The new study from food standards and testing firm NSF found that 36% of UK consumers struggled to interpret food labels, including nutritional information and sustainability metrics.
NSF also found a generational divide in the trust of health claims, with 60% of 18–34-year-olds finding them trustworthy, compared to only 25% of those over 55. Younger people in general were paying more attention to food labelling in general compared with five years ago – 49% of younger consumers compared to 45% of UK adults.
Katie Glover, EMEA manager, regulatory affairs and trading law at NSF, said: “NSF’s research underscores the critical role of food labelling in shaping consumer choices and promoting public health in the UK.
“As consumer demands evolve, there’s a clear need for the food industry to adapt and provide more transparent, accessible, and reliable labelling practices.”
Purchasing decisions
More than three quarters (76%) of respondents read food labels before making a purchasing decision, but less than half agreed that current labels provided enough information or making the right food choices. Less than a third believed current labels addressed sustainability concerns/
The report also found that 32% of UK consumers were willing pay more for products with comprehensive and transparent labelling, with an average premium of 9-12%. However, this willingness to pay more decreased with age, with only 17% of those over 55 prepared to pay a premium.
Of those who said they would be prepared to pay more, better nutritional information (36%), ingredients information (31%) and organic certification (26%) top the list. People were the least willing to pay more for allergen warnings (21%) and country of origin information (20%).
Consumers’ most wanted label improvements included comprehensive detailed processing information (70%), allergen information (65%), ethical sourcing information (62%) and environmental impact scores (59%).
Processing methods
NSF noted that the growing interest in processing methods reflected a broader trend towards clean label foods and a heightened awareness of the potential health implications of ultra-processed foods. The group identified a ‘clear need’ for food manufacturers to provide transparent and easily understandable information about their processing methods.
“By prioritising clarity, standardisation and transparency in food labelling, we can empower consumers to make more informed decisions about their food choices,” added Glover. “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.”
Meanwhile, Food Manufacture explores how food and drink companies can make their packaging more inclusive and accessible for individuals with visual impairments.
We hear from Kellanova and Müller on the changes they’ve made, as well as disability advocate Taylor Notcutt, who shares her perspective as a registered blind person and discusses her experiences navigating the world.
