British consumers are more aware of food labelling practices than ever, research from the National Sanitation Foundation (NSF) has revealed.
The food quality advisory group found, among other statistics, that over three-quarters (76%) of UK adults read food labels before purchasing products.
This figure rises to 82% among 18 to 34-year-olds.
Almost half (45%) of participants in the survey pay more attention to food labels now, compared to five years ago.
In terms of what consumers value the most on food labels, 70% stated they prioritise comprehensive processing information while 65% also prioritise detailed allergen information.
More than a third (36%) of Brits admitted that they struggle to interpret food labels, while less than half (49%) felt that current labels sufficiently convey information on making healthy food choices.
A mere 29% of UK adults stated that current food labels “adequately” address sustainability issues.
NSF’s research also highlighted a generational divide regarding trust in health claims from products, with 60% of 18 to 34-year-olds finding them trustworthy compared to only 25% of people over 55.
On the subject of premium pricing, nearly a third (32%) of UK consumers are willing to pay more for products with clear and comprehensive labelling, with the average premium being 9 to 12%.
Katie Glover, EMEA manager of 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.”
Glover added: “By prioritising clarity, standardisation, and transparency in food labelling, 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.”
The full whitepaper report from the NSF can be found here.
