A widespread consumer survey conducted on behalf of NFU Scotland has concluded that the current regulations, policy, and practice in relation to labelling of food products sold across the UK is confusing, vague and often misleading, creating a complete lack of transparency for consumers.

The results of the survey into public attitudes towards food labelling, undertaken by Edinburgh-based market research specialists Diffley Partnership, were presented by Mark Diffley to the Union’s Autumn Conference, held in the Pavilion on the Highland Showground near Edinburgh. The company conducted 1,744 interviews: a nationally representative sample of 1,140 UK residents and a nationally representative boost sample of 604 residents of Scotland.

Commenting on the results, NFU Scotland chief executive, John Davidson, said: “Consumers are entitled to know the origin of the food they are buying to help them make informed choices. 

“Our findings support a radical overhaul – led by Governments but also embraced by retailers – of the regulatory framework governing the rules around food labelling and we call on all Governments to act.” 

Key results from the survey:

• The top three main reasons (‘level of importance’ ranked between 1 and 10) on why consumers buy what they buy are quality, freshness and price. But 6 in 10 consumers (59% across the UK and 62% in Scotland) said that country of origin was important (rated 7 or higher out of 10).
• Only 41% of consumers in Scotland feel that they know either a lot or a fair amount about where their food was grown and produced.
• Only 57% of consumers in Scotland think it is usually clear which country the food they buy comes from; and only 49% think information about the country of origin on display is adequate.
• A significant 82% of consumers in Scotland believe it is useful to have the Saltire clearly displayed on a food product’s label This compares with 77% who think likewise in respect of the UK flag.
• In the survey, 69% of consumers in Scotland believe a label would be useful that clearly explains if 50% or more of the product was grown and produced in Scotland. A slightly smaller number, but still significant, of 59% believe a similar label displaying if more than 50% of the produce was grown and produced ‘outwith’ Scotland/UK would be useful. 
• It found 71% of consumers in Scotland are more likely to buy a food product if it has the Saltire – this compares to 58% across the UK with regards to their own country’s flag (England, Wales, Northern Ireland, Scotland). In addition, 56% of consumers in Scotland would be more likely to buy a food product if has a UK flag.
• An estimated 66% of consumers in Scotland believe a primary benefit to purchasing local foods is it supports the local economy, and 50% t believe a primary benefit of this is preserving farming communities.
• A significant 78% of consumers in Scotland are willing to spend more on local food. 70% are willing to spend more on food produced anywhere in the UK. 

Expanding on the results, Davidson added: “Consumers across the UK, but especially in Scotland, are extremely supportive of local food producers and are willing to spend more to support this. This needs to be understood by the market in respect of their sourcing policies.

“There is only limited knowledge within consumers as to the origin of the food that they buy. This supports the view that there is a lack of transparency for consumers to help them make informed choices. 

“There is very strong support for the ‘Saltire’ label in Scotland, which commands respect and trust in relation to its quality, safety and production credentials. 

“And there is staunch support for more and clearer information on pack where the majority of the product is grown and produced ‘outwith’ Scotland/UK – this could be in the form of a new label which clearly identifies this.”