The IGD's Consumer Watch Report into Healthy Eating discovered that 61% of consumers look for product information on food labels to help them eat healthily, an increase of 13% since 2000, and that 34% wanted clearer labelling.
Fat content was the first thing they looked for followed by ingredients list and calorie content. However, many consumers thought labels were illegible because of font size or colour contrast in label design. Even when they were legible, consumers did not have time to read them or simply did not understand them.
IGD chief executive Joanne Denney-Finch said: "The challenge is to provide information in a format that is clear, simple and follows legislative guidelines, yet contains enough information."
>>p12 Obesity: suppliers not to blame