Reading
between the lines
Product labelling is meant to underline the consumer’s right to
information. But is the Indian consumer well informed? Perhaps not,
observes Prof Rajat K Baisya.
Consumers’
exposure to a whole range of processed foods is increasing everyday.
Those who want to be spared of the hassle of preparing their own meals
are willing to pay a premium for foods perceived to be of high quality
and standard. And the information available on the product’s label
makes it all the more alluring. Ironically, food regulations in India
do not appear elaborate and stringent enough to take into consideration
the views of the consumer since it hasn't been yet been made mandatory
for manufacturers to declare relevant information on their product's
label to guide the consumers in their choice of purchase. In 1973, as
a result of growing health and nutrition consciousness among Americans,
US passed a regulation related to nutrition labelling. But compliance
was entirely voluntary unless nutritional claims were made or nutrients
were added in the food products intended for sale. Though the declaration
was voluntary, manufacturers there as well as in several other developed
countries were agreeing to the requirement only because of competitive
pressure. Which was why the Nutrition Labelling and Education Act (NLEA)
passed in 1990 made it mandatory for all foods marketed in the US to
carry nutrition information in a standardised format. Also, to encourage
judicious purchase decision by the consumer, the information must indicate
how the food contributes to a healthy diet. A survey conducted by the
Food and Drug Administration (FDA) showed that 55 per cent of American
consumers made their decisions based on what appeared on the label.
A similar survey in Australia showed that nearly four out of five consumers,
referred to labels of food items while purchasing them. Several other
surveys also pointed out that almost half the shoppers worldwide prefer
scanning labels before making a purchase. The label also serves the
most useful purpose in terms of disclosing the product’s nutritional
value, guaranteed by a declaration and the actual time of consumption.
According to this new Act, the standard format called ‘Nutrition
Facts’ must indicate various factors like per serving size, total
calories, calories from fat, saturated fat, cholesterol, sodium, total
carbohydrates, dietary fibre, sugars, protein, vitamin A and C, as well
as calcium and iron. For easy understanding, the values are generally
given in grams for each nutrient and a percentage of Name of food List
of ingredients Indication of durability of food Name and address of
manufacturer Count, weigh or volume Statement of special conditions
for storage or instructions for use ...
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