • Further developments in nutrition labelling
                                                                • Rethinking recommended daily calorie consumption?
                                                                  • IGD places portions at heart of nutritional labelling
                                                                    • Poor labelling of sandwiches highlighted
                                                                      • Calls made for calorie counting in catering
                                                                        • The future
                                                                          • EU Food Information Regulation
                                                                            • Health claims and added health benefits (functional foods)
                                                                              • A growing sector...
                                                                                • ... but consumer scepticism is a factor
                                                                                  • EU steps in to regulate the category
                                                                                    • The future
                                                                                      • Allergens and free-from labelling
                                                                                        • Allergens
                                                                                          • Mandatory allergen labelling
                                                                                            • Figure 3: Major allergenic foods for which the EU has introduced mandatory labelling
                                                                                          • FSA offers allergy labelling aid to food industry
                                                                                            • No legal thresholds identified for allergens
                                                                                              • The future
                                                                                                • Free-from foods
                                                                                                  • Gluten-free
                                                                                                    • Gluten limits revised for ‘free-from...’ foods
                                                                                                      • Nuts and milk
                                                                                                        • Clean labelling
                                                                                                          • The future
                                                                                                          • Environmental Labelling

                                                                                                            • Organic, GM and recycling/compostable logos
                                                                                                              • Organic
                                                                                                                • What is organic?
                                                                                                                  • Legislative requirements
                                                                                                                    • Organic certification schemes
                                                                                                                      • The Soil Association
                                                                                                                        • The future
                                                                                                                          • EU logo proposals
                                                                                                                            • Clearer GM labelling on the horizon?
                                                                                                                              • Packaging recycling
                                                                                                                                • The Mobius loop
                                                                                                                                  • Material identification codes
                                                                                                                                    • Figure 4: EC material identification codes
                                                                                                                                  • Other recognised symbols
                                                                                                                                    • Recycled content
                                                                                                                                      • The future
                                                                                                                                        • On-pack recycling label
                                                                                                                                          • Compostable/biodegradable
                                                                                                                                            • The future
                                                                                                                                              • Carbon footprints
                                                                                                                                                • Industry split on merits of carbon labelling
                                                                                                                                                  • Tesco takes the lead on carbon labelling
                                                                                                                                                    • The future
                                                                                                                                                      • Other environmental labelling
                                                                                                                                                        • Cutting back on meat as an environmental measure
                                                                                                                                                        • Ethical Production Labelling

                                                                                                                                                          • Fair trade, sustainable fish stocks, animal welfare, provenance and vegetarian
                                                                                                                                                            • Fair trade
                                                                                                                                                              • Use of the Fairtrade mark
                                                                                                                                                                • Awareness and promotion
                                                                                                                                                                  • The future
                                                                                                                                                                    • New scheme proposed for buoyant fair trade category
                                                                                                                                                                      • Marine Stewardship Council
                                                                                                                                                                        • Use of the logo
                                                                                                                                                                          • The future
                                                                                                                                                                            • Animal welfare
                                                                                                                                                                              • Celebrity chefs shine spotlight on animal welfare
                                                                                                                                                                                • Freedom Food
                                                                                                                                                                                  • Use of the logo
                                                                                                                                                                                    • Awareness and promotion
                                                                                                                                                                                      • The future
                                                                                                                                                                                        • Provenance
                                                                                                                                                                                          • Mandatory and voluntary regulations
                                                                                                                                                                                            • Political war of words erupts over origin
                                                                                                                                                                                              • Industry split over mandatory COOL proposals
                                                                                                                                                                                                • The future
                                                                                                                                                                                                  • Protected Food Names Scheme (PFN)
                                                                                                                                                                                                    • The future
                                                                                                                                                                                                      • Red Tractor
                                                                                                                                                                                                        • Use of the logo
                                                                                                                                                                                                          • The future
                                                                                                                                                                                                            • Other provenance labelling
                                                                                                                                                                                                              • Vegetarian and vegan foods
                                                                                                                                                                                                                • FSA guidance
                                                                                                                                                                                                                  • The Vegetarian Society
                                                                                                                                                                                                                    • Awareness and promotion
                                                                                                                                                                                                                      • The Vegan Society
                                                                                                                                                                                                                        • Other common labels
                                                                                                                                                                                                                        • Other Market Factors

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Health eating
                                                                                                                                                                                                                                • Figure 5: Agreement with selected lifestyle statements, 2005-09
                                                                                                                                                                                                                              • You are what you eat
                                                                                                                                                                                                                                • Figure 6: Agreement with selected lifestyle statements, 2005-09
                                                                                                                                                                                                                              • Broadening horizons
                                                                                                                                                                                                                                  • Figure 7: Agreement with selected lifestyle statements, 2005-09
                                                                                                                                                                                                                                • Free-range products
                                                                                                                                                                                                                                  • Figure 8: Agreement with selected lifestyle statements, 2005-09
                                                                                                                                                                                                                              • Strengths and Weaknesses in the Market

                                                                                                                                                                                                                                • Strengths
                                                                                                                                                                                                                                  • Weaknesses
                                                                                                                                                                                                                                  • Who’s Innovating?

