Awareness of Nutritional Products Labelling and its Impact on Consumer Behavior in Coimbatore City

Abstract

In urban areas such as Coimbatore, awareness of nutritional product labeling is vital in influencing consumer behavior. This research investigates how well consumers comprehend and use nutritional labels in their buying choices. As health consciousness rises, labels serve as a guide for consumers to select healthier choices by offering crucial details about ingredients, calories, and nutritional values. Nonetheless, elements like literacy, the intricacy of labels, and the influence of marketing can affect how effective these labels are. This research investigates how consumers perceive nutrition information, their preferences, and the difficulties they encounter when interpreting such information. Data gathered from consumers in Coimbatore underscore the impact of labels on buying behavior and decisions made with health in mind. It also evaluates how effective government regulations and awareness initiatives are in encouraging informed decision-making. Results indicate that improved label clarity and consumer education can make nutritional labeling more effective. Ultimately, enhanced awareness results in healthier consumption habits and a more knowledgeable consumer base. This research aids in comprehending the influence of nutritional labels on consumer behavior and the necessity for improved awareness strategies.

Introduction

Overview:

In Coimbatore, rising health awareness has led to growing interest in nutritional labeling. As individuals prioritize well-being, they increasingly use food labels to guide informed dietary choices. This shift reflects a broader demand for transparency in food marketing.

Objectives:

1. Assess awareness of nutritional labels.

2. Analyze how labels influence purchasing decisions.

3. Explore the relationship between labeling and consumer trust.

Scope of Study:

• Focus on Coimbatore and nearby areas.

• Evaluate communication strategies used in labeling.

• Consider how awareness affects health and diet-related issues.

Review of Literature – Key Insights:

• Consumer interest in traditional and nutritious foods is growing.

• While many read labels (78.32%), fewer focus on nutritional content.

• Purchasing is influenced by quality, nutrients, income, and education.

• Education and awareness campaigns are essential to encourage healthier choices.

Statement of the Problem:

1. Limited understanding of nutrition labels.

2. Inconsistent labeling standards.

3. Varied health perceptions.

4. Impact on purchasing behavior needs deeper study.

Need for the Study:

• Fast-paced urbanization has increased the availability of packaged foods.

• Many consumers still lack understanding of labels.

• The study aims to help improve consumer education and labeling practices to promote healthier eating habits and inform policy and business decisions.

Limitations:

• Based on self-reported data via questionnaires.

• Limited to 250 respondents in Coimbatore.

• Responses depend on participants' honesty and awareness.

Research Methodology:

• Primary Data: Collected via structured questionnaires.

• Secondary Data: From past studies and literature.

• Sampling: Convenience sampling; 250 respondents.

• Study Area: Coimbatore city (urban setting).

• Data Collection Sites: Supermarkets, local shops, online platforms.

Key Findings:

• 83% faced difficulty understanding labels.

• 70% used labels to inform purchase decisions.

• Nutrient focus when reading labels:

  • Sugar (33%), Fat (31%), Protein (18%), Calories (10%), Carbohydrates (8%).

• 40% never discussed food labels with others, indicating low label engagement.

• Majority were in the 31–50 age range with at least a bachelor’s degree.

• Occupations varied, with high participation from agriculture and retirees.

Suggestions:

1. Improve label clarity and standardization.

2. Launch consumer education campaigns.

3. Encourage regulatory oversight to ensure accurate labels.

4. Highlight the role of retailers and manufacturers in promoting label use.

5. Address barriers to understanding and using labels effectively.

6. Track the influence of health trends on label-based choices.

Conclusion

The research regarding the awareness of nutritional product labeling and its influence on consumer behavior in Coimbatore City shows that consumers are increasingly depending on labels to make informed choices about their purchases. Awareness of nutritional information affects their choices, leading to healthier eating habits. Nonetheless, the effectiveness of labels is influenced by differing levels of comprehension and trust regarding them. By providing clear, precise, and standardized labeling, consumer confidence can be bolstered and demand for healthier products can be stimulated. To enhance consumers\' label literacy, it is essential to implement educational initiatives. Brand transparency and government regulations are essential in influencing consumer perceptions. By reinforcing these elements, purchasing behaviors in the market can become more deliberate and focused on health.

References

[1] Monika K., Samsai T., Velavan C., Parimalarangan R., and Ramalingam G. S. (2025). \"A Study on Consumer Awareness and Purchasing Behavior of Finger Millet Products in Coimbatore.\" Plant Science Today, 12(sp1). [2] Jain et al. (2024). \"Assessment of Shoppers\' Knowledge, Attitudes, and Practices Regarding Food Labels.\" Journal of Nutrition and Health Sciences, 15(2), 112-118. [3] M. Malarkodi, S. D. Sivakumar, Balaji Parasuraman, et al. (2023). \"Perception and Buying Behaviour of Consumers Towards FPOs Food Products in Tamil Nadu.\" The Indian Journal of Agricultural Sciences, 93(3), 339–341. [4] Shireen et al. (2022). \"Influence of Food Labels Among Indian Consumers.\" Indian Journal of Nutrition and Dietetics, 59(4), 341-348.

Copyright

Copyright © 2025 Mr. R. Suresh, Mr. Nitheesh Kumar. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.