CONSUMER KNOWLEDGE AND UNDERSTANDING OF FOOD LABELLING INFORMATION IN KLIPGAT REGION, OF SOUTH AFRICA

Food labels are the first source of information customers come across when sourcing a food product. Labels provide information about the ingredients, nutritional content, allergens, as well as the origin and advice on the food’s processing and preservation conditions. This information allows the consumer to make informed food choices. Although food labels are provided to help consumers choose healthy foods, it is not established whether they know and understand the information to use to their advantage. The need to comprehend consumer knowledge, understand food labelling information, and whether it could influence consumer choices are vital to researchers, policymakers, and the food industry. The study investigated the knowledge and understanding of food labelling information among Klipgat consumers. In a cross-sectional community-based study with a structured questionnaire, 400 participants were conveniently interviewed on consumer knowledge, understanding of information, and utilization of labelling information. A chi-square for the association of variables compared differences in the districts, and p-value <0.05 was regarded as significantly different. Overall, 79.9% of the study group from all three regions knew that processed food must have a label. Most respondents in the three regions were males (64%). There was a general lack of knowledge about food labelling information (x2=10.726; p=0.03), especially with terms such as trans-fatty acids (23.1%), monounsaturated fat (5.3%), Recommended Dietary Allowances (RDA) (15.3%) and Genetically Modified Organism (GMO), (14.7%). Socio-demographic characteristics including gender (p=0.030), age (p=0.030), language (p=0.030) and educational level (p=0.030) were significantly associated with consumers’ knowledge and understanding of the labels. The results from this study are useful for the development of communication and awareness strategies of food labelling information, with special emphasis on the use of simpler terminologies. This paper advocates for the development of a “food labelling forum,” consisting of relevant stakeholders with a mandate to; establish, implement, and maintain food labeling strategies, community engagement and general food labeling awareness programs especially in typical communities of South Africa.