Exam code:8585
Food labelling & marketing influences on food choices
Food labelling
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Labels provide important information that allows consumers to make informed food choices
Mandatory information on food labels
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European Union and Food Standards Agency (FSA) legislation defines the information that must be included on food labels
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This means that it is mandatory to include certain types of information on food labels
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Information required |
Explanation |
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The name of the food |
This allows consumers to easily and accurately identify the food |
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Ingredients list |
All ingredients should be listed, in descending order by weight, to allow consumers to identify any ingredients they wish to avoid |
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Allergen information |
Major allergens must be identified in bold; they are also sometimes highlighted separately in an ‘allergy information’ box |
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Net quantity of food |
The amount of food in the packet, usually in weight (grams or kilograms) or volume (millilitres or litres) |
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Date marking |
Expiration: the last date the product is safe to consume Best before date: a suggested date for when the product quality (but not safety) will start to decline Use by date: the last date for optimal use Sell by or display until date: the date until which shopkeepers should display the food for sale |
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Any special storage conditions |
Specific storage conditions that ensure the product remains safe and of high quality, e.g. refrigerate after opening |
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The name and address of the business, manufacturer, packer or distributor |
This allows consumers to contact the company if they have questions or concerns about the product. |
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Country of origin |
Indicates where the food was produced or manufactured: only required for certain products, e.g. if the product uses the country of origin as part of its branding |
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Instructions for use (if needed) |
Any instructions necessary for safe preparation, cooking, or consumption |
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Alcoholic strength by volume (if required) |
Products or drinks with an alcohol content of more than 1.2 % must be labelled |
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Nutrition declaration |
A nutrition facts panel that typically includes information on:
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Specific warnings (if required) |
Some foods may require warnings about the contents, e.g. if the food is unsuitable for children or contains bones |
Non-mandatory information on food labels
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Extra information about the product which is not mandatory may also influence the food choices made by the consumer, e.g.
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serving suggestions
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These provide a suggested way to consume the product
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They are suggestions only, and are not necessary from a health and safety perspective
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food provenance
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The history of the food product
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The source of the raw materials
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The processes that it has undergone to reach its final state
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Interpreting nutritional information
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It is important to interpret nutritional information correctly in order to understand the composition of a food product:
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A traffic light system is used to display key information in a way which allows easier interpretation
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This usually includes the following key bits of information:
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The energy value of the food per quantity
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Stated in kilojoules (kJ) and kilocalories (kcal) per 100 g and per serving
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Amounts of fat, saturates, carbohydrate, protein and salt
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Shown as a quantity and percentage of reference intake (RI)
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The nutrient declaration can also include extra information voluntarily
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Amounts of mono-unsaturates and poly-unsaturates
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Quantities of starch and fibre
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Any of the vitamins or minerals that are permitted by law
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Most food packaging also includes a badge that shows five key components and the percentage of RI found in one serving, or per 100 g
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The traffic light system is applied as follows:
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Red is used to indicate that a food product is high in a particular component
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Amber indicates that the value for this component in this food product is neither high nor low
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Green indicates that this food product is low in this particular component
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Consumers should aim to minimise products with red coding and maximise products with green coding to ensure a healthier diet
Traffic light label diagram
Traffic light labels are used to compare the contents of a food product to the reference intake for an average adult
Marketing and media influences
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Food choices are influenced by marketing and media portrayal of products
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In-store marketing may be used to promote sales in shops
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Buy one get one free offers entice customers to try products or stock up
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Special offers provide price reductions to make products more competitive and attract customers
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Free samples allow consumers to try the product in order to secure future sales
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Money-off coupons may encourage customers to purchase a product
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Meal deals offer the consumer a combination of products to build a meal more cheaply than if the products were bought separately
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Loyalty cards provide incentives for customers to buy repeatedly from the same supermarket
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Product placement is considered carefully, e.g. ensuring that specific items are placed at eye level in stores to attract the attention of shoppers
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Shoppers are also influenced by advertising in the media, e.g.
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on the television or radio
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in newspapers or magazines
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through flyers delivered in the post
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on the internet
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These methods are expensive but effective in establishing a wide awareness across a population
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