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Country of origin labelling: omnibus research report

Project Code: XA0603

07/04/2010

The Food Standards Agency commissioned research to investigate consumer use, understanding and perceived importance of country of origin labelling on food products. In particular, the research addressed whether country of origin labelling is looked for when purchasing food products and, specifically, on which food products; if origin labelling is perceived to be important, and for which food products specifically; and what consumers understand origin labelling to mean and what they would like origin labelling to represent. Findings will inform policy development in this area.

Questions were placed on the stratified, clustered random probability omnibus surveys of adults in Great Britain run by NatCen, with a boost in Northern Ireland by the Northern Ireland Statistics and Research Agency. Interviews were conducted face-to-face using Computer Assisted Personal Interviewing (CAPI). The sample was recruited using a multi-stage sampling design and a representative sample of 1,601 adults aged 16 or more in the UK, living in private households, was interviewed. The data were then weighted using selection weights and calibration weights in order to ensure the final sample was representative, and were used to run all analyses. Statistically significant changes between key sub-groups have been reported at the 95% confidence level.

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