Consistency Between Packaging Images and Contents: Is Butter Really Butter?

This study examines the relationship between butter-related packaging claims and declared ingredient information in packaged food products, alongside consumers' awareness of food fraud, purchasing experiences, and perceptions of food safety and regulatory oversight.Although butter holds cultural and culinary significance in Türkiye, its prominence in product names and packaging raises questions about how clearly consumers are informed about the composition of foods marketed with butter-related claims.The study employed a multi-component research design combining product-label analysis with a consumer questionnaire.First, the declared ingredient information of 15 packaged food products available in national supermarket chains between November 2024 and January 2025 was examined.Second, consumer data were collected through a structured questionnaire involving 392 respondents.Descriptive statistical analyses were conducted using SPSS 26, and open-ended responses were analysed thematically using NVivo 15.The product-label analysis and survey findings were examined separately.The findings revealed that butter-related claims were prominent in the biscuit and cookie categories, although some products declared relatively low proportions of butter, ranging from 1% to 7%, while others listed butter flavouring without clearly declaring butter as an ingredient.As the analysis relied on product labels rather than laboratory testing, these findings reflect declared ingredient information and do not independently verify actual product composition.In the consumer survey, 57% of respondents reported familiarity with concepts related to food adulteration and fraud.Furthermore, 73% selected the strongest negative response category regarding the adequacy of food inspections; when both negative response categories were combined, approximately 87% expressed an unfavourable assessment of inspection adequacy.The findings also suggest that reported purchasing experiences cannot be explained by ingredient information or awareness alone.The study highlights the importance of clear and consistent communication between butter-related packaging claims and ingredient declarations.It also points to the need for further research into how product labelling, price, consumer knowledge, and perceptions of food authenticity relate to purchasing behaviour.Improving the clarity of ingredient information and evaluating existing labelling practices may help support informed consumer choices and strengthen confidence in food information.