From the amount of calories and fat to protein and fiber, food labels contain a wealth of information. But do we understand them? WH investigates
If you’ve ever found yourself mid supermarket shop staring down at the food labels, thinking, ‘Do I really know what’s in this stuff?’ you’re not alone.
According to a 2020 study published in Public Health Nutrition – where researchers conducted two experiments to assess consumer understanding of whole grains on food labels (focusing on bread, cereal and crackers) – we seriously struggle to decode these labels. In fact, nearly half of the 1,000 adults who took part in this particular study mistook the less healthy options for the ‘better’ ones.
And with health experts now ramping up calls to improve our diet – after new research links ultra-processed foods to raised blood pressure, heart attacks and strokes – it begs the question; when so many of us are using the information on food labels to attempt to accurately monitor our calorie intake (or decipher which product is ‘healthier’ for us) how do we know which labels to trust?
Food labelling has always caused a lot of confusion for consumers since there is so much information on the packet, says registered nutritionist Rob Hobson, ‘ironically to help provide clarity and transparency as to what is in the food they are buying’.
But while labelling can be useful, they’re tricky to interpret. ‘Health claims were designed to help consumers find food with an added health benefit,’ says Hobson. ‘Yet almost all foods with health claims are actually ultra-processed, which makes things very difficult for consumers when it comes to making healthier choices.’
So how exactly are the health claims on food packaging impacting our perceptions?
‘Since the pandemic, the majority of us are more aware of how our diet impacts our general health and wellbeing,’ says Kris Komlosiova, co-founder of healthy food brand, Pollen + Grace.
‘This means most of us are looking to make healthier choices when buying food and drink, and health claims are incredibly important to help guide these decisions.’
Komlosiova believes the majority of the public will perceive a product with a health claim as healthier than one without it, but she says not all health claims mean products are ‘actually holistically truly healthy and unfortunately there is a lot of greenwashing and health washing out there’.
‘For example, gut health is a huge trend right now, so you will find a lot of products making a claim they’re good for your gut purely based on the inclusion of a specific ingredient or their fibre content,’ she explains. ‘Yet, they might be full of artificial sweeteners, colourings and other unnatural substances that are certainly not healthy if consumed often.’
What are the common challenges when it comes to understanding food labels?
The number of ingredients
The biggest challenge? The sheer quantity of ingredients and complexity of ingredient lists used, says Hobson. ‘Especially with the rise of ultra-processed foods, it can be bewildering for consumers, making it difficult to discern what they’re looking at in some cases. This is particularly common in the plant-based category.’
In fact, while 25% of shoppers say they would like to see more plant-based food-to-go options, the truth is that not all plant-based products are equal, he says – citing that health is the highest reported driver for most consumers choosing plant-based products over their conventional counterparts.
The traffic light system
Hobson also says that the traffic light labelling system can be problematic. ‘While the traffic light labelling system provides a quick way to assess fats, salt, and sugar content, which can be helpful in food on the go – due to the need for quick decision making – it can be confusing as it presents nutrient amounts in grams per serving, then a percentage of your daily energy intake for these nutrients in 100g, rather than for the portion size.’
The confusing names
‘Ingredients with multiple names may sound healthy but are essentially high-sugar sweeteners,’ says Hobson, who cites examples including; carob syrup, agave nectar, barley malt, and fruit juice concentrate.
‘Expiration dates on food can also be misleading,’ he adds, ‘leading to unnecessary food waste, especially when consumers can often rely on their senses to determine food edibility.’
What can be done to ensure food labels are accurate and not misleading?
Komlosiova believes that regulatory agencies should look at health ‘more holistically, looking beyond protein and fiber or the reduction of fat, sugar, and salt’.
Although these metrics are important and widely understood by some consumers, they can also be misleading. ‘Products labelled as low in fat or high in protein are not always necessarily healthy, as sometimes they can be highly processed foods packed with stabilizers, emulsifiers and fillers,’ she explains.
Hobson agrees: ‘High protein has become synonymous with “healthy” but some products, like certain high-protein bars, may contain a significant amount of sugar and other less healthy ingredients. The same can be true for vegan and plant-based foods, which are often perceived as healthy but may be highly processed and contain high levels of fat, salt and sugar alongside many additives used to create the right texture, flavor, and mouthfeel.’
Clearly, all food and drink categories should adhere to the same rules when it comes to labelling, so it’s easier for shoppers to understand what each label means.
‘Food labelling regulations also need to be reviewed on a more regular basis and need to consider the latest research and scientific evidence that is available,’ adds Komlosiova.
‘In some cases, food labelling standards can be incredibly restrictive and outdated, and in others, they lag behind science results in loopholes and grey areas. It’s crazy that we cannot make a health claim if a product is high in saturated fats due to the use of nuts or completely natural coconut milk, yet some soft drinks in the market can promise mental clarity and reduced stress.’
Key takeaway
Always check the back of the pack – especially if you are buying something for its health benefits or health claims. Lots of supermarkets also highlight the energy, fat, saturated fat, sugars and salt content on the front of the packaging, and some of these labels use red, amber and green color coding. Products that have mostly green on the label tend to be healthier choices.
Written by Alice Barraclough ~