Labelling 2. The amount of carbohydrates, protein and

Labelling
requires all “Pre-packaged” or “Pre-packed food” to comply with the labelling
requirements and regulations as per Indian Food Safety and Standards (Packaging
&  labelling) Regulations, 2010.

Nutritional / nutritional facts as per 100 grams or 100 ml or per serving of
the food product must be given on the label along with the following
information mentioned below:

1.    
Energy
Value in Kilo Calorie;

2.    
The
amount of carbohydrates, protein and fats in gram or ml;

3.    
The
amount of other nutrient which may affect or of which health claim has been
made on the label:

The
‘health claim’ / ‘nutrition claim’ / ‘risk reduction’ claim made in the label
of the product will be scrutinised by the FSSAI authorities. Such claims verified
by the FSSAI by lab reports of the products.

The
label also carries information like Manufacturer Name, Brand Name, Veg/Non Veg
Symbol, Food Additives, Colours, Flavours, Net Quantity, Lot Number, Batch
Number and Identification Number, Country of Origin, Instruction for Use etc.

Labels
are also meant for marketing of the product. Various exciting offers,
discounts, cashback promotions, free products information are given on the
label. Nutritional labels are the concept of healthy eating as the information
is given. It also helps to keep track the amount of carbohydrates, fat, sugar,
protein, cholesterol and other nutrients. It allows consumers to make an decision
about the product and the nutrition content and value it have.

Since,
the nutritional label is a help in healthy diet and healthier life. Customers
can use nutritional label to make choice about the food product as per the Dietary
Guidelines by health experts.

As per
the FDA (1999), nutritional information on the label of food product give
consumers to, eat variety of nutrients foods, maintain a very healthy food
habit, to choose a less saturated fat and cholesterol free diet, choose a diet
with green vegetables, fruits, etc. Consumers can also check the health claims
made by the manufacturer, shown on the label of the product, with certain
nutritional contents and values related to health risk factors and wellness of
body.

Nutritional
labelling can affect the consumer buying behaviour significantly. Evidences shows
that nutritional information allows the customers from ‘unhealthy’ food choices
to ‘healthy’ food choices. Consumers’ decision about their dietary habits
depends partly on quality and quantity of information given on the food label.

If the
food products are not labelled or given properly (design, structure,
presentation of information, etc.) consumers may not able to differentiate
between the product and the positive effects of it. Customers perceive the
health value and nutrition benefit as per the advertising and marketing of the
product. Also, the another side of this is, customer eventually overestimates
or underestimates the content and benefit of particular nutrient and then form
perception about it. This may have a positive effect, if the consumer is satisfied.

However, if the things go opposite, and consumer is not satisfied it may lead
to ‘product failure’ or ‘brand failure’.

In
India, under section 23 of The Food Safety and Standards Act, 2006: “No person
shall manufacture, distribute, sell or expose for sale or despatch or deliver
to any agent or broker for the purpose of sale, any packaged food products
which are not marked and labelled in the manner as may be specified by
regulations”. Labelling is regulatory requirement for a product to sell, and is
mandated by law.

Customers
have a better choice for the money they spend because of the number of
competitor for the same category of product. Therefore, it is always logical to
study the behaviour of customer perception and her buying behaviour due the
nutrition label on the product. Given this background, the research is carried
out with the objective of identifying the relationship between nutrition label
and consumer buying behaviour.

In
India, NIP (Nutrition Information Panel) is mandatory requirements in food and
beverages packaging. NIP are also act as tool for providing information about
the product, nutrition level, discounts, marketing, etc. In research, it has
been found that customers with pre condition of disease tend to buy the food
products by checking the nutrition labels.

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