British shoppers demand mandatory ‘traffic light’ labels

A new study by consumer advocate Which? has revealed that British shoppers are increasingly demanding a mandatory overhaul of front-of-pack (FOP) nutrition labelling to combat confusion in the supermarket aisles.

The findings put fresh pressure on the UK government and food manufacturers to standardise the “Traffic Light” system, which uses red, amber, and green color-coding to signify levels of fat, saturated fat, sugars, and salt. While currently voluntary, the report suggests that inconsistent adoption across the industry is hampering the public’s ability to make healthy choices.

The research highlights a significant discrepancy in how food is labelled. While most major supermarkets have adopted the colour-coded system, many global food brands and convenience manufacturers continue to use monochrome labels or omit front-of-pack data entirely.

According to Which?, one-third of shoppers now check nutrition labels before considering price or brand loyalty. This is particularly prevalent in high-sugar categories like breakfast cereals and snacks, where consumers are increasingly wary of hidden additives.

One of the most contentious issues raised in the report is the use of “manipulated” portion sizes. Shoppers reported frustration with products that appear healthy at a glance — displaying “green” or “amber” lights — only to find the data is based on a fraction of the actual pack, such as half a biscuit or a single slice of a large pizza.

“Consumers want honesty,” the report stated. “There is a clear call for standardised, real-world portion sizes that reflect how people actually eat, rather than serving sizes designed to hide high levels of salt or fat.”

For food and drink producers, the Which? study serves as a clear signal that the era of voluntary signposting may be ending. The consumer champion is urging the government to make the Traffic Light scheme a legal requirement across all pre-packaged foods.

Industry analysts suggest that such a move would trigger a massive wave of product reformulation. Faced with the prospect of a prominent “Red” warning for sugar or salt, many manufacturers may be forced to tweak recipes to reach the “Amber” or “Green” safety zones.

The study also found that the “Percentage Reference Intake” (% RI) frequently found on packaging is often misunderstood by the general public. Shoppers indicated a preference for simplified, larger icons that focus on color-coding rather than complex mathematical percentages.

As the UK continues to battle a national obesity crisis, the push for clearer labelling is seen as a vital tool for public health. “Transparency shouldn’t be optional,” said a Which? spokesperson. “By making these labels mandatory and consistent, we can take the guesswork out of the weekly shop.”