Consumer Understanding and Usage of Nutritional Labels: A Study of Selected FMCG Products in Ludhiana City

The present study aims to study the understanding and usage of nutritional labels by consumers while-purchasing them and its affect on their buying decision. The primary data was collected from 200 consumers on convenience basis from major departmental and general stores in Ludhiana city. Under Fast Moving Consumer Goods (FMCG) category, juices, jams and sauces were selected. The study revealed that consumers use the label information of juice more than jam and sauce. The study found low use and understanding of nutritional labels among consumers in Ludhiana city. The consumers were not familiar with the numeracy, terminology and language on current nutritional panel. Consumers appreciated the idea of simplified label information. They preferred graphic and colored labels instead of quantitative labels.