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Food labels confuse shoppers: survey

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Health groups are calling for a new nutrition labelling system on food after a survey found it was easier for shoppers to make healthier choices with a "traffic light" labelling system.

A recent survey by the consumer advocacy group Choice and health groups, including the Cancer Council and the Institute of Obesity, found that more shoppers found it easier to identify healthier food with the system than the current daily intake guide labelling system.

Under the 'traffic light' system, salt, sugar and fat content are given a green, amber or red rating on a label which appears on the front of an item.

The survey found 64 per cent of shoppers could identify healthy food labelled with the daily intake scheme while more than 80 per cent correctly identified healthier foods using traffic light labelling.

Choice's food officer Clare Hughes says consumers from lower socio-economic groups struggled more reading the labels.

"What was interesting is when we looked at the percentage daily intake system there was a clear divide between those consumers from lower socio-economic groups, who had more difficulty using it, compared to those in high socio-economic groups," she said.

"This is particularly important because we know that lower income groups actually have a greater burden of obesity and their health conditions associated with poor diets and unhealthy eating habits."

But food manufacturers say the system is too simplistic and can wrongly classify healthy food as unhealthy.

CEO of the Australian Food and Grocery Council Kate Carnell says the simplicity of the "traffic light" system will cause problems.

"You get scenarios like a serving sultanas and a serving of lollies having the same traffic light, even though the lollies have the double the amount of kilojoules and sugar to the sultanas," she said.

"So it can be quite simplistic."

"The daily intake guide system is a whole range of different information about kilojoules, fats, sugars saturated fats, and salt, and gives the percentage that a single serve would be of an average daily requirement for an adult.

"So it gives you a lot of information to be able to put together a balanced diet."

Supporters of the traffic light labelling system in Australia are hoping the findings of their recent study will catch the attention of food ministers when the Australia and New Zealand Food Regulation Ministerial Council meet.

Based on a report by Paula Kruger for PM

Posted , updated