Abstract:
Liberalization of trade, globalization and development in food science and
technology has resulted in an increase in trade and consumption of pre-packaged
foods. Reading food labelling information is important to assist in making informed
choices of food.
This study determined level of awareness on pre-packaged food labelling
information among consumers in Ilala Municipality, their perception on the
importance of such information and difficulties encountered in reading and using
pre- packaged food labels.
A descriptive cross- sectional study was conducted in Ilala Municipality from July to
August, 2012. A questionnaire with both close and open ended questions was used
to collect information from 208 consumers who were found purchasing prepackaged
foods in selected supermarkets (Uchumi, Shoprite, Imalaseko, Mek One
and TSN). The obtained data were computed to determine relationships and
associations between various factors and the use of food labelling information among
consumers in the area of study.
Awareness and use of pre-packaged food labelling information was found to be low
among consumers in Ilala municipality. Findings showed that only a quarter of the
study respondents had high awareness on food labelling. Health concerns, religious
beliefs and the need to know characteristics of food, motivate consumers to read prepackaged
food labels. Difficulties encountered in reading food labels included small
font sizes, use of scientific and technical language as well as the use of unfamiliar
language. Circumstances in which consumers purchase pre-packaged food without
consulting the respective labels include time constraint and purchase of routine food
products. Awareness and use of pre-packaged food labelling information was
significantly associated with age, occupation and education level of respondents.
People who read food labels concentrated on ingredients and expiry.
It is therefore recommended that deliberate efforts should be taken to improve food
labelling, provide education to consumers to raise their awareness and use of food
labelling information as well as develop a consumer guide on food labelling.
