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Major study recommends hybrid scheme for improved health and clarity, but food industry insists on voluntary approach
Consumers are demanding a universal, single front-of-pack labelling scheme for food and drink products, according to research that shows they find the different nutritional labels used by manufacturers and retailers confusing and difficult to understand.
A major survey commissioned by the government's food watchdog, the Food Standards Agency (FSA), revealed the most effective front-of-pack label was a hybrid scheme combining "traffic light" colours with the words high, medium and low and the percentage of the GDA (guideline daily amount) of ingredients such as fat, salt and sugar.
But consumer groups warned that the chances of a single label being introduced were low unless the food industry agreed to move towards a common system.
The recommendation of a hybrid scheme – introduced as standard two years ago by the supermarket group Asda – will be considered by the FSA at a board meeting next Tuesday.
Sue Duncan, who headed the panel which carried out the research, said: "It was clear that the co-existence of different labelling types in the market created difficulties in comprehension. Some people said it had made things difficult or frustrating or annoying. Some just said it takes too long – while they might be able to do the calculations they said, 'If I was shopping I would not do this'."
Making healthy choices
The FSA commissioned the research despite approving the traffic light scheme three years ago, which failed to win the support of leading retailers.
It said in a statement: "The need for an effective front-of-pack labelling scheme to help consumers make healthier food choices was reiterated by the government in its Healthy Weight, Healthy Lives strategy.
"The government stated that they want a single labelling approach used by the whole food industry, based on the principles that will be recommended by the FSA in the light of the independent evaluation."
The study of more than 4,000 UK consumers found shoppers who use front-of pack-labels "valued" them and used them particularly if they were shopping for children, had a specific health problem, or were weight conscious.
Consumers were asked about their understanding of 10 different schemes; two labels achieved a 70% response rate, leading to the suggestion they be combined. Older people and the disadvantaged were less likely to use and understand the labels.
Paul Kelly, corporate affairs director of Asda, said the recommendation was "a victory for common sense". "The customer's opinion is what matters most and now they have spoken and confirmed our belief that the dual labelling system is the simplest and clearest. So we are urging major food retailers and manufacturers to end the debate, listen to the customers and commit to the dual labelling scheme."
Sue Davies, policy adviser with consumer group Which?, said: "If the food industry really is serious about helping consumers make healthy choices then it must accept the study's findings, start pulling in the same direction and adopt the labelling scheme that works best for consumers."
Jeff Allder, food expert for Consumer Focus, said a universal labelling system was crucial to tackling the escalating obesity problem in the UK.
"We expect retailers and manufacturers to take up the recommendations the FSA makes based on this research as soon as possible, to provide greater clarity for consumers," he said.
However, the food industry said it would continue to back a voluntary approach based on GDAs. Julian Hunt, director of communications at the Food and Drink Federation, said: "The UK is leading the world on nutrition labelling and our voluntary approach – based on GDAs – is driving the debate across Europe, where a new labelling regulation is being developed."
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