The percentage of U.S. consumers who read federally mandated nutrition labels on food products is declining even as the Food and Drug Administration (FDA) moves forward with plans to overhaul the program, according to a new report from NPD Group.
The global research company said 24 percent of consumers surveyed now do not read the labels, a sharp increase from the 15 percent reported 10 years ago. Consumers who do read the labels also have shifted their focus toward the amount of sugars included per serving rather than the calories that generated the most attention in previous surveys. Calorie counts are now the second-most popular item checked by consumers these days, NPD reported.
The fact that labels have not been updated for 20 years is one of the reasons consumers are tuning them out, explained Darren Seifer, food and beverage industry analyst at NPD. “The fact that there is a new label and it will be more reflective of consumer interests and how they actually eat may recapture their interest,” he added.
The FDA changes include listing added sugars for the very first time in addition using portion or serving sizes that better reflect what the average consumer actually eats. The FDA estimates that about 20 percent of all nutrition labels will be affected by the changes and food manufacturers will have until July 2018 to comply with the new rules.