Even as the consumption of packaged foods continues to rise in urban India, a new study by Bengaluru-based Food Safety Works reveals a worrying disconnect: while 60% of consumers claim to regularly check food labels in physical stores, this number plunges to just 31% when shopping online.
Unveiled during the India Food Safety Conclave 2025, the findings stem from Food Safety Works’ annual consumer awareness survey, which drew responses from a largely urban, educated demographic. The 60-page report offers granular insights into how consumers engage with food labels, what they miss, and how that affects their purchase decisions.
“This is significant because we are surveying an audience that is relatively well-informed,” said Surabhi Soral, Head of Regulatory and Compliance at Food Safety Works. “Yet, the gap between awareness and actual use of label information remains persistent, especially in the online shopping space where label visibility is lower and consumer attention spans shorter.”
Key Insights from the Report
Expiry Dates Dominate Attention: 89% of respondents said they regularly check expiry dates, but only 37.3% look at nutrition facts, and just 27% scan for allergen warnings.
QR Code Usage Still Low: Despite widespread smartphone penetration, only 31.7% of consumers reported ever scanning QR codes on food packages, signaling a missed opportunity to extend label information digitally.
Recognition vs Understanding: Over 54% of respondents recognize logos and claims such as FSSAI certification, “high protein,” or “low sugar” labels. However, the study questions whether this recognition translates into a true understanding of the health implications.
Consumer Rights Awareness Lacking: A staggering 92% of participants were unaware they could file complaints with the Food Safety and Standards Authority of India (FSSAI). Even those with safety concerns seldom used the customer care contacts listed on the packaging.
Label Engagement in Decline: In a year-on-year comparison, the proportion of consumers who “always check labels” dropped from 53.6% in 2023 to 47.6% in 2024 — a paradox, given the growing frequency of packaged food purchases.
A Digital Disconnect
The report underscores a growing concern: as consumers shift to digital platforms for grocery and food purchases, engagement with labels is decreasing. Poor visibility of labels in online listings, technical jargon, and difficulty in reading detailed information contribute to consumer disengagement.
“Online food retail platforms need to step up label visibility and simplify information,” said Soral. “Regulatory frameworks must adapt to the new shopping habits. Label literacy should be a shared responsibility among regulators, food businesses, and e-commerce players.”
A Call for Collaborative Action
The survey findings also point to a systemic communication gap between manufacturers, regulators, and consumers. Many respondents cited difficulty in reading labels due to small fonts or overly technical language, deterring even those who intended to make informed choices.
Soral emphasized the need for urgent multi-stakeholder action: “From front-of-pack labelling to consumer education and digital integration of information, there’s a pressing need to reimagine how food labels serve their purpose in today’s omnichannel retail environment.”
Segment-Wise Data
The report includes breakdowns across age, gender, and educational levels. Younger and more educated consumers showed higher recognition of health claims and certification logos, but even in this group, actual behavioral change remained limited.