Shoppers happier with 'traffic light' food labelling

Oct 1 2008

A recent survey by a consumer advocacy group in Australia has found that a "traffic light" labelling system is more popular with the public than the current daily intake guide labelling system.

The consumer group Choice along with the Cancer Council and the Institute of Obesity, says shoppers find it easier to identify healthier food with the "traffic light" system where salt, sugar and fat content are given a green, amber or red rating on a label which appears on the front of an item.

The survey was conducted in four different shopping centres in Sydney and Newcastle and covered a cross-section of socioeconomic groups.

The colour-coded traffic lights system was developed by the UK Food Standards Agency and it is seen as a useful tool for helping consumers to make healthier food choices.

The system ranks the total fat, saturated fat, sugar and salt as high, medium or low and gives a red, amber or green light accordingly.

According to the survey 64% of shoppers were able to identify healthy food labelled with the daily intake scheme compared to more than 80% who correctly identified healthier foods using traffic light labelling.

Choice says consumers from lower socio-economic groups had more difficulty reading the labels compared to those in high socio-economic groups.

This is particularly important says the consumer group because it is lower income groups that have a greater burden of obesity and the health conditions associated with poor diets and unhealthy eating habits.

Food manufacturers are not convinced and say the system is too simplistic and can wrongly classify healthy food as unhealthy and the "traffic light" system will cause problems.

The Australian Food and Grocery Council says the scenario could be one of a serving sultanas and a serving of lollies having the same traffic light, even though the lollies have the double the amount of kilojoules and sugar to the sultanas.

The AFGC says the daily intake guide system gives a whole range of different information regarding kilojoules, fats, sugars saturated fats, and salt, and also the percentage that a single serve would constitute in terms an average daily requirement for an adult and is more useful in putting together a balanced diet.

Advocates for the traffic light labelling system in Australia are hoping the findings of their recent study will catch the attention of food ministers when the Australia and New Zealand Food Regulation Ministerial Council meet.