Differences between younger and older populations in nutrition label reading habits

Abstract

PurposeThe purpose of this paper is to identify the socio‐demographic and health variables of a representative sample of Croatian subjects over 15 years of age associated with reading nutrition labels and, in particular, to examine the association of age characteristics of “label users” with nutrition reading habits.Design/methodology/approachA total of 1,011 randomly selected subjects over 15 years of age were interviewed by telephone. Moreover, 638 “label users” were recruited for assessing nutrition label habits.FindingsOf the subjects, 36 per cent claimed that they had never, 25 per cent rarely, 19 per cent always and 15 per cent sometimes read nutrition labels. Females, participants with the highest levels of education, still undergoing education, physically active and on special diets claimed that they were more likely to read nutrition labels. Among “label users”, younger participants mentioned “curiosity” as the most important reason for reading nutrition labels, while older participants more often pointed out “wish for healthy eating habits”. “Interpretational aids” were often mentioned among younger participants for easier understanding of nutritional information, while older participants requested “bigger letter size”.Research limitations/implicationsThe present study provides a starting point for establishing nutrition education targeted at specific groups of consumers. Research is limited to the subject's self‐reported nutrition label reading. Future research is needed to explore the differences between “label users” and “’non‐users”.Originality/valueAs the study showed, a notable difference exists between younger and older subjects regarding nutrition habits that could help experts toward effective communication. Nevertheless, the study could fill the research gaps in nutrition reading habits of specific groups of consumers in European countries, other than northern Europe.

Consumer Awareness and Usage of Nutrition Information in Botswana

“…In an earlier study Meiden and Edris (1990) as cited by Siu and Tsoi (1998p.25) revealed that the use of nutrition information by UK consumers is notably low. Similarly, Ranilovic and Baric (2011), reported in their study of Croatian consumers that 36 percent of the subjects had never read nutrition labels during the last 12 months whilst 24.8 percent claimed they rarely read nutrition labels. In Malawi Kasapila and Shawa (2011) found that only 29.1 percent used the information.…”

“…According to them, income and educational level disparities between urban and rural consumers accounted for the observed usage differences. Ranilovic and Baric (2011) found that in Croatia females, the highest educated participants, those still undergoing education, the physically active, and those on a special diet were more likely to use nutrition information when purchasing food. Mannell et al (2006) found that French consumers who are most likely to use nutritional information are those on special diet (p=.0004), women (p=.0000), and those older than 40 years old (p=.0151).…”

“…Demographic differences regarding nutritional information use have been widely noted in literature (e.g. Wiles et al 2009;Ranilovic and Baric (2011). Mahgoub et al (2007) found that age, educational level and family income significantly influenced nutrition information use in Lesotho.…”

“…Higginson et al (2002) also found that product comparison to choose healthy products was the most common form of nutrition label use, followed by making judgments of the amount of a nutrient in a product to assist in purchase decision making. Ranilovic and Baric (2011) found that in Croatia, "curiosity", "wish for healthy eating" and "having had nutrition counseling" were the most important reasons for reading nutrition labels on food products. Other important reasons mentioned include product comparisons, family habits and special diets.…”

“…Our findings also do not lend support to similar studies conducted in Europe. For example, Ranilovic and Baric (2011) found that among Croatian consumers the reading of nutrition labels does not play an important role during food purchase. In that study, a majority of the respondents (60.4 percent) claimed that they "never" or "rarely" read nutrition labels when purchasing food.…”