Nutrition labelling on chewing gum (2013-2014)

In a first step, we conducted a literature review to understand whether consumers are interested in nutrition information on sugar-free chewing gum, where they would like to find such information if it wasn’t available on the packaging and what types of nutrition information provision would be most effective for consumers to understand and use. We found that no research had specifically looked at consumers’ demand for and understanding of nutrition information in the context of chewing gum. Also, no research had looked at alternative means of nutrition information provision. In sum, little is known about consumer awareness of and attitudes towards chewing gum and nutrition information. If any, research focusses on the topic of functional food and health claims.

Based on these findings, we surveyed consumers from seven European countries (United Kingdom, France, Germany, Italy, Sweden, Poland and Estonia) with aim of exploring interest in nutrition information on (sugar-free) chewing gum and their preferred way of nutrition information provision. We were able to show that while overall interest in nutrition information on chewing gum is relatively low, considerable differences can be observed with regards to users of regular versus sugar-free chewing gum, as well as with regards to low/medium versus heavy users. Sugar-free chewing gum users are more interested in general as well as specific nutrition information that is relevant for chewing gum, compared to regular chewing gum users. And low and medium user groups have a better awareness of which nutrients are relevant for chewing gum, compared to heavy users who appear less concerned about nutrition and health. Because packaging size is a limiting factor for chewing gum, alternative sources of such information provision may need to be considered. In our study, we found that information placed in the shop (on the shop aisle/on-shelf and on posters, banners) as well as information made available online (on a product/brand website or on a health and nutrition website) were the most preferred alternative sources of nutrition information about chewing gum among all consumer groups.

Publication:

• Hieke, S., Pieniak, Z., & Verbeke, W. (2018). European consumers’ interest in nutrition information on (sugar-free) chewing gum. Food quality and preference, 64, 172-180. https://doi.org/10.1016/j.foodqual.2017.09.010

Want to know more? Contact sophie.hieke@eufic.org