                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                      • Recession fails to rein in NPD
                                                                                                                                                                                                                                        • Figure 9: New product launches, by claim, all food, UK, January 2005-November 2009
                                                                                                                                                                                                                                      • Vegetarian NPD is buoyant
                                                                                                                                                                                                                                        • Consumers turn from diet products to clean labelling
                                                                                                                                                                                                                                          • Recession dampens premium/organic markets
                                                                                                                                                                                                                                          • The Consumer – Attitudes Towards Labelling

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Shoppers satisfied but also confused over labelling
                                                                                                                                                                                                                                                  • Figure 10: Statements about labels on packaged foods bought at supermarkets, December 2009
                                                                                                                                                                                                                                                • Confusion greater among older consumers...
                                                                                                                                                                                                                                                  • ... and apathy among younger shoppers
                                                                                                                                                                                                                                                    • Shoppers look for ethical, healthy foods
                                                                                                                                                                                                                                                        • Figure 11: Important food-related issues when buying food, December 2009
                                                                                                                                                                                                                                                      • Men emerge as keen ethical shoppers
                                                                                                                                                                                                                                                        • Fat is a feminist issue?
                                                                                                                                                                                                                                                        • The Consumer – Motivation

                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                            • Health and divisive date labelling drive purchases
                                                                                                                                                                                                                                                                • Figure 12: Attitudes towards eating and shopping for food, December 2009
                                                                                                                                                                                                                                                              • Healthy choices for older, calorie counting for younger women
                                                                                                                                                                                                                                                                • Older shoppers shun date labelling
                                                                                                                                                                                                                                                                  • Greater labelling doubt among younger C2s
                                                                                                                                                                                                                                                                    • Free-range fans divided over labelling satisfaction
                                                                                                                                                                                                                                                                      • Nutritional labelling is not meeting needs of diet-conscious consumers
                                                                                                                                                                                                                                                                        • Local food fans spurn date labelling and nutrition advice
                                                                                                                                                                                                                                                                          • Health-related reduction claims result in confusion
                                                                                                                                                                                                                                                                            • Labelling satisfaction higher among fans of specialist production
                                                                                                                                                                                                                                                                            • Food Labelling – Targeting Opportunities

                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                • All Clear
                                                                                                                                                                                                                                                                                  • Dazed and Confused
                                                                                                                                                                                                                                                                                    • Ambivalent
                                                                                                                                                                                                                                                                                      • Attention to Detail
                                                                                                                                                                                                                                                                                        • Figure 13: Statements about package on packaged foods buy at super markets, by target groups, December 2009
                                                                                                                                                                                                                                                                                    • Appendix – The Consumer – Attitudes Towards Labelling

                                                                                                                                                                                                                                                                                        • Figure 14: Most popular statements about labels on packaged foods bought at supermarkets, by demographics, December 2009
                                                                                                                                                                                                                                                                                        • Figure 15: Next most popular statements about labels on packaged foods bought at supermarkets, by demographics, December 2009
                                                                                                                                                                                                                                                                                        • Figure 16: Most popular important food-related issues when buying food, by demographics, December 2009
                                                                                                                                                                                                                                                                                        • Figure 17: Next most popular important food-related issues when buying food, by demographics, December 2009
                                                                                                                                                                                                                                                                                        • Figure 18: Other important food-related issues when buying food, by demographics, December 2009
                                                                                                                                                                                                                                                                                    • Appendix – The Consumer – Motivation

