Nutrition labelling is improving nation's diet

Date:
August 12, 2020
Source:
University of Bath
Summary:
Households eat more healthily when retailers display clear
nutritional information on own-brand food products, say researchers.



FULL STORY ========================================================================== Nutritional information displayed prominently on food products which
give consumers information on salt, sugar and calorie content play
a significant role in nudging people towards better dietary choices,
according to new research.


==========================================================================
The study, from health economists at the universities of Bath and
Bristol published in the Journal of Health Economics, is the first to
evaluate the impact of Front-of-Pack nutritional labelling on retailers' store-branded products, which was first introduced back in 2006.

Their results find a reduction in the quantity of labelled store-branded
food purchased (for example ready meals, pizzas, burgers, etc.) and
an overall improvement in the nutritional composition of consumers'
shopping baskets where labelling was displayed. Significantly, these improvements in food shopping habits were most prominently observed
across poorer households.

In 2006, the UK Food Standards Agency (FSA) recommended retailers to
introduce Front-of-Pack (FOP) labelling on their store-brand products on
seven types of foods (ready meals, burgers/sausages, pies, breaded/coated meats, pizzas, sandwiches and cereal). The recommendation was taken up by several UK retailers (Waitrose, Co-Op, Marks & Spencer, and Asda) who each introduced it at different times between March 2006 and September 2007.

Retailers introduced two types of nutritional labelling. Some introduced
a Traffic Light System, a colour-coded scheme denoting the amount of
nutrients by the colours red (high), amber (medium) and green (low),
whilst some others introduced a hybrid system incorporating both a
traffic light system and Guideline Daily Amounts (GDAs), where both
colours and the contribution that each of these nutrients make towards
the adult GDA were displayed.

By drawing on differences observed in the food choices of consumers who
shopped in stores where labelling was displayed, to changes for consumers shopping elsewhere, the results from the new study show that on average,
as a result of labelling, households improved the quality of their diet
by reducing the total monthly calories from labelled store-brand foods by
588 Kcal, saturated fats by 14g, sugars by 7g, and sodium by 0.8mg. Hybrid labelling was found to be most effective at shifting choices.

The research comes as the UK government sets out its new obesity strategy
in response to covid-19, unveiling as part of it a number of measures
including menu calorie labelling to help people make healthier choices
when eating out.

The team behind the study say these new results can help inform future
policies in this area.

Lead researcher, Dr Eleonora Fichera from the Department of Economics at
the University of Bath explains: "Our results suggest that nutritional labelling on food products can play an important role in starting to
shift behaviours towards more healthier food choices whether that be
during the weekly shop in a supermarket, or potentially through new
healthier menu choice options.

Labelling has a dual effect in better informing consumers about the
nutritional value of the products they put in their shopping basket, but
it may also incentivise manufactures towards better quality food products.

"This of course is not a panacea to solve the obesity problem, which
is multi- faceted and needs to be tackled with a much more systemic
approach. But these results provide policymakers with further evidence
that such measures can make an important contribution."

========================================================================== Story Source: Materials provided by University_of_Bath. Note: Content
may be edited for style and length.


========================================================================== Journal Reference:
1. Eleonora Fichera, Stephanie von Hinke. The response to nutritional
labels: Evidence from a quasi-experiment. Journal of Health
Economics, 2020; 72: 102326 DOI: 10.1016/j.jhealeco.2020.102326 ==========================================================================

Link to news story: https://www.sciencedaily.com/releases/2020/08/200812144059.htm

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