Food labelling too complicated

LABEL CONFUSION: Food labels are too confusing for shoppers, new research shows.

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Nutrition labels on food packets are a waste of time because most of us are not clever enough to understand the maths or too pressured for time to take it all in, a new study shows.

And current labelling does nothing to counter the obesity epidemic, say the researchers, from Massey and Otago universities.

Janet Hoek, of Otago University's department of marketing, says the findings should worry health advocates who consistently emphasise individual responsibility.

Food labelling varied greatly and simply confused consumers. The figures on the recommended percentage of daily intake required "a level of attention that was incompatible with consumers' normal shopping behaviour" and required mathematical skills most shoppers did not possess. Harassed parents especially wanted to be in and out of shops quickly.

"We suggest policy makers who wish to reduce obesity should ensure that nutrition labels suit consumer needs rather than manufacturers' objectives and recommend they place a priority on public health considerations when evaluating front-of-package labelling options."

The research also found that shoppers needed more education so they could compare similar products and understand - for example, labelling that described a product as low in fat but high in sugar.

Standardising front-of-package information could have an important public health benefit, the researchers say.

Despite a move to "traffic light" labelling (red for unhealthy, orange not very healthy and green for healthy), food manufacturers said the system is too simple, and some research participants agreed.

Fight the Obesity Epidemic, a charitable trust, believes the traffic light system is the best way to provide shoppers with simple nutritional guides.

But Heart Foundation spokesman Dave Monro said more work was needed on a system that would be widely understood by all groups of New Zealanders and delivered public health improvements.

An independent review of food labelling is currently under way with a final report expected to be with the Australian and New Zealand Food Regulation Ministerial Council in December.

Food and Grocery Council CEO Katherine Rich said that although labelling was a vital issue, she believed the sample size of the research was too small.

"You can't solve the obesity problem through a product label. Labels play an important part in conveying information but it's important not to pretend it's the only solution."

- © Fairfax NZ News