Vol. 10, Special Issue 1, Part A (2025)

Author(s): K Chitrambigai, G Kathiravan and M Abdul Reiyas

Abstract: In today's diverse food landscape, understanding food product labelling information is crucial for consumers. Food labels provide essential details about ingredients, nutritional value, and potential allergens, enabling informed dietary choices. However, limited research exists on consumers' comprehension of labelling information and the socio-demographic factors influencing their attention to it. This study aims to examine consumers' awareness of labelling information and explore socio-demographic characteristics associated with label-reading behaviour. A cross-sectional study was conducted in six supermarkets in Chennai, India, with a sample of 120 frequent patrons. Data on socio-demographic characteristics and awareness of labelling attributes were collected using an interview schedule. Chi-square tests were used to analyse the relationship between socio-demographic factors and label-reading behaviour. The findings indicated that a majority of respondents demonstrate interest in reading food labels, highlighting the significance of labelling information in making healthier choices and purchase decisions. Also, results revealed that across different age groups, price details, expiry dates, and brand recognition were consistently valued attributes. Younger consumers showed a higher emphasis on brands, logos, and licenses, while older consumers paid more attention to ingredient details. Gender differences were observed, with males placing more importance on expiry dates and brands, while females prioritized storage conditions, nutritional values, and ingredient details. Education also played a role, with higher-educated individuals attaching more importance to expiry dates and brands. These findings emphasize the importance of tailoring labelling strategies to meet the specific needs and preferences of different age groups and genders, ultimately contributing to consumer satisfaction and informed decision-making.