Transcript Front of Pack labelling consultation DOH 2012

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?
• Wide range of
countries
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UK
Europe
USA
Canada
Australia
New Zealand
• Employed a range of
methodologies
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Literature reviews
Quantitative research
Qualitative research
Evaluations
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 use of 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?
• European Research
– Fat
– Calories
– Salt
– Sugar
• USA Research
– Calories
– Saturated fat
– Trans fat
– Sodium
• No evidence available on portion size vs 100g
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 sodium products
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
The Provision of Food
Information to Consumers
Regulation 1169/2011
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
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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.
Additional Forms of Expression
Possible to express the nutrition
information in different ways to
just words and numbers.
Each portion contains
Energy
Fat
Saturates
Sugars
Salt
1532 kJ
366 kcal
11.3g
6.9g
10.2g
1.27g
16%
35%
11%
21%
18%
Of your guideline daily amount
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?
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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
kJ/kcal
756/213
kJ/kcal
kJ/kcal
284/1008
kJ/kcal
284/1008
per portion
Per 100g
kJ/kcal
• Energy or Energy + 4
• As sold/ As consumed
• Per 100g/per portion
kJ/kcal
756/213
672/160
672/160
Per 100g
p/port’n as sold
per portion
Per 100g
Per 100g
Per portion as sold
Per portion as consumed
FAT
SAT FAT
SUGAR
SALT
6.7g
1.8g
1.2g
0.69g
ENERGY
kJ/kcal
438/105
per sausage
ENERGY
kJ/kcal
284/1008
FAT
SAT FAT
SUGAR
SALT
6.7g
1.8g
1.2g
0.69g
Per 100g
Per 100g as sold
ENERGY
kJ/kcal
438/105
per sausage
ENERGY
kJ/kcal
756/213
Per 100g
Per 100g as consumed
FAT
SAT FAT
SUGAR
SALT
14.9g/100g
4.1g/100g
2.7g/100g
1.53g/100g
ENERGY
kJ/kcal
756/213
Per 100g
FAT
SAT FAT
SUGAR
SALT
19.9g/100g
5.5g/100g
3.6g/100g
2.04g/100g
ENERGY
kJ/kcal
1008/284
Per 100g
GDAs/Additional forms of
expression
• Use of GDA
• Use of one form of AFE
Reference intake of an average adult (8400kJ/2000kcal)
MED
FAT
LOW
SAT FAT
LOW
SUGAR
LOW
ENERGY
ENERGY
kJ/kcal
kJ/kcal
756/213
SALT
672/160
6.5g
0.8g
0.6g
0.2g
9%
4%
1%
3%
% of reference intake per sausage
8%
11%
Per 100g
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