Analysis of British consumers′ actual usage of nutrition labels raises critical questions regarding public policy decisions to provide consumers with nutrition information. Multiple Discriminant Analysis reveals that consumers vary significantly in their use of nutrition labels in food choice. On the basis of psychographic and sociodemographic characteristics, three district consumer segments (i.e. heavy users, light users and non‐users) were identified. The results indicate that 55 per cent of British consumers are likely to be non‐users of nutrition labels. Non‐users are less educated, have lower family incomes and can be either younger or older than users. They are oriented to price and bargain rather than quality and nutrition. The implications of these findings for public policy are discussed.
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