Food labelled Information: An Empirical Analysis of Consumer Preferences

Abstract

This paper aims at analysing which kinds of currently labelled information are of interest and actually used by consumers, and which additional kinds could improve consumer choices. We investigate the attitude of consumers with respect to innovative strategies for the diffusion of product information, as smart-labels for mobile-phones. The empirical analysis was organised in focus groups followed by a survey on 240 consumers. Results show that the most important nutritional claims are vitamins, energy and fat content. Consumers show a high interest in the origin of the products, GMOs, environmental impact, animal welfare and type of breeding.