Traffic light labelling

Wednesday, May 09, 2007

The level of obesity in the UK has tripled in the past 20 years, and is still rising. About two-thirds of adults are now overweight or obese. Poor diet is also a contributory factor to heart disease, cancer and stroke.

Awareness of healthy eating is on the increase with greater appreciation, for example, that we should all be eating more fruit and vegetables, and eating foods high in fat and salt sparingly. However, although many of us have a good idea of what makes a healthy, balanced diet, it is not always so easy to follow one. With everyone leading busy lives, people doing their food shopping do not want to be confronted with complicated information that takes time to analyse and use. All research points to consumers finding the detailed nutritional labelling, currently on the back of food packs, difficult to use. People like the idea of simplified nutritional information that they can use at a glance. Clear front of pack labelling can help shoppers find the healthier food quickly and easily.

The role of clear labelling was recognised by the Government in the 'Choosing Health' White Paper in 2004 and, since then, the Food Standards Agency (FSA) has been developing a front of pack food labelling approach that will work for both shoppers and industry.

The evidence base
As an evidence-based organisation, any approach the FSA recommends must be based on robust research, which is why we conducted the most extensive piece of published research to date on front of pack labelling. To make sure we got the study design right, we consulted on the methodology and the formats to be tested.

We asked over 2,600 people to use four schemes to identify which they preferred and tested which helped them make healthier choices. The results were clear: red, amber and green colour coding is effective in helping shoppers use front of pack labelling to make healthier choices when shopping.

The approach
On the basis of the evidence from this extensive research, the FSA Board recommended, in March 2006, that industry use front of pack labelling schemes based on four core principles.

The first is to provide separate information on four nutrients of public health importance and interest to consumers (fat, saturated fat, sugar and salt) while the second specifies that the levels of these nutrients per portion of the product are given.

The other two principles specify the use of red, amber and green colour coding to indicate whether levels of these nutrients are high, medium or low and that the colour coding is underpinned by the nutritional criteria agreed
by the FSA.

Our research shows consumers use this information sensibly. A red dot for a nutrient on the front of a packet is not taken as 'stop, don't buy me'. Consumers understand that it indicates that the food is high in that particular nutrient, and, consequently, think about how often they should eat it.

The core principle approach is intended to provide consistency for shoppers wherever they shop, but also flexibility to enable companies to develop individual schemes that enhance their own distinctive branding.

Additional information about calories or Guideline Daily Amounts (GDAs) can be added to the front of pack label and some manufacturers and retailers have chosen to apply these to their products.

Our research told us that shoppers would find front of pack labelling most useful on processed convenience foods such as pies, pizzas, ready meals and sandwiches, because the nutritional content of these products can sometimes be difficult to work out. We are therefore recommending use on these products, not on products such as fruit and vegetables.

To highlight to shoppers that these labels are now in the shops, the FSA in January this year launched a series of TV adverts and other marketing activity in the press, on poster sites and via the internet. This will raise awareness of the traffic light labelling approach and show how clear and simple it is to use.

Support for traffic lights
We welcome the positive response received from the following retailers and manufacturers who have adopted, or plan to adopt, the FSA's approach: Sainsbury's, Waitrose, Asda, Marks and Spencer, the Co-op, Budgens and Londis, McCain, New Covent Garden Food Co, Moy Park and Britannia Foods. Discussions continue with other possible adopters.

It's still early days but the signs from those following the FSA approach are encouraging. Consumers are finding the new labelling clearer and simpler, and, most importantly, they are using it to make healthier choices. In response to this, businesses are changing many product recipes, for example, by reducing saturated fat and salt levels to get more amber and green lights.

The Agency is also pleased to have the support of a wide range of health groups and consumer organisations. These include the Royal College of Physicians, British Heart Foundation, the National Heart Forum, National Federation of Women's Institutes, Diabetes UK, the National Consumer Council and Which?, Netmums, and the British Medical Association.

The GDA approach
A number of manufacturers, including Danone, Kellogs, Kraft, Nestle and PepsiCo, plus Tesco, have chosen to follow a monochrome GDA approach.

We're pleased to see that so much of the food industry is embracing the benefits of front of pack labelling, and we know that some shoppers find extra GDA information useful – but not on its own. Our research showed clearly that the traffic light colours are key to helping consumers make healthier choices quickly. All industry needs to do is add traffic light colours to their GDA schemes to ensure the consumer gets the best of both worlds.

Evaluating the different schemes
We recognise that the test of any nutritional labelling scheme is the impact that it has on consumer behaviour. So, in partnership with industry and other stakeholders, we are embarking on an independent evaluation of the different approaches being used in the marketplace on consumer knowledge and behaviour.

Work is underway to develop the brief for this study. This work is being managed by a small group of independent experts in nutritional and social sciences (including market research). The Project Management Panel (PMP) is chaired by Sue Duncan, Head of the Government Social Science Research Unit. The PMP is responsible for agreeing the specification for the work to be put to open tender, overseeing the appraisal of research proposals, recommending the Preferred Bidder for the work, monitoring the research and agreeing the final report.

The PMP is assisted in its work by input from an Advisory Group (AG). Members of the AG include those who have generated evidence relevant to the research question, those with front of pack labelling schemes and representatives of consumer and health groups.

The Nutrition Steering Strategy Group (NSSG), chaired jointly by Public Health Minister Caroline Flint and Food Standards Agency Chair Deirdre Hutton, is being provided with updates on this work and will be given an opportunity to comment on the proposed research specification before it is agreed by the PMP. NSSG is a group of chief executive level stakeholders.

The FSA is committed to standing by the results of the independent study and hopes all stakeholders will do so too.

In conclusion
We have, in the space of two years, seen a profound change in the way food is labelled with its nutritional content. This change has been adopted by the majority of the food industry. It is already, according to preliminary sales data, having an impact on what consumers buy. This is the real long-term prize – to change consumer behaviour and harnessing consumer demand, which is the most powerful lever we have to drive the market in a healthier direction.