Our scientists carry out investigations to discover how consumers want their food to be labelled, and one of the things they have found out is that consumers prefer words that are natural for them.

Communication around food

For consumers, it must be easy to see on the packaging where food has come from and whether it is healthy. Communication is particularly important during food scares. We can give useful insights into the factors that food producers must consider.

Contact person
Portrettbilde av Valérie Lengard Almli
Valérie Lengard Almli

Senior Scientist
Phone: +47 911 66 405
valerie.lengard@nofima.no

NOFIMA OFFERS
  • survey of consumer acceptance and trust
  • advice for food producers and authorities concerning how consumers experience various forms of food labelling
  • help with communication during food scares.

Nofima has solid expertise in surveying consumer acceptance and trust concerning such matters as health claims and place of origin. In addition to useful insights for food producers, we can also help authorities to understand how to analyse situations in order to ensure that consumers understand the information given: unfortunate situations can arise from any misunderstanding.

Worth knowing about food labelling

Food labelling is an extensive field. A number of requirements from central authorities must be satisfied, such as requirements on weight information, use-by date, ingredients, contact information, and how to prepare the food. It is interesting to note that Norwegian consumers have extremely high levels of trust for authorities when it comes to both food labelling and dealing with food scandals.

Our scientists carry out investigations to discover how consumers want their food to be labelled, and one of the things they have found out is that consumers prefer words that are natural for them. One consequence of this is that consumers who receive information about the effects on health of a food product actually experience the food product as less natural – and in this way less healthy – than products without such health claims. An exception is products to which Omega-3 has been added. Products with Omega-3 are believed to be healthy, almost regardless of what the product is.

Communication during food scares

When food scares, such as a major outbreak of a food-borne disease, arise, communication with consumers is one of the most important factors for dealing with the situation effectively.

Our scientists are working to draw up guidelines for the best possible risk communication during food scares.

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