Allergen Labelling

In the UK between 2% and 5% (depending on your source) of the adult population suffer from food allergies and this figure increases to between 5% and 8% for children. However, these statistics merely represent 'officially' diagnosed cases. In fact, at Leatherhead Food International (LFI) we discovered that a third of the UK population assume an allergic reaction to a particular food. Eight foods account for approximately 90% of reactions to foods - eggs, milk, wheat, fish, crustacean, soya, tree nuts and peanuts.

In addition to the third claiming symptoms that categorised them as food allergy sufferers, a further 22% had 'upgraded' themselves from what we categorised as a food intolerance, and in their eyes had a food allergy.

New legislation means that by the end of 2005, there should be no products on the market in Europe without compliant food allergen labelling (derogation for exemptions apply).

Aims:

• To assess consumer understanding, response and attitudes towards changes in allergen labelling
• To assess why some consumers avoid food other than for reasons of allergenicity

Objectives:

• To assess consumers' understanding of current allergen labelling
• To examine consumer attitudes to proposed changes in allergen labelling on prepared foods
• To identify consumers own concerns on allergen labelling
• To identify the proportion of the population avoiding foods and why?
• To identify what other foods are avoided and why?
• To explore consumers' comments as to the advantages and disadvantages of the allergy advice box used voluntarily by a number of food manufacturers
• To identify how the industry can improve the allergy advice box in terms of symbol, font etc.
• To identify how the Food Service industry can best respond to consumers' requirement for allergen labelling
• To identify how manufacturers can maximise the potential in the "free-from" market.

Primary Research

The major input into this project was a programme of original primary research. In order to fully assess consumer attitudes and response to changes in allergen labelling, the following research methods were employed:

• 5000 Online interviews with a representative sample of the population in England to provide an indication of the number of persons avoiding food stuffs and reasons
• 150 Face to face interviews with a representative sample of the population in England
• 4 Focus groups with adults
• In the face to face interviews and focus groups, respondents were selected as being responsible for food purchase for a food allergy sufferer (themselves or another household member), and quotas were set on age, working status and socio economic group.

Desk Research

A review of the understanding of allergens and labelling in England was undertaken, highlighting problem areas and reaction from government and industry.