I have to say that when I'm in the grocery store I see an awful lot of busy people filling their shopping baskets without even breaking stride. Some of them seem to be sprinting, and I don't think they're really stopping to look. But all of them know they should be looking at the labels for nutritional reasons. When they're being asked to self-report, they're going to think the questioner expects them to say, “Oh yes, I do that”, so they're going to say it. I personally don't believe this, particularly when it conflicts with recent literacy and numeracy surveys that show that half the Canadian population lacks sufficient skills to understand the current food labels--whether it's from the literacy or the numeracy perspective.
Don't you think you're at risk when you quote this study from the nutrition tracking survey?