Understanding the low use rate of food nutrition information in China

Based on a survey of 1,225 consumers in 10 cities of five representative provinces, this study was designed to understand the low use rate of food nutrition information in China after a mandatory label policy was instituted in 2013. We found that consumers always neglect nutrition information at point-of-purchase. But they refer to simplified front-of-pack labels more frequently than detailed back-of-pack labels. Fat information is most concerned especially by females; whereas sodium information attracts the least concern. Ignorance, a belief that the information is un-useful are the main cause of the low use rate of nutritional information. Thus, simplified and striking tag formats should be used to capture consumers’ attention and convince them of the importance of nutrition information. The findings can also be used as a guide in the design of food marketing programs directing at different consumer groups for food processors targeting the Chinese market