Consumers focus on expiry dates but overlook nutrition affecting diet

A recent study by the National Institute of Nutrition (NIN) reveals that most consumers prioritise checking the expiry dates on food products but pay little attention to their nutritional content.

This behaviour indicates a major gap in consumer awareness regarding the nutritional value of the foods they consume. The NIN study surveyed 2,500 adults and adolescents to understand purchasing habits.

Findings showed that while 74.2 per cent of respondents checked expiry dates, fewer examined nutritional labels. “The first thing that consumers look at is the date of manufacture and expiry. They also check if the food is vegetarian or non-vegetarian.

Only a small percentage actually look at nutrients,” said Subba Rao M Gavaravarapu, principal investigator, ICMR-NIN.

Over 60 per cent of participants checked brand names, while 57.7 per cent reviewed manufacturing dates. Only a small fraction considered nutrition, mainly focusing on calories, fat, sugar, salt and protein. This suggests consumers prioritise freshness over nutritional benefits.

Ignoring nutritional information can lead to unbalanced diets, increasing risks of obesity, diabetes and heart disease.

The study emphasises the need for better consumer education to help people make informed dietary choices.

“In the context of growing overweight, obesity and non-communicable diseases, if front-of-pack nutrition labelling has to serve as a preventive tool, then warning indicator labels could be helpful,” the report noted.

In Kenya, similar patterns emerge, with additional factors influencing choices. A report by market researcher Nielsen IQ, published in The Standard, ‘High cost of living dampens brand loyalty – survey’ on January 1st, found that high living costs make consumers more price-sensitive, leading many to switch brands for cheaper alternatives.

Price sensitivity often means consumers prioritise affordability and expiry dates over nutritional value, potentially affecting public health. While managing expenses is crucial, consumers should also consider nutrition. Meal planning can help balance cost and health by reducing waste and encouraging healthier choices within a budget.

Understanding nutritional labels is key. Checking calorie content, sugar levels, and essential nutrients helps consumers make informed decisions. Whole foods offer more nutrients at lower costs than processed alternatives.

Food manufacturers and retailers have a role in promoting nutritional awareness. Simplifying nutritional labels can help consumers make healthier choices. Offering discounts on nutritious foods can make them more accessible, while partnerships with health organisations can help educate the public.

While checking expiry dates is vital for food safety, paying attention to nutritional content is equally important. In Kenya, where price sensitivity influences shopping habits, balancing cost and nutrition can lead to healthier diets. Greater consumer education and proactive efforts from food manufacturers can close the awareness gap, promoting better public health outcomes.