According to a research study conducted by Nielsen Company in 51 countries, about 71 per cent Indians say they take notice of packaged goods` labels containing nutritional information.
But, before two years, only 59 per cent Indians were found to understand mostly the nutritional panels and labels that they read on the food packaging.
Secondly, the study revealed that it is the fat content that drives more than half of Indian consumers to check the labels on food packaging. About 60 per cent of Indian participants check food labels for fat, followed by calories (58 per cent) and preservatives (52 per cent).
In the last two years, people checking nutritional information has increased from 49 per cent to 59 per cent. With this figure, India has also topped Asia-Pacific in its understanding of nutritional labels.
Chandana Banerji, director, client solutions, Nielsen Company said, "Indians were never so busy before; long work hours, long commute, working mothers, nuclear family and so on has left very little time in their hands for household chores like cooking. Quite naturally, packaged products are making an entry in a big way in the Indian kitchen... This surely indicates an opportunity for savvy food manufacturers to use nutritional labelling as a powerful marketing tool."
The study showed that about 37 per cent Indians said that they always check the nutritional information when buying packaged goods and 35 per cent agreed to checking labels when they are thinking of buying a product for the first time, while 28 per cent check the labels when buying certain food types.
10 per cent Indian respondents said that they check labels when they are on a diet and also when they have the time. Indian respondents are found to check the labels of are protein content (48 per cent), carbohydrates and additives (46 per cent), colouring (45 per cent) and sugar (44 per cent) after fat and calories.
Sugar, however, appears quite low on the list of concerns for Indians. Artificial additives have taken primacy.
Chandana Banerji added, "In recent times, health, diet and lifestyle issues have become a prominent feature among Indian consumers. People are obsessed with healthy living and it is also reflected in the pace at which the `health and wellness` industry has been growing of late. It is, therefore, an opportunity for marketers to add an element of `healthiness` to their products and cash in on the obsession."
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Posted On : 13 Aug 08
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