With nearly half (46%) of shoppers feeling that nutrition labels are too difficult to read, IGD has launched a new guide to help consumers better understand front-of-pack nutritional information.
The guide contains simple messages and images that tackle areas of confusion around the guidelines displayed on the front of food packaging. It has already been adopted by some of the biggest companies in the food and grocery industry in their communications with shoppers.
IGD’s extensive consumer research shows there is keen interest to understand nutritional information on pack better, with 45% of shoppers saying they would like to learn more to help them make healthier food choices. Areas of confusion include reference intakes (or guideline daily amounts), calories, portion size information and interpreting the colour coding.
IGD worked closely with nutritionists, marketing experts, behaviour change specialists and shopper focus groups to develop the messages in the guide.
Joanne Denney-Finch, IGD Chief Executive, said: “The UK has led the way in the world in voluntary front-of-pack nutrition labelling, with industry and government working together to provide more information and display it in a helpful way. We worked with shoppers to understand the challenges they have when reading nutritional labels and our research shows there is more to be done to help people use this information. The messages in the guide have been designed by shoppers for shoppers and so we’re confident our guide will help clarify some of the points of confusion.
“Any organisation that communicates about health can adopt these messages. With more organisations involved, we can reach a critical mass, whereby people regularly see clear and consistent messages about front-of-pack labelling, driving awareness and helping them to make healthier choices.”