How, when and why do young women use nutrition information on food labels? A qualitative analysis

Background. Nutrition information on food packaging offers a public health tool which could be used to promote informed consumer choice and aid consumption of a healthy diet. Research indicates that use of nutrition information can lead to reduced energy intake and lower BMI, but little evidence is available regarding how, when or why people use nutrition information when making everyday food choices. Methods. This qualitative study explored motivations and contexts surrounding the use of nutrition information among 25 UK-based female nutrition information users aged 23-35 years, using semi-structured individual interviews. Verbatim transcripts were analysed using thematic analysis. Results. Six themes were identified: (1) understanding and (2) functions of nutrition information, (3) health versus appearance motives, nutrition information use in (4) affective and (5) symbolic food episodes, and (6) competing point-of-purchase influences. Notable observations included a difficulty in understanding and converting nutrition information into personally meaningful terms, and eschewal of nutrition information in settings where food plays an affective or symbolic role (e.g. food consumption after a stressful day, buying food for a dinner party). Conclusions. We suggest evidence-based directions for future research and offer policy and practice recommendations, including the adoption of clear and consistent nutrition information formats