Perception, use and understanding of European Union nutritional labels among Consumers in the “Centar” municipality, Skopje, FYROM

Abstract

Healthy nutrition is one of the pillars for the promotion of health and the prevention of chronic-degenerative diseases, and therefore, it is of fundamental importance to read and interpret the nutritional labels properly of the foods consumed. The objective of the present study was to assess the reading habits and the ability to interpret the nutritional labels of the population in municipality "Centar", Skopje, FYROM. Moreover, the study aims to assess if the nutritional labels are influencing purchasing patterns, and if the information presented can help the consumer to make a balance diet. The aims were achieved through a pre-tested complementary research method that focused on different aspects of the nutritional label utilization and product selection. The first research method was qualitative, employing a structured focus group analysis involving 12 participants in total. The second research method, on the other hand, was quantitative by employing a questionnaire that was distributed in "Tinex" supermarket chains, Skopje, FYROM involving 85 participants in total. Thematic analysis was used for the focus group discussions for the purpose of developing an understanding of consumer perception and knowledge of nutritional labels. Descriptive statistics were employed for determining the occurrence of label use and the reasons behind it among the consumers. In addition Cross tabulation statistics were used for evaluating the relationships between nutritional label use and the socio-demographics variables (age; gender; educational level) of the consumers. The results of the study indicated that the participants demonstrated a general interest in nutritional labeling. The profile of consumers that are most likely to use nutritional labels would be young females that have interest in the information and some basic nutritional knowledge. Additionally, they would have a sense of trust established in the governmental regulations and policies. Conclusions from the study show that food labeling in general is still a matter of confusion. The presence of the nutritional fact sheet on the product package is not supporting food choices that may improve diets and therefore health. However, the increased awareness and acknowledgement of the existence of nutritional labels may be perceived as partial success of the labeling system, as even smallest impact can potentially be a positive impact.