14 January 2025, 07:00 AM
  • New study reveals gap between what shoppers expect from food labels, and what manufacturers provide
UK consumers want more transparency on food and drink labels

A large study, carried out by NSF (a global leader in food safety and quality) has revealed large gaps between what shoppers expect from food and drink manufacturers when it comes to on-pack information, and current food labelling practices and legislation.

The research, “underscores the critical role of food labelling in shaping consumer choices and promoting public health in the UK,” said Katie Glover, EMEA manager of regulatory affairs and trading law at NSF. “As consumer demands evolve, there’s a clear need for the food industry to adapt and provide more transparent, accessible and reliable labelling.”

6 changes consumers want to see in food and drink labelling

The study unveiled the following key findings…

1. Consumers are prioritising comprehensive processing information, showing how their food and drink was made (70%) and more detailed allergen information (65%) as the most valuable additions to food labels.

2. Only 29% of UK adults surveyed believed current food labels adequately addressed sustainability issues.

3. More than a third (36%) of those surveyed said they struggled to interpret food labels and less than half (49%) feel current labels provide enough information to make a healthy choice.

4. Around three quarters (76%) read food labels before purchasing, rising to 82% amongst 18 to 34-year-olds. And almost half (45%) pay more attention to food labels compared to five years ago.

5. Health claims are divisive. Sixty per cent of 16 to 34-year-olds find them trustworthy, compared to just 25% of over 55s.

6. There’s more potential for premiumisation, as 32% of UK consumers would pay more for products that had comprehensive and transparent labelling, with an average premium of 9 to 12%.

Challenges within the labelling industry

Several challenges are highlighted within the research, including the complexity of giving detailed nutritional information, a need for standardised sustainability metrics, and the varying levels of comprehension across different age groups.

By prioritising further investment into these areas, said Katie, “we can empower consumers to make more informed decisions about their 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 British public.”

NSF said clearer labelling would be a win-win, empowering and informing consumers to help them make more considered buying decisions. “This is particularly important given the current health challenges we face, with diet-related risks being the second largest contributor to lives lost in the UK,” it added.

What are the current food and drink labelling laws in the UK?

1. All prepacked food must have an accurate label, with certain foods such as honey, cocoa and chocolate, bread, meat, jams and marmalades having their own specific regulations too.

2. By law the name of a product must not be misleading.

3. Key processes should be labelled clearly – ie ‘dried fruit’ or ‘smoked fish’.

4. If there are two or more ingredients they should be listed in order of weight.

5. Where a product contains one or more of the 14 allergens that have to be legally declared, those must be listed and highlighted in the ingredients, and clearly marked on pack.

6. Under QUID rules (quantitate declaration of ingredients) the percentage of particular ingredients should be shown on the list where they appear in the name of the food, or are emphasised with a graphic, picture or words. The percentage of cocoa in chocolate, for example.

7. Packaged products over 5g or 5ml must show their net quantity weight. Foods in liquid or an ice glaze should show their drained weight.

8. A best before or use by date and storage details should be displayed.

9. Packaging must include a business name and address. It must be either the name of the business whose name the food is marketed under, or the address of the business that has imported the food. 

10. Preparation instructions should be provided.

11. Mandatory nutrition declarations must be clearly presented in a specific format, with values for energy and the six top nutrients.

12. Additional labelling requirements apply to food products containing sweeteners or sugars, aspartame, colourings, liquorice, caffeine or polyols.