Shoppers confused by 'traffic light' food labels, says study

31 August 2015

Nutritional labels on food packaging are confusing to consumers and may be hindering attempts to promote healthy diets and reduce obesity, according to a new study from the University of Birmingham. An article about the research is published in the Journal of Customer Behaviour.
The report finds that while most people check front-of-pack labels and recognise their importance, the ‘traffic light’ system used by many retailers is ambiguous to consumers, who also suffer from ‘information overload’ and a lack of contextual knowledge. Overall, one in seven of the decisions taken by respondents were incorrect (News Item University of Birmingham, 3 July 2015).
Click here for the news item.
Click here for an abstract of the published article.

If you have any questions about this subject, please contact us:, +31-(0)182-512411. This item is also included in our monthly overview, the NVC Members-only Update.