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This report summarises results of four focus group discussions held in Shanghai and Kuala Lumpur in June 2006. The focus groups examined how consumer’s respond to nutrition information on and health claims on packaging, and consumers perceptions of functional foods. 

The study focused mainly on nutrients and bioactive ingredients whose contribution to health and nutrition are supported by current scientific evidence. However, in view of the long history in Asia of beliefs that some traditional foods can promote and enhance health, the study also explored attitudes to traditional health-promoting foods.

Specifically 3 types of front-of-pack nutrition information commonly available on packaged food products were explored – nutrient content statements, structure function claim and health claims.

The focus groups also explored responses to real-life food product advertising which emphasized nutrition and health attributes of the product.

The focus groups also discussed other sources of nutrition and health information, and their response and attitudes to these.

Key findings of the study were

1. Consumers value and appreciate nutrition information on packaging, and view such information as complementary and additional to other channels and sources of information. It is not treated as sole source of information on nutrition and health impact of food consumption choices.

2. Active evaluation of the credibility of information carried on packaging is heuristic, in other words, is rapid, decisive and rarely re-examined. Most important criteria were familiarity of information and endorsement by third party such as regulatory authority, health association (local or national) or similar.

3. Consumers’ information seeking at point of purchase is driven by a wide range of health and nutrition objectives.

4. Consumers screen out/ignore information which they do not consider relevant to their health and nutrition objectives, or is considered new and unfamiliar. More extensive information seeking and evaluation is conducted before shopping, using other information channels and sources.

5. Layouts, presentation modes and signposting strategies are critical to positive consumer response. Too much information, too complex information, too abstract information is simply ignored.

6. Consumers were motivated by short term benefits and had limited understanding that the impact on health arising from food choices are generally long term and cumulative.

7. Consumers do not distinguish between nutrition/health information based on scientific evaluation and traditional fold wisdoms of food and health associations. Both were perceived to have a role in maintenance of good health. These well established beliefs help to ‘prime’ consumer receptivity to modern nutrition and health information messages such as the role of nutrients in the maintenance of health, and prevention of chronic degenerative disease.

These initial, qualitative findings should be explored and tested more fully with follow up quantitative research. A second phase of research could aim to develop front-of -pack labeling and comprehensive nutrition information strategies that not only influence consumer perception but more importantly actual food choices. It is recommended that the following key questions need to be addressed to progress this aim include –

1. most effective front of pack labeling presentations,

2. effective supporting information content and delivery options,

3. consumers’ health information needs and objectives

4. consumers’ current belief systems and knowledge base

These preliminary findings hint at the need for nutrition information strategies that aim to provide more than simple nutrient content information. Balanced communication on various aspects of nutrition - from the long term cumulative effects of a healthful diet, to the link between food and health priorities could greatly enhance the impact of nutrient content carried on food packaging and labels. Given the inherent trust placed in regulatory authorities and health associations observed in the study, it is clear, that there is real opportunity for these bodies to lead and guide consumer understanding on health and nutrition. Communication initiatives probably also ought to be sensitive to existing knowledge and belief systems, and to current behaviours and consumer’s health objectives. This recommendation is intended to ensure existing trust and goodwill is sustained and leveraged to maximize consumer understanding and motivation.