Awareness and use of the Heart Symbol by Finnish consumers

To study the awareness of the Heart Symbol in different age and educational groups, and changes in the awareness over a 9-year period. In addition, the reported use of products with the symbol was examined.

A series of annual cross-sectional postal surveys on Health Behaviour and Health among the Finnish Adult Population.

A random sample (n 5000 per annum) from the Finnish population aged 15-64 years, drawn from the National Population Register, received a questionnaire.

Men and women (n 29 378) participating in the surveys in 2000-2009.

At the early 2000s, 48 % of men and 73 % of women reported to be familiar with the symbol. The corresponding rates were 66 % for men and 91 % for women in 2009. The reported use of products with the symbol increased from 29 % to 52 % in men and from 40 % to 72 % in women. In men, the awareness did not vary by age, whereas older women (45-64 years) were less likely to be aware of the symbol compared with younger women (25-34 years). Men and women with the highest education were best aware of the symbol and more likely to use the products in the early 2000s. The educational differences diminished or disappeared during the study period.

The majority of Finnish adults are familiar with the Heart Symbol, and the reported use of such products increased in all age and educational groups, especially among the less educated. The symbol may work as an effective measure to diminish nutrition-related health inequalities.