• Rashida Vapiwala
• DR. MEENA L. GODHIA

The research was undertaken to study the use of information on food labels that influence consumer purchase choices in pre-packaged foods, with emphasis on consumer awareness and perceptions of nutrient and health claims commonly found on food labels. A quantitative, cross-sectional consumer online survey was conducted using a purposive sampling technique in Mumbai, India amongst 302 adults, aged 25-54 years. A pre-tested, close-ended, online questionnaire was used to elicit responses on perceptions regarding factors considered while purchasing pre-packaged foods, use of information on the food label, and perceptions of common nutrient and health claims on pre-packaged food labels. Descriptive statistics and ranking tests like Relative Important Index (RII), and Garrett Ranking, were conducted using SPSS version25. Majority participants (59.7%) read the ‘nutrition facts panel’ frequently or always. ‘Taste/Flavour’ was the most important factor considered while purchasing pre-packaged foods (RII=0.892), followed by ‘nutrition & health benefits’ (RII=0.873) and ‘brand trust’ (RII=0.856). Consumers preferred pre-packaged foods that are ‘high in healthy components or nutrients’, followed by products ‘made with 100% real/pure ingredients’ and ‘minimally processed, 100% natural.’ Characteristics like ‘real fruit/vegetable’, ‘fibre’, ‘plant ingredients’, ‘whole-grains’, ‘protein’, ‘omega 3’, and ‘probiotics’ were considered healthiest. Top-5 nutrient and health claims essential for consumers are ‘100% natural’ (RII=0.884), ‘high fibre’ (RII=0.872), ‘high protein’ (RII=0.871), ‘with real fruits/vegetables’ (RII=0.860) and ‘no added sugar’ (RII=0.854). Nutrition and health benefits of food products are significant drivers for pre-packaged food choices. Consumers are seeking products closer to their natural form, minimally processed, free from additives, and made with real ingredients.

pre-packaged foods, food labels, nutrient claims, health claims, consumer perceptions

"Food Labels and Nutrient Claims - Perceptions Shaping the Pre-Packaged Food Choices of the Urban Indian Consumer", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 4, page no.971-979, April-2021, Available :http://www.jetir.org/papers/JETIR2104334.pdf

"Food Labels and Nutrient Claims - Perceptions Shaping the Pre-Packaged Food Choices of the Urban Indian Consumer", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 4, page no. pp971-979, April-2021, Available at : http://www.jetir.org/papers/JETIR2104334.pdf