• Parents’ understanding of front of pack orange juice labelling

      Ellahi, Basma; Giddins, Sian E. (University of Chester, 2010-11-01)
      Background: Previous studies have demonstrated the difficulties consumers face in understanding FoP labels of foodstuffs despite the government’s effort to introduce a system to ensure they are understood by all. A previous study (FSA, 2002) has demonstrated that knowledge regarding the terminology used on FoP orange juice labels was poor. Orange juice is the most popularly consumed juice within the UK (Galaverna, et al., 2008) and it has been shown that primary school aged children consume the highest amount of fruit juice (Bates, Lennox, & Swan, 2010). Objective: This study investigated the knowledge of parents of primary school aged children in relation to their understanding of orange juice labelling. The study also investigated the purchasing factors which affect the selection of the orange juice purchased. Both of these results will be compared in terms of Social-economic status (SES), age, the school recruited from, gender, level of education and perceived nutritional knowledge. Methodology: Questionnaires were distributed to all parents of two schools of different indices of multiple deprivations (IMD) to gain quantitative and qualitative data, a total of 130 participants were recruited, n = 95 from the school of low IMD and n = 35 from the school of high IMD. Results: Despite differences in the response rates between schools of varying IMD, knowledge and understanding of the terminology displayed on front of pack (FoP) orange juice labels was poor across all demographics. The vast majority of participants purchased a juice which they didn’t perceive to be the healthiest form; purchasing behaviour was shown to be greatly influenced by price. Conclusion: Price is a major factor in purchasing behaviour which may lead consumers to purchase a juice of lower quality as a response to tighter constraints on household budgets. Consumers still demonstrate poor knowledge in terms of the understanding of the terminology used on FoP orange juice labels despite efforts to increase consumer use and understanding of FoP labels of foodstuffs. Simplifying the terminology and wording used on FoP orange juice labels would be an effective way of enabling consumer understanding as current packaging is not understood by the major demographic groups.