NSF research has unveiled that Brits are calling for increased clarity, transparency, and standardization in food labeling.

NSF, a global leader in food safety and quality, has released new research findings into the state of food labelling practices in the UK. The study, which was conducted by NSF’s EMEA Manager of Regulatory Affairs and Trading Law, Katie Glover, highlights critical insights into consumer expectations and the effectiveness of food labelling practices.

According to the research, which was released on Wednesday 8 January, 2025, consumer engagement with food labelling is on the rise. More than three quarters of UK adults (76%) now read food labels before making a purchase, with this figure rising to 82% among 18-34-year-olds. Additionally, almost half of consumers (45%) pay more attention to food labelling now than they did five years ago.

Glover explains the importance of these findings, stating that “NSF’s research underscores the critical role of food labelling in shaping consumer choices and promoting public health in the UK.” She adds that as consumer demands evolve, there is a clear need for the food industry to adapt and provide more transparent, accessible, and reliable labelling practices.

The research also reveals several challenges that the food industry must address. These include the complexity of nutritional information, the need for standardised sustainability metrics, and varying levels of comprehension across different age groups.

One of the key findings is that consumers prioritize comprehensive processing information (70%) and detailed allergen information (65%) as the most valuable additions to food labels. However, more than a third of Brits (36%) admit to struggling to interpret food labels, and less than half (49%) feel that current labels provide sufficient information for making healthy food choices.

Sustainability is another important aspect of labelling for consumers, with only 29% of UK adults believing that current food labels adequately address sustainability issues. This highlights a significant gap between consumer expectations and the current state of food labelling.

The research also reveals a generational divide when it comes to trust in health claims on food labels. While 60% of 18-34-year-olds find them trustworthy, only 25% of those over 55 do.

However, there is potential for businesses to capitalize on consumers’ desire for more comprehensive and transparent labelling. The study found that 32% of UK consumers are willing to pay more for products with these qualities, with an average premium of 9-12%.

Glover emphasizes the importance of prioritizing clarity, standardization, and transparency in food labelling, stating that it “empowers consumers to make more informed decisions about their food choices.” She adds that this not only contributes to better public health outcomes but also fosters a more sustainable food system and builds greater trust between food manufacturers and the British public.

Clearer labelling also presents a win-win situation for both businesses and consumers. For consumers, it empowers them to make more informed choices about their diet and overall well-being. For businesses, it can lead to increased sales and consumer trust.

NSF is committed to working with the food industry to develop innovative solutions that meet evolving consumer expectations and regulatory requirements. The full whitepaper, offering detailed insights and recommendations, is available on the NSF website.

For more information about food labelling requirements and NSF’s services, visit nsf.org.