IntroductionIndia, is known for itsculinary delights. A country known for its sugary snacks is soon making its wayto a healthy lifestyle. With a young and tech savvy population, consumers areemerging as a health conscious population. Labeling is defining in the FederalFood, Drug and Cosmic Act (FFDCA) in the US as a written, printed or graphicmatter upon any article or any of its containers or wrappers. Labeling is asubset of packaging.
Vendor/ Retailer needs to label their products.The labelmay be a simple tag attached to the manufactured goods or an richly designedgraphic which is a part of the package.Makingconsumers to eat healthy is no trivial task. As health is valued by everybodyand thus, is one of the essential drivers of human behaviour, attempts tochange eating habbits by informing consumers about the link between diet andhealth have been difficult. One of the important tools in trying to bring aboutmore healthy eating patterns has been nutrition labelling. Nutritional labeling isfound to affect the purchase behavior significantly. Some evidence reveals theprovision of nutrition information may allow consumers to switch consumptionaway from unhealthy food products in those food categories in the direction ofhealthy products in food sector easily.
Improvements in nutrients intake of the population depend on the interaction ofdemand and supply forces in the food markets. On the demand side consumers’interest in the purchase of diets and products with improved nutritionalprofiles has a direct effect on nutrient intake. Nutritional labels cansimplify the whole concept of healthy eating. It helps to keep track of the amount of fatand sugar, sodium and fiber, protein and carbohydrates. It also allowsconsumers to make an informed judgement of a product’s overall value (APO,2002). Therefore, the nutritional panel is a guide to a better diet and ahealthier life (FDA, 1998). Consumers can use the nutritional label to makefood choices according to the Dietary Guidelines developed by health expertswho emphasize the importanceof a well-balanced diet. The pack of the food isrequired to be marked with the following information:a.
Name of the product andtrademark if anyb. Name and address of themanufacturerc. Batch or code numberd.
Net quantitye. Date of manufacturef. List of ingredientsg. Nutritional Claimh. Permitted Additivesi. MRPj.
Best before datek. Green dot markingvegetarian food Introductionto Labeling Marketers use labeling totheir products to bring identification. This kind of labeling helps a viewer todifferentiate the product from the rest in the shelves of the market. There areseveral used of the label for the products in the market.Labeling is used forpackaging the product. In marketing, a marketer can also use a sticker inedible products to impart knowledge of the ingredients of the food items. Thishelps to spread awareness among the customers about the item they are consumingand labeling also helps to mention ingredients.
Types of labeling in marketingThere are various types oflabeling in marketing which are as follows: Branded Product LabelsFoodstuffs need to be identifiedto help with identification and play a key role in company brand construction. Branded Product Labels are tobe securely bonded to the product surface I such a way that it is best suitedto that product.Thereare two types of branded labels:· Removable: Removable product labels,on the other hand, need to adhere to the product only until they need to beremoved. · Non- Removable: With permanent labels, thebonding has to be fixed and the label should be difficult to remove and resistantto a number of factors like enviormental, physical or chemical etc.
Eco or Information LabelsInformation Labels or Eco-Labels are used on products such as foodstuffand FMCG. They are used to impart information to the consumer about theproduct.