Objective As an important information carrier, food labels become the most direct and effective way for consumers to know food safety information. So this paper intends to study the supply-demand relationship between food label and consumers. Methods Milk was taken as an example, a survey was conducted in 348 consumers from six cities of Shandong province in the form of questionnaire. Results The results showed that in the background of consumers′ high attention on food quality and safety, consumers′ trust degree, focus degree and convenience evaluation on different packaging information were relatively consistent. But some information still had supply-demand contradiction. Conclusion To develop the function of more packaging information, such as safety certification labels, and restore consumers′ confidence in the quality and safety of dairy products, we should specify packaging label design on the basis of consumer′ s information demand and using behavior.