Multiparametric assessment of food product labeling elements significance for consumers in the modern market
Authors:
Mikhail S. Kurakin, Mihail A. Los
Abstract:
This study presents the results of an assessment of the significance of food product labeling elements for consumers in today's marketplace. The object of the study is the adult population of Kemerovo. The empirical base was formed on the results of an online survey in the fall of 2025; the sample size was 385 respondents with quotas by gender and age. The sample size consisted of 385 respondents, with quotas allocated by gender and age. The purpose of the study was to assess the role of labeling elements in consumer choice comprehensively and to analyze the population's willingness to use digital food product selection systems, taking into account socio-demographic characteristics. To determine the relative importance of nine mandatory labeling elements regulated by TR CU 022/2011, the MaxDiff method (maximum difference scale) was used to form a priority rating, as well as descriptive statistics methods and hypothesis testing (Pearson chi-square with Bonferroni correction, Mann–Whitney U, Kruskal–Wallis test). It was found that the manufacturing date, expiration date, and ingredients are the most important for consumers, while warranty and regulatory elements (unified circulation mark of the EAEU, information about the manufacturer) are perceived as the least important. Age, the presence of children, and the level of spending on food were shown to be statistically significantly associated with the importance ratings of individual labeling elements. Limitations in labeling perception (including those related to legibility) were identified, and a high potential demand for a digital choice support system was recorded: 64.4% of respondents expressed a willingness to use it. The practical significance of the results lies in substantiating consumer-oriented improvements to the presentation of information on packaging and in the development of digital services that enhance consumer awareness when choosing food products.
Keywords:
labeling; food products; consumer behavior; MaxDiff; statistical analysis; socio-demographic factors
For citation:
Kurakin M.S., Los M.A. Multiparametric assessment of food product labeling elements significance for consumers in the modern market. Индустрия питания|Food Industry. 2026. Vol. 11, No. 2. Pp. 103–114. DOI: 10.29141/2500-1922-2026-11-2-11. EDN: RYDBTU.
