Ineffective labelling practices across the food and drink sector are causing consumers headaches, calling into question their value and effectiveness to end users.
It is often difficult to glean nutritional information, sustainability credentials and other data needed by consumers to make an informed choice, according to research by global services organisation NSF.
“As consumer demands evolve, there’s a clear need for the food industry to adapt and provide more transparent, accessible and reliable labelling practices,” says NSF EMEA manager for regulatory affairs and trading law Katie Glover.
Food and drink labelling is growing in importance
Despite inadequate information, NSF’s survey of UK consumers showed engagement in on-pack labelling is growing.
Some 76% of consumers asked read food labels before making a purchase, rising to 82% among 18-34-year-olds.
Consumers expect information on processing (70%) and details on allergens (65%).
“More than a third (36%) of Brits admit to struggling to interpret food labels. Less than half (49%) of adults feel current labels provide sufficient information for making healthy food choices,” says Glover.
Improvements need to be made to sustainability labelling, with just 29% of UK adults believing their needs are being met.
Trust around on-pack health labels also needs to be addressed, with 60% of 18-34-year-olds believing them and 25% of those over 55 not trusting them.
Consumers will pay more for detailed labelling
If manufacturers get it right, almost a third (32%) of consumers are willing to pay up to 12% more for products with comprehensive and transparent labelling.
“By prioritising clarity, standardisation, and transparency in food labelling, we can empower consumers to make more informed decisions about their food choices,” Glover claims.
Getting it right is vital for both business and consumers, with the latter needing empowerment to address their health and diet-related challenges through making the right food choices.
“This not only contributes to better public health outcomes but also fosters a more sustainable food system and builds greater trust between food manufacturers and the, public,” adds Glover.