Front of Pack Nutrition Labelling Briefing Session – June 2012 Alette Addison Food Information and Promotions Manager Obesity and Food Policy Branch
Summary of the evidence • Summary of FIR provisions on FoP • Outline of Consultation • Next Steps
What evidence is available? • Employed a range of methodologies • Literature reviews • Quantitative research • Qualitative research • Evaluations • Wide range of countries • UK • Europe • USA • Canada • Australia • New Zealand
What evidence is available? Overall, the research tends to focus on: Consumer preferences of front of pack labelling Consumer understanding of front of pack labelling Consumer self-reported use of front of pack labelling There is limited evidence on: Consumers’ actual useof front of pack labelling Impact of front of pack labelling on consumers’ diet
What does the evidence tell us? Use of front of pack labelling Format of front of pack labelling Presentation of front of pack labelling Alternative forms of expressions Use of logos
Use of FoP Labels Who uses food labels? Women Those with young children Dieters/those with special dietary requirements Higher income, higher education First time purchases Those who use front of pack labelling value it, however front of pack labelling is not readily looked for and will always compete with other aspects of food labelling. Consumers have a tendency to over-report using labels
Format of FoP Labelling • What do consumers look for on food labels? • No evidence available on portion size vs 100g • European Research • Fat • Calories • Salt • Sugar • USA Research • Calories • Saturated fat • Trans fat • Sodium
Presentation of FoP Labelling • Consumers can use and understand most forms of food labelling, however consistency is key • Given the choice, an integrated label is preferred • Consumers prefer ‘non-directive’ food labels • However, limited information on how these labels are used • Overall, consumers prefer a consistent FoP scheme
Additional Forms of Expression • Colour is the most researched AFE • Initially: • Could be misleading (unaware that some colours do/do not have meaning) • More recently: • Can have an impact when instructed to make healthy choice • Helps correct an incorrect intuitive assessment that a product is healthy when it is not. • Helps in differentiating less healthy alternatives (around the red amber cut-off). • Reduces complex decision-making • Aids discrimination between high and low sodiumproducts
Directive Labelling & Logos • ‘Health Logo’ • (FLABEL, Europe) • Swedish ‘Keyhole’ • (Sweden, Denmark, Norway)
Looking Ahead Always on-going research There is already a clear and consistent evidence base
Policy Implications It is important to have nutritional information on the front of pack Consistency in front of pack labelling schemes is key (over and above the specific type of scheme) It is important to have a large market penetration in order to raise awareness in consumers
Provision of Food Information to Consumers - Regulation 1169/2011 Nutrition Requirements • Nutrition Labelling becomes mandatory from end 2016. • Repetition of nutrition information front of pack remains voluntary, but if provided must comply with Regulation formats from end 2014. • Nutrition labelling of non-prepacked foods remains voluntary – but if provided the full mandatory labelling or front of pack formats can be used. Member States can mandate provision of some or all mandatory nutrition provisions. • Alcoholic drinks (>1.2%) exempted from mandatory nutrition but can provide full nutrition or energy only labelling voluntarily whilst Commission consider further (by end 2014).
Front of pack • Voluntary FOP information permitted on either: - energy-only, or - energy plus fat, saturates, sugars & salt • Information can be provided ‘as sold’ or ‘as consumed’ • Information can be provided per portion or per 100g/mls • % Reference Intakes (%GDA) information can be given on a per 100g/ml or per portion basis • Additional forms of expression and presentation are permitted, subject to certain requirements.
Each portion contains Fat 11.3g Saturates 6.9g Sugars 10.2g Salt 1.27g Energy 1532 kJ 366kcal 16% 35% 11% 21% 18% Of your guideline daily amount Additional Forms of Expression Possible to express the nutrition information in different ways to just words and numbers.
Additional forms of expression (AFE) • Must satisfy a number of requirements, such as: • they are based on sound and scientifically valid consumer research • their development is the result of consultation with a wide range of stakeholders • they aim to facilitate consumer understanding • Government able to recommend one or more AFE • Member States must monitor the use of AFE in their territory and report these to the Commission • The Commission will write a report, with the potential for future harmonisation of AFE across the EU, by end 2017
So what issues remain? • As sold or as consumed • Energy or energy + 4 • Per 100g or per portion ( portion size) • GDAs? • AFEs? • Position on pack • Logos and Europe • FIR and ‘pings’.
FIR Options As sold As consumed p/port’n as consumed p/port’n as sold • Energy or Energy + 4 • As sold/ As consumed • Per 100g/per portion
ENERGY ENERGY GDAs/Additional forms of expression • Use of GDA • Use of one form of AFE
Other Issues for FoP • Position on pack • Energy or Energy + 4 • Logos and wider EU harmonisation • Use of ‘pings’.
So Why Consult? • The Provision of Food Information to Consumers 1169/2011finalised • Manufacturers/retailers making changes to labels now • EU research outcomes now known
Consultation • All 4 Governments across the UK • Joint ambitions: • to maintain and extend the use of front of pack labelling across the widest possible range of food and drink products • to achieve the greatest possible consistency in the content and presentation of front of pack nutrition labelling, in a form which is clearest and most useful to consumers
Aims of the consultation • To determine the level of consensus around a consistent front of pack labelling scheme • To collate and explore views from, industry, consumer and others around the use of logos. • To determine how front of pack labelling might support the wider Government agenda • To determine any unknown costs and benefits.
Next Steps • 12 weeks consultation ends 6th August 2012 • SoS meeting key stakeholders during the consultation period. Officials also meeting stakeholders to explore their current positions in more depth • Outcome of consultation considered by all 4 Governments • Summary published • Governments announce next steps