Some 65% of consumers in Belgium would consider environmental impact scores a ‘useful addition’ to food labelling, a new study by NSF has found.
The food safety and quality firm’s survey of 1,000 Belgian consumers also found that just two fifths (38%) believe that current labelling procedures on food ‘adequately address sustainability concerns’, which indicates a notable shortfall in consumer expectations.
‘A significant gap’
“This research underscores a significant gap between consumer expectations and current labelling practices,” commented Katie Glover, manager of regulatory affairs and trading law, EMEA at NSF. “It’s clear that the food industry must take decisive action to enhance transparency and comprehensiveness in food labelling to meet the evolving needs of Belgian consumers.”
Overall, half of respondents said that they believe food labelling provides sufficient information to make informed food choices, with 73% of Belgian adults saying they read food labels before making a purchase decision. This rises to 83% among 18-34 year olds.
Other findings from the study indicate that three quarters (75%) of Belgians consider allergen labelling to be the ‘most valuable addition to food labels’, followed by information about food processing (72%), and that 47% of Belgian consumers would be willing to pay more for products with ‘comprehensive and transparent’ labelling.
‘Call to action’
“The fact that half of Belgian consumers feel inadequately informed by current food labels is a clear call to action for the industry,” Glover added.
“By prioritising clarity, standardisation, and transparency in food labelling, we can empower consumers to make more informed decisions about their food choices. This not only contributes to better public health outcomes but also fosters a more sustainable food system and builds greater trust between food manufacturers and the Belgian public.”
NSF noted that while gaps remain, they also offer significant opportunities for innovation, relevance, and growth as the Belgian food market evolves. Read more here.
