Consumer Food Attitudes and Demographic Characteristics in Relation to Nutrition Label Use and Understanding

Abstract

Objective: This study aimed to assess consumer food attitudes and demographic characteristics in relation to nutrition label use and understanding, focusing on nutrition label numeracy.

Methods: Data from the "Consumer Affairs Agency Public Finance Project: Consumers' Reading of Nutrition Labels" conducted in 2014 were used. A total of 4,623 people who completely answered all questions were included in the study. Participants were categorized into the following three groups: "reference and understanding," "reference and non-understanding," and "non-reference." The demographics of the three groups were compared using the chi-square test, and the motivation for food choice was compared by multinomial logistic regression analysis adjusted for demographics.

Results: There were 1,889 people (40.9%) in the "reference and understanding" group, 1,105 people (23.9%) in the "reference and non-understanding" group, and 1,629 people (35.2%) in the "non-reference" group. People in the "reference and non-understanding" group were more likely to be women, aged over 60 years, and have less education. With regard to motivation for food choice, those in the "reference and non-understanding" group were more likely to prefer foods low in calories compared with the "reference and understanding" group (odds ratio [95% confidence interval] = 1.33 [1.14~1.56]). However, they were less likely to consider deliciousness than the "reference and understanding" group (0.47 [0.32~0.68]).

Conclusions: Even in Japan, where many people have excellent numeracy skills, it is difficult for people to understand nutrition labels. In addition to investigating the level of understanding of nutrition labels, education is needed to improve label reading skills and raise awareness of the overall value of food, including deliciousness.