Responsible Food Labelling 2014
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The UK’s poor performance on premature mortality and high obesity rates means that healthy living has never been so high on public and government agendas.
Senior doctors recently warned that children are eating too much salt, the British Medical Journal reported that one in three adults are on the cusp of type-2 diabetes, while the World Health Organisation announced that people should cut their sugar intake by half.
Government policies regularly stress the need for individuals to focus on their overall calorie intake and the importance of exercise. These are just some of the reasons why brand communications around food labelling have become a burning issue for today’s marketers.
Indeed, it is marketing decisions around the provision of nutritional and production information – and the corporate policies and standards which regulate these decisions – that are ultimately responsible for consumers being able to make informed and health-conscious choices about their food and drink purchases.
In March 2013, consumer group Which? Produced a poll which found that consumer trust in the food industry had dropped by a quarter (24%) since the horsemeat scandal broke.
Supermarkets’ food prices and special offers have also been found to be confusing, causing further scepticism of the food industry among the general public. Then there is the fact that consumers are becoming increasingly savvy shoppers, largely thanks to information being shared more easily and quickly online, including via social media.
In the past, “responsible food labelling” may have been assumed to be the remit of nutritionists and other food scientists. But today, the issue has never been more relevant to marketers, whose role it is (in conjunction with regulators) to improve the relationship between consumers and their brands, as well as the food industry more widely.
This is the bigger picture that provides the context, and the reason behind this unique research study that we here at CIM, in partnership with YouGov and supported by The Marketing Trust produced.Back to all
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