Awareness of food labelling and use of the information in purchasing pre packaged food products among consumers in Ilala municipality Dar es Salaam

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.