Country of origin labelling: A synthesis of research

Contractor: Oxford Evidentia

A synthesis of research has been carried out to bring together findings from five research studies on country of origin labelling. The studies were commissioned by the Food Standards Agency. The five research studies are an evidence review, a qualitative behavioural project, an omnibus survey, a Citizen's Forum and a survey of the uptake by retailers and food manufacturers of FSA guidance on country of origin labelling.

This work forms part of the Agency's evidence-base on consumers' attitudes, use and understanding of country of origin labelling.

Key findings include:

• there is low engagement with, and understanding of, country of origin labelling and although consumers are aware of country of origin labelling, it is not a priority when shopping
• price is usually more important than food labelling information, but with regards country of origin labelling, the willingness to pay is mediated by consumers' values, priorities and beliefs
• there is low understanding of country of origin labelling, and there is evidence of confusion about the meaning of origin labelling, particularly in relation to animal products and whether it refers to where the animal was born, reared, slaughtered or processed