Consumer interpretation of ‘may contain’ labels

Monday, 10 October 2011 10:27

Earlier in the year we reported results from a novel study in the UK that tracked the behaviour and 'thinking aloud' of 32 peanut and nut-allergic adults while they selected food products during a regular shopping trip. Another paper has recently been published to report on how peanut and nut allergic adults in the study interpreted 'may contain' labelling and how they use this information when purchasing food.

Transcribed data from the shopping trip and subsequent interviews were analysed to explore the interpretation of 'may contain' labelling and how this influenced food choice decisions. Many participants did not believe precautionary labelling was based on the true nature of the product, nor did they believe it was a good thing to have on a label. While many said they ignored it, some said they found it helpful and avoided products with all such labelling. The participants reported several factors influenced how they used the information when purchasing food. These included the detail of the labelling, the nature of the product, the perceived trustworthiness of the producer and on the previous experience of the nut allergic individual.

In their report, the authors consider suggestions to improve labelling and advice to the allergic individual.

Reference: Barnett et al. 2011. BMC Public Health. Vol. 11(1) pp. 734.