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Using 'may contain' labelling to inform food choice: a qualitative study of nut allergic consumers

Using 'may contain' labelling to inform food choice: a qualitative study of nut allergic consumers
Using 'may contain' labelling to inform food choice: a qualitative study of nut allergic consumers
Background: Precautionary 'may contain' warnings are used to indicate possible allergen contamination. Neither food safety nor food labelling legislation address this issue. The aim of this study is to understand how peanut and nut allergic adults interpret 'may contain' labelling and how they use this information when purchasing food.

Methods: Qualitative methods were used to explore both behaviour and attitudes. The behaviour and 'thinking aloud' of 32 participants were recorded during their normal food shop. A semi-structured interview also explored participants' views about 13 potentially problematic packaged foods. Transcribed data from these tasks were analysed to explore the interpretation of 'may contain' labelling and how this influenced food choice decisions.

Results: Peanut and nut allergic individuals adopt a complex range of responses and strategies to interpret 'may contain' labelling. Many claimed such labelling was not credible or desirable; many ignored it whilst some found it helpful and avoided products with all such labelling. Interpretation and consequent decisions were not only based on the detail of the labelling but also on external factors such as the nature of the product, the perceived trustworthiness of the producer and on the previous experience of the nut allergic individual.

Conclusions: 'May contain' labelling was interpreted in the light of judgements about the product, producer and previous personal experience. It is vital that these interpretation strategies are taken into account by those responsible for labelling itself and for the provision of advice to nut allergic individuals. Suggestions to improve labelling and advice to the allergic individual are considered.
1471-2458
734
Barnett, Julie
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Muncer, Kate
0002b59f-cfa0-49ba-b123-598762802d25
Leftwich, Jo
7e1f3029-6b0b-4910-a221-0d6c6bc6c432
Shepherd, Richard
03272950-804a-47ce-8d66-afd07c747d1d
Raats, Monique M.
50c792ae-b24d-4e84-b9e6-5e7d475c7126
Gowland, M. Hazel
72a62d3c-fe49-4b92-9776-ff235a7c5db3
Grimshaw, Kate
766b6cf0-347a-447d-aeab-f07366f8ce28
Lucas, Jane S.
5cb3546c-87b2-4e59-af48-402076e25313
Barnett, Julie
e075f8d9-cf31-4bfc-a6be-41988b5ce764
Muncer, Kate
0002b59f-cfa0-49ba-b123-598762802d25
Leftwich, Jo
7e1f3029-6b0b-4910-a221-0d6c6bc6c432
Shepherd, Richard
03272950-804a-47ce-8d66-afd07c747d1d
Raats, Monique M.
50c792ae-b24d-4e84-b9e6-5e7d475c7126
Gowland, M. Hazel
72a62d3c-fe49-4b92-9776-ff235a7c5db3
Grimshaw, Kate
766b6cf0-347a-447d-aeab-f07366f8ce28
Lucas, Jane S.
5cb3546c-87b2-4e59-af48-402076e25313

Barnett, Julie, Muncer, Kate, Leftwich, Jo, Shepherd, Richard, Raats, Monique M., Gowland, M. Hazel, Grimshaw, Kate and Lucas, Jane S. (2011) Using 'may contain' labelling to inform food choice: a qualitative study of nut allergic consumers. BMC Public Health, 11 (1), 734. (doi:10.1186/1471-2458-11-734). (PMID:21943285)

Record type: Article

Abstract

Background: Precautionary 'may contain' warnings are used to indicate possible allergen contamination. Neither food safety nor food labelling legislation address this issue. The aim of this study is to understand how peanut and nut allergic adults interpret 'may contain' labelling and how they use this information when purchasing food.

Methods: Qualitative methods were used to explore both behaviour and attitudes. The behaviour and 'thinking aloud' of 32 participants were recorded during their normal food shop. A semi-structured interview also explored participants' views about 13 potentially problematic packaged foods. Transcribed data from these tasks were analysed to explore the interpretation of 'may contain' labelling and how this influenced food choice decisions.

Results: Peanut and nut allergic individuals adopt a complex range of responses and strategies to interpret 'may contain' labelling. Many claimed such labelling was not credible or desirable; many ignored it whilst some found it helpful and avoided products with all such labelling. Interpretation and consequent decisions were not only based on the detail of the labelling but also on external factors such as the nature of the product, the perceived trustworthiness of the producer and on the previous experience of the nut allergic individual.

Conclusions: 'May contain' labelling was interpreted in the light of judgements about the product, producer and previous personal experience. It is vital that these interpretation strategies are taken into account by those responsible for labelling itself and for the provision of advice to nut allergic individuals. Suggestions to improve labelling and advice to the allergic individual are considered.

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Published date: 26 September 2011
Organisations: Clinical & Experimental Sciences

Identifiers

Local EPrints ID: 198145
URI: https://eprints.soton.ac.uk/id/eprint/198145
ISSN: 1471-2458
PURE UUID: 2559bbb3-56fc-44c3-b364-918a4a27ba14

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Date deposited: 30 Sep 2011 14:34
Last modified: 28 Oct 2019 21:34

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