What shoppers say - about GDAs

Kim Malcolm, Account Director, Millward Brown

Kim Malcolm - Millward Brown It has been suggested that some people in everyday life struggle with percentages, take longer to read them than is practical and consequently will not use them on GDA labels on the front of food packs.

These arguments appear unfounded based on the findings of four surveys conducted over the last two years.

Here are typical things shoppers said when asked why they use GDA labels:

A friend is diabetic and I had to check for sugar levels”
Female, 18–29, HTV West/Wales

When choosing a product I use them to make quick comparisons between different products. I use them to avoid products that are excessively high in salt, fat or calories.”
Female, 30–44, Central

“I use them to see amount of calories, sugar and saturated fat contained in an item”
Female, 45–64, HTV West/Wales

"My husband has high blood pressure so he needs to control salt and calorie intake.”
Female, 45–64, Border/Tyne Tees

“These labels could be used to help people maintain a balanced diet. To keep them up to check with how much salt or sugars they have been consuming.”
Male, 18–29, London

“To see how much fat is in food, and how much salt.”
Male, 18–29, Border/Tyne Tees

“To decide the amount of calories of my total daily intake and to see the fat and salt content of the serving.”
Male, 30–44, London

“To work out whether to buy the product or not. If the amount of salt or calories in a product is too high then I don't buy it. If I do buy the product then I know what else I can eat in a day.”
Male, 30–44, London

“I used the guidelines when I was on a diet.”
Female, 30–44, Scotland

“As a guide to the amount of calories consumed.”
Male, 45–64, London

“To check how much salt or sugar the product contains.”
Female, 30–44, Central

“To check amount of saturated fats and sugars.”
Female, 30–44, London

“As a guide to my daily intake – it would also be helpful in planning your daily intake of specific fat and calories.”
Male, 65–75, Central