                                                                                                                                                                                                                                                                                        • Figure 19: Most popular attitudes towards eating and shopping for food, by demographics, December 2009
                                                                                                                                                                                                                                                                                        • Figure 20: Next most popular attitudes towards eating and shopping for food, by demographics, December 2009
                                                                                                                                                                                                                                                                                        • Figure 21: Other attitudes towards eating and shopping for food, by demographics, December 2009
                                                                                                                                                                                                                                                                                        • Figure 22: Important food-related issues when buying food, by most popular statements about package on packaged foods buy at supermarkets, December 2009
                                                                                                                                                                                                                                                                                        • Figure 23: Important food-related issues when buying food, by next most popular statements about package on packaged foods buy at supermarkets, December 2009
                                                                                                                                                                                                                                                                                        • Figure 24: Statements about package on packaged foods buy at supermarkets, by most important food-related issues when buying food, December 2009
                                                                                                                                                                                                                                                                                        • Figure 25: Statements about package on packaged foods buy at supermarkets, by next most important food-related issues when buying food, December 2009
                                                                                                                                                                                                                                                                                        • Figure 26: Statements about package on packaged foods buy at supermarkets, by other important food-related issues when buying food, December 2009
                                                                                                                                                                                                                                                                                        • Figure 27: Attitudes towards eating and shopping for food, by most important food-related issues when buying food, December 2009
                                                                                                                                                                                                                                                                                        • Figure 28: Attitudes towards eating and shopping for food, by next most important food-related issues when buying food, December 2009
                                                                                                                                                                                                                                                                                        • Figure 29: Attitudes towards eating and shopping for food, by other important food-related issues when buying food, December 2009
                                                                                                                                                                                                                                                                                        • Figure 30: Important food-related issues when buying food, by most popular attitudes towards eating and shopping for food, December 2009
                                                                                                                                                                                                                                                                                        • Figure 31: Important food-related issues when buying food, by next most popular attitudes towards eating and shopping for food, December 2009 (continued)
                                                                                                                                                                                                                                                                                        • Figure 32: Important food-related issues when buying food, by other attitudes towards eating and shopping for food, December 2009
                                                                                                                                                                                                                                                                                    • Appendix – Food Labelling – Targeting Opportunities

