Misinterpretation of food date labels: US study flags consumer confusion over “use by” and “best by”

06 May 2021 --- Misunderstanding food date labeling is common, even when consumers feel confident they know how to read them. Educating consumers about the meaning of the labels has growing implications for food waste and food safety.

These are the findings of a new study in the Journal of Nutrition Education and Behavior that concluded more labeling education is needed.

“Our study showed that an overwhelming majority of consumers say that they use food date labels to make decisions about food and say they know what the labels mean,” says Catherine Turvey, master of public health at the department of exercise and nutrition sciences, Milken Institute School of Public Health, The George Washington University, US. 

“Despite confidently using date labels, many consumers misinterpreted the labels and continued to misunderstand even after reading educational messaging that explained the labels’ meaning.”

Consumers need more education on labeling, according to new study (Credit: Journal of Nutrition Education and Behavior).Subtle differences have wider implications
Researchers surveyed 2,607 adults in the US to assess consumer understanding of the streamlined two-date labeling system and explore the relative effectiveness of educational messages in increasing understanding.

Less than half (46 percent) of study respondents knew that the “Best If Used By” label specifically indicates that food quality may deteriorate after the date on the label. Less than one-quarter (24 percent) of study respondents knew that the “Use By” label means that food is not safe to eat after the date on the label.

After viewing educational messages, 37 percent of consumers still did not understand the specific meaning of the “Best If Used By” label, and 48 percent did not understand the specific meaning of the “Use By” label.

Education-resistant consumers
Responses to the survey suggest that date labels are so familiar that some consumers believe they are boring, self-explanatory or common sense despite misunderstanding the labels, claims Turvey. 

“Unwarranted confidence and the familiarity of date labels may make consumers less attentive to educational messaging that explains the food industry’s labeling system.”

Future communication campaigns will have to capture the attention of people who think they already know what date labels mean, find the information tedious or are satisfied with a rough understanding of labels, she continues.

Researchers also explored if framing the messages with values like saving money or avoiding waste would impact the effectiveness of messages at increasing consumer understanding. 

None of the seven value frames tested was significantly more effective at increasing understanding than another, but all messages significantly increased consumer’s general understanding of the labels.

Keeping food safe and reducing waste
Last October, on World Food Day, Lloyd’s Register Foundation World Risk Poll revealed that 60 percent of the world’s population is concerned with the safety of their food and beverages. 

Kerry also recently highlighted consumers’ “growing concerns” for food safety, particularly in the area of fresh meat. 

Edited by Missy Green