India, is known for its
culinary delights. A country known for its sugary snacks is soon making its way
to a healthy lifestyle. With a young and tech savvy population, consumers are
emerging as a health conscious population. Labeling is defining in the Federal
Food, Drug and Cosmic Act (FFDCA) in the US as a written, printed or graphic
matter upon any article or any of its containers or wrappers. Labeling is a
subset of packaging. Vendor/ Retailer needs to label their products.The label
may be a simple tag attached to the manufactured goods or an richly designed
graphic which is a part of the package.
consumers to eat healthy is no trivial task. As health is valued by everybody
and thus, is one of the essential drivers of human behaviour, attempts to
change eating habbits by informing consumers about the link between diet and
health have been difficult. One of the important tools in trying to bring about
more healthy eating patterns has been nutrition labelling.
Nutritional labeling is
found to affect the purchase behavior significantly. Some evidence reveals the
provision of nutrition information may allow consumers to switch consumption
away from unhealthy food products in those food categories in the direction of
healthy products in food sector easily.
Improvements in nutrients intake of the population depend on the interaction of
demand and supply forces in the food markets. On the demand side consumers’
interest in the purchase of diets and products with improved nutritional
profiles has a direct effect on nutrient intake.
Nutritional labels can
simplify the whole concept of healthy eating. It helps to keep track of the amount of fat
and sugar, sodium and fiber, protein and carbohydrates. It also allows
consumers to make an informed judgement of a product’s overall value (APO,
2002). Therefore, the nutritional panel is a guide to a better diet and a
healthier life (FDA, 1998). Consumers can use the nutritional label to make
food choices according to the Dietary Guidelines developed by health experts
who emphasize the importance
of a well-balanced diet.
The pack of the food is
required to be marked with the following information:
a. Name of the product and
trademark if any
b. Name and address of the
c. Batch or code number
d. Net quantity
e. Date of manufacture
f. List of ingredients
g. Nutritional Claim
h. Permitted Additives
j. Best before date
k. Green dot marking
Marketers use labeling to
their products to bring identification. This kind of labeling helps a viewer to
differentiate the product from the rest in the shelves of the market. There are
several used of the label for the products in the market.
Labeling is used for
packaging the product. In marketing, a marketer can also use a sticker in
edible products to impart knowledge of the ingredients of the food items. This
helps to spread awareness among the customers about the item they are consuming
and labeling also helps to mention ingredients.
Types of labeling in marketing
There are various types of
labeling in marketing which are as follows:
Branded Product Labels
Foodstuffs need to be identified
to help with identification and play a key role in company brand construction.
Branded Product Labels are to
be securely bonded to the product surface I such a way that it is best suited
to that product.
are two types of branded labels:
Removable: Removable product labels,
on the other hand, need to adhere to the product only until they need to be
Non- Removable: With permanent labels, the
bonding has to be fixed and the label should be difficult to remove and resistant
to a number of factors like enviormental, physical or chemical etc.
Eco or Information Labels
Information Labels or Eco-Labels are used on products such as foodstuff
and FMCG. They are used to impart information to the consumer about the