Consumers' knowledge of food label information: an exploratory investigation in Potchefstroom, South Africa.

Objective: To determine the ability of consumers to: locate and manipulate food label information; assess the accuracy of nutrient content claims and which health/nutrient claims are allowed; and identify symbols on food labels. Associations pertaining to use and knowledge regarding food label information were also determined for consumers from different demographic and related groups.

Design: An exploratory descriptive study was undertaken, employing a face-to-face survey focusing on demographic information, shopping behaviour, nutrition is important beliefs, label use, label knowledge and label preference and information sources.

Setting: Selected public locations in Potchefstroom in the North West Province of South Africa.

Subjects: Respondents (n 229) complying with set inclusion criteria were recruited through purposive sampling.

Results: The results indicated respondents' general health and label awareness, as most of them (>80%) could locate label information and identify symbols and specific nutrient content claims although only 53% were able to calculate the number of servings. Nevertheless, an inability was found to assess the accuracy of some nutrient content claims and permissible health/nutrient claims. More educated, younger, Afrikaans- and English-speaking respondents seemed to be more knowledgeable regarding food label information.

Conclusions: Respondents who were informed about nutrition were also informed about label information, while label reading practices resulted in label-influenced purchasing decisions. Educational programmes on food labels should start with nutritional background that could be implemented by consumers during label reading and purchasing decisions.