The findings of these studies are particularly relevant given that the proposed Regulation on the Provision of Food Information to Consumers is currently being considered by the European institutions.
The traffic light labelling scheme provides an interpretative element by using colours to indicate the nutritional content of food. The scheme typically uses red, amber or green to rate the product’s salt, sugar. saturated fat and energy content separately.
The first study, commissioned by the UK Food Standards Agency, examined how labelling schemes enable consumers to interpret levels of key nutrients and also looked at how consumers use front of pack labels in real life contexts. The results showed that the label combining text, traffic light colours and %GDA had the highest levels of comprehension and preference amongst British consumers. The study also found that consumers value front of pack labelling, and combine the information it provides with a number of other factors (such as price, brand loyalty) when making purchasing choices. In terms of usage, shoppers use front of pack labels when comparing between different products, when they are trying to control their intake of certain nutrients, or when they are trying to lose weight.
The second study was conducted in Australia, and was funded by the New South Wales Health Department, the University of Sydney and several Australian public health and consumer organisations. The results of this study support those from the UK and found that consumers are five times more likely to identify healthy food products when they are presented with a colour-coded traffic light nutrition label than if the information is only presented numerically. The study also showed that the traffic light system is understood equally by all consumers, regardless of socio-economic status, gender or ethnicity.
The results from both studies are in line with EPHA recommendations for a mandatory European labelling scheme. Mandatory and standardised front of pack labelling should utilise the traffic light system. Using just one label format would enhance the use and comprehension of front of pack labels and reduce confusion amongst consumers. The balance of evidence from both studies shows that the strongest labels are those which combine text (high, medium, low) with %GDA and interpretative traffic light colours.
For more information
New South Wales Department of Health
EPHA related articles
*Update* Food Information to Consumers postponed in European Parliament
*Update* EPHA position paper on Food Labelling
Food labelling in the EU : purposes, principles and challenges
