Nutritional values increasingly influencing shopping decisions

A survey has been conducted in six EU member states including Hungary about health conscious shopping decisions. A number of positive changes in Hungarian consumer habits have been detected. The Nutrition, Lifestyle, Physical Activity (TÉT) Platform was formed in 2006 in order to co-ordinate efforts by NGO-s, government organisations, the business sector and science to reduce the number of lifestyle-related diseases. Voluntary RDA labelling was introduced in 2007. The survey conducted by EUFIC in the autumn of 2008 in six EU markets was intended to measure consumer awareness of nutritional information, labelling and the influence these have on consumer behaviour. Consumer behaviour regarding six product categories was observed in different retail units, at different times of the day and the week in order to make the survey as representative as possible. In December, a press conference was held about the findings. It was found that consumers take longer (30 seconds) to comprehend RDA information and select a product, than previously assumed. Consumers in the UK make the fastest decisions (25 sec), while Hungarians are the slowest (47 sec). 60 percent of Hungarian check RDA labels. 33 percent check calorie values, 14 percent check carbohydrate content, 13 percent check additives and another 13 percent checks sugar content. Only 5 percent are interested in fat content. A number of false beliefs related to nutrition exist among consumers. There is a general tendency to underestimate calorie requirement. The majority of consumers have been found to be capable of interpreting RDA labels accurately. RDA labels help in making shopping decisions more conscious. At present, 10 companies use RDA labelling in Hungary: Chio, Coca-Cola, Danone Kft., Kraft, Mars, McDonald’s, Nestlé, FÁÜ-Pepsi, Tesco, Unilever). The objective of TÉT Platform is that RDA labels should appear on one-third of products sold in Hungary by the end of 2009.