• Food label information;
  • informed choice;
  • pilot study;
  • schoolchilden


This article discusses some weaknesses in current research into young consumers’ abilities to comprehend and successfully manipulate food label information and describes the development of a research project through to an analysis of the pilot phase. The research programme identifies a method  of  measuring  the  effectiveness  of  state  education in enabling the next generation of consumers to make informed food choices through the provision of appropriate tools and skills, both of which are necessary to fully understand a label's informational elements within a marketing context. The article also discusses the appropriateness of a quantitative questionnaire to measure the abilities and skills of individuals through the identification of some key comprehension dimensions required by modern food consumers. Finally, the article questions the appropriateness of the context in which information is provided to food consumers. Through a continuing programme of research, it is envisaged that a more appropriate context for certain elements important in the choice of a diet that is relevant to an individual's lifestyle may be proposed.