                                                                                                                                                                                                                                                                                        • Figure 33: Target groups, by demographics, December 2009

                                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                                    • Advertising Standards Authority
                                                                                                                                                                                                                                                                                    • AG Barr
                                                                                                                                                                                                                                                                                    • Agriculture and Horticulture Development Board
                                                                                                                                                                                                                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                                                                                                    • Alliance Boots
                                                                                                                                                                                                                                                                                    • Amazon.co.uk
                                                                                                                                                                                                                                                                                    • Arla Foods amba
                                                                                                                                                                                                                                                                                    • Asda Group Ltd
                                                                                                                                                                                                                                                                                    • Associated British Foods Plc
                                                                                                                                                                                                                                                                                    • Assured Food Standards
                                                                                                                                                                                                                                                                                    • Bernard Matthews Plc
                                                                                                                                                                                                                                                                                    • Birds Eye Foods
                                                                                                                                                                                                                                                                                    • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                                                                                    • British Nutrition Foundation
                                                                                                                                                                                                                                                                                    • British Pig Executive (BPEX)
                                                                                                                                                                                                                                                                                    • British Retail Consortium
                                                                                                                                                                                                                                                                                    • British Sandwich Association
                                                                                                                                                                                                                                                                                    • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                                                                                                    • Britvic Soft Drinks
                                                                                                                                                                                                                                                                                    • Budgens Stores Ltd - retail sales
                                                                                                                                                                                                                                                                                    • Cadbury Schweppes Plc
                                                                                                                                                                                                                                                                                    • Cadbury Trebor Bassett
                                                                                                                                                                                                                                                                                    • Calypso Soft Drinks Ltd.
                                                                                                                                                                                                                                                                                    • Carbon Trust
                                                                                                                                                                                                                                                                                    • Channel 4
                                                                                                                                                                                                                                                                                    • Co-operative Group
                                                                                                                                                                                                                                                                                    • Coca-Cola GB
                                                                                                                                                                                                                                                                                    • Compass Group Plc
                                                                                                                                                                                                                                                                                    • Dairy UK
                                                                                                                                                                                                                                                                                    • Danone UK Ltd
                                                                                                                                                                                                                                                                                    • Department for Environment, Food & Rural Affairs
                                                                                                                                                                                                                                                                                    • English Beef and Lamb Executive
                                                                                                                                                                                                                                                                                    • Fairtrade Foundation (The)
                                                                                                                                                                                                                                                                                    • Food and Drink Federation
                                                                                                                                                                                                                                                                                    • Food Standards Agency
                                                                                                                                                                                                                                                                                    • Forest Stewardship Council
                                                                                                                                                                                                                                                                                    • Freeview
                                                                                                                                                                                                                                                                                    • Gerber Foods Soft Drinks Limited
                                                                                                                                                                                                                                                                                    • GlaxoSmithKline Plc
                                                                                                                                                                                                                                                                                    • Greggs Plc
                                                                                                                                                                                                                                                                                    • HJ Heinz Company UK
                                                                                                                                                                                                                                                                                    • Innocent Drinks Ltd
                                                                                                                                                                                                                                                                                    • J. Sainsbury
                                                                                                                                                                                                                                                                                    • Jamie Oliver
                                                                                                                                                                                                                                                                                    • John Lewis Partnership
                                                                                                                                                                                                                                                                                    • Kellogg Company of GB Limited
                                                                                                                                                                                                                                                                                    • Kraft Foods UK
                                                                                                                                                                                                                                                                                    • Lidl (UK)
                                                                                                                                                                                                                                                                                    • Lockwoods (Liverpool) Ltd
                                                                                                                                                                                                                                                                                    • Londis (Holdings) Ltd - retail sales
                                                                                                                                                                                                                                                                                    • Marine Stewardship Council
                                                                                                                                                                                                                                                                                    • Marks & Spencer
                                                                                                                                                                                                                                                                                    • Marlow Foods Ltd (Quorn)
                                                                                                                                                                                                                                                                                    • Mars Incorporated
                                                                                                                                                                                                                                                                                    • Masterfoods UK
                                                                                                                                                                                                                                                                                    • McCain Foods Limited
                                                                                                                                                                                                                                                                                    • McDonald's Restaurants Limited (UK)
                                                                                                                                                                                                                                                                                    • mmO2 plc
                                                                                                                                                                                                                                                                                    • Moy Park Ltd
                                                                                                                                                                                                                                                                                    • National Farmers Union
                                                                                                                                                                                                                                                                                    • Nestlé UK Ltd
                                                                                                                                                                                                                                                                                    • Netto Foodstores Ltd
                                                                                                                                                                                                                                                                                    • New Covent Garden Food Co
                                                                                                                                                                                                                                                                                    • Orange plc (UK)
                                                                                                                                                                                                                                                                                    • Organic Food Federation (The)
                                                                                                                                                                                                                                                                                    • Paterson-Arran Ltd
                                                                                                                                                                                                                                                                                    • Pepsi-Cola UK
                                                                                                                                                                                                                                                                                    • Royal Society for the Prevention of Cruelty to Animals (RSPCA)
                                                                                                                                                                                                                                                                                    • Soil Association
                                                                                                                                                                                                                                                                                    • Somerfield
                                                                                                                                                                                                                                                                                    • Stella McCartney
                                                                                                                                                                                                                                                                                    • Subway
                                                                                                                                                                                                                                                                                    • Sunny Delight Beverages Company
                                                                                                                                                                                                                                                                                    • T-Mobile (UK) Ltd
                                                                                                                                                                                                                                                                                    • Tate & Lyle
                                                                                                                                                                                                                                                                                    • Tesco Plc
                                                                                                                                                                                                                                                                                    • The Fairtrade Foundation
                                                                                                                                                                                                                                                                                    • The Grocery Trader
                                                                                                                                                                                                                                                                                    • The National Association of Paper Merchants
                                                                                                                                                                                                                                                                                    • The Vegan Society
                                                                                                                                                                                                                                                                                    • The Vegetarian Society of the UK
                                                                                                                                                                                                                                                                                    • Ulster Farmers Union
                                                                                                                                                                                                                                                                                    • Unilever Bestfoods UK Ltd
                                                                                                                                                                                                                                                                                    • United Biscuits
                                                                                                                                                                                                                                                                                    • Vimto Soft Drinks
                                                                                                                                                                                                                                                                                    • Virgin Media Ltd
                                                                                                                                                                                                                                                                                    • Virgin Mobile
                                                                                                                                                                                                                                                                                    • Vodafone Group Plc (UK)
                                                                                                                                                                                                                                                                                    • Waitrose
                                                                                                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                    • Warburtons
                                                                                                                                                                                                                                                                                    • Waste & Resources Action Programme (WRAP)
                                                                                                                                                                                                                                                                                    • Wm Morrison Supermarkets
                                                                                                                                                                                                                                                                                    • World Trade Organization
                                                                                                                                                                                                                                                                                    • World Wildlife Fund
                                                                                                                                                                                                                                                                                    • Young's Bluecrest Seafood Ltd

                                                                                                                                                                                                                                                                                    Consumer Food Labelling - UK - January 2010

                                                                                                                                                                                                                                                                                    US $2,583.33 (Excl.Tax)