78% of Brits don’t understand nutrition guidelines, research reveals

78% of Brits don’t understand nutrition guidelines according to new research spoon guru
17/07/2019 - 05:00
Brits may be at risk of serious illnesses as new research by Spoon Guru, the London-based technology start-up, has discovered that 78% of consumers don’t understand the daily recommended levels of salt, fat and sugar consumption guidelines.

It surveyed 2,000 participants from the UK to investigate their spending habits and motivations for purchasing food over the last 12 months (May 2018-May 2019).

67% of the respondents said they had tried and failed to improve their health within the last 12 months. 48% of British people fear death or serious health-related illnesses. The number of people in Britain with diabetes is expected to rise to five million by 2025.

The results highlighted 46% of shoppers would like retailers to do more to encourage healthy eating. This includes 54% of Brits wanting retailers to produce clearer food labels on packaging and shelves, 34% would like taste tests to help discover healthy foods, 33% want healthy recipes and 15% would like further education through the use of in-store nutritionists, cooking courses or apps.

Markus Stripf, co-founder and chief executive of Spoon Guru, said: “Brits are trying to adopt healthier diets, however, there is a need for further clarity around nutrition.

“In particular, how to manage fat, salt, and sugar intake to prevent health-related illnesses. What is also clear from the research is that consumers are open to exploring the ways technology can assist in food discovery.

“The good news is that retailers have already become early adopters of innovative technology to help customers.”

In the last year 53% of British consumers have altered their diets in a bid to boost their health. The cost of their weekly food shop has increased by up to £25 more each week. 

The cost associated with eating healthy proved to be the biggest barrier for 36% of those surveyed, with 58% of respondents claiming they would purchase healthier food if retailers lowered costs.

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