Food Labelling & Marketing Influences (AQA GCSE Food Preparation & Nutrition)
Revision Note
Written by: Ruth Brindle
Reviewed by: Lára Marie McIvor
Food labelling & marketing influences on food choices
Food labelling
Labels provide important information that allows consumers to make informed food choices
Mandatory information on food labels
European Union and Food Standards Agency (FSA) legislation defines the information that must be included on food labels
This means that it is mandatory to include certain types of information on food labels
Information required | Explanation |
|---|---|
The name of the food | This allows consumers to easily and accurately identify the food |
Ingredients list | All ingredients should be listed, in descending order by weight, to allow consumers to identify any ingredients they wish to avoid |
Allergen information | Major allergens must be identified in bold; they are also sometimes highlighted separately in an 'allergy information' box |
Net quantity of food | The amount of food in the packet, usually in weight (grams or kilograms) or volume (millilitres or litres) |
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 |
Any special storage conditions | Specific storage conditions that ensure the product remains safe and of high quality, e.g. refrigerate after opening |
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. |
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 |
Instructions for use (if needed) | Any instructions necessary for safe preparation, cooking, or consumption |
Alcoholic strength by volume (if required) | Products or drinks with an alcohol content of more than 1.2 % must be labelled |
Nutrition declaration | A nutrition facts panel that typically includes information on:
|
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
Extra information about the product which is not mandatory may also influence the food choices made by the consumer, e.g.
serving suggestions
These provide a suggested way to consume the product
They are suggestions only, and are not necessary from a health and safety perspective
food provenance
The history of the food product
The source of the raw materials
The processes that it has undergone to reach its final state
Interpreting nutritional information
It is important to interpret nutritional information correctly in order to understand the composition of a food product:
A traffic light system is used to display key information in a way which allows easier interpretation
This usually includes the following key bits of information:
The energy value of the food per quantity
Stated in kilojoules (kJ) and kilocalories (kcal) per 100 g and per serving
Amounts of fat, saturates, carbohydrate, protein and salt
Shown as a quantity and percentage of reference intake (RI)
The nutrient declaration can also include extra information voluntarily
Amounts of mono-unsaturates and poly-unsaturates
Quantities of starch and fibre
Any of the vitamins or minerals that are permitted by law
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
The traffic light system is applied as follows:
Red is used to indicate that a food product is high in a particular component
Amber indicates that the value for this component in this food product is neither high nor low
Green indicates that this food product is low in this particular component
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
Food choices are influenced by marketing and media portrayal of products
In-store marketing may be used to promote sales in shops
Buy one get one free offers entice customers to try products or stock up
Special offers provide price reductions to make products more competitive and attract customers
Free samples allow consumers to try the product in order to secure future sales
Money-off coupons may encourage customers to purchase a product
Meal deals offer the consumer a combination of products to build a meal more cheaply than if the products were bought separately
Loyalty cards provide incentives for customers to buy repeatedly from the same supermarket
Product placement is considered carefully, e.g. ensuring that specific items are placed at eye level in stores to attract the attention of shoppers
Shoppers are also influenced by advertising in the media, e.g.
on the television or radio
in newspapers or magazines
through flyers delivered in the post
on the internet
These methods are expensive but effective in establishing a wide awareness across a population
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