Date published: 01.09.08 - not release date

Britains wise up to food labels - New Survey

NEW SURVEY REVEALS WE DO CARE ABOUT WHAT’S IN OUR FOOD

A new survey released today shows that 83% of British shoppers now read the labels on food packets to check ingredients.

The statistics, commissioned by Kerrygold the 100% pure Irish butter, prove that recent awareness campaigns educating the general population on food issues have paid off. Today, the vast majority of British consumers are seeking information about what’s in their food.

The survey also found that:

•Young people aged 16-24 set an example for the older generation and were the largest group of label checkers, with 93% saying that they read the ingredients list on food.

•Middle aged people (aged 35-44) were the least likely to check – even though 58% of them have children aged under 17 at home. More than one in five (21%) of this age group, admitted they never read the labels.

Labels on many food products, such as ‘spreadable butters’, are particularly confusing. Kerrygold, makers of Softer Butter, one of the few branded spreadable butters not to contain oil, commissioned the survey to find out how many people in Britain check ingredients.

Alison Palmer from Kerrygold said: “The results show that as a nation we are becoming more aware of what’s in our food and are now actively seeking out information. It is great to see such a large proportion of consumers regularly checking the labels of the food they consume, which proves we are keen to find out about any hidden additives and ingredients. Younger people are particularly vigilant when it comes to reading labels – but the older generation are lagging behind slightly.”

Palmer continues: “British consumers should look to avoid products with hidden ingredients and instead choose pure and natural foods. For example, many people don’t realise so called ‘spreadable butters’ actually contain up to 33% vegetable oil. An easy way to identify these is to see which products say “butter” and which just say “spreadable” on their labels, because the butter and oil blends can’t legally call themselves butter.”


Notes to editors:
Many consumers are unaware that most so called ‘spreadable butters’ can contain up to 33 per cent vegetable oil. In contrast, Kerrygold Softer Butter is 100 per cent pure butter made softer naturally. During the Softer Butter seasons - April and September - the fresh green Irish grass is at its most lush, due to a combination of high rainfall and sunshine. Milk collected during these months is richest in softer milk fat, which makes the butter naturally soft. The cream is also gently tempered before churning which further softens it.

Source:
Results taken from an omnibus survey of 911 adults, conducted between 15-17 May 2007.

For regional breakdowns of the survey or more information on Kerrygold e-mail aarti.bulsara@lawsondodd.co.uk