Mislabelled or unclear food labels and packaging, pose a significant threat to consumers with food allergies, as highlighted by recent research from GS1 UK. The study found that 56 % of people that have experienced allergic reactions, was due to incorrect or confusing labels. To address this issue, GS1 is promoting the use of next-generation barcodes with QR code, which can be updated in real-time to ensure accurate and accessible product information.
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Over Half of Allergic People in UK Affected by Mislabelled Packaging
A substantial 60 % of shoppers with allergy-related dietary requirements rely on in-store product packaging to learn allergen information, yet only 24 % always find the ingredients or warnings they need. Distrust in the information provided on labels is notably higher among those with food allergies (12 % compared to 7 % among those without), while the main consumer concerns include label accuracy, vague language, small text, and a lack of provisions for specific needs.
Over half of the respondents in GS1’s survey attributed allergic reactions to misleading or unclear labelling, with 23 % experiencing multiple reactions. This uncertainty leads to significant anxiety, with 7 in 10 individuals feeling nervous about eating food not prepared by themselves or a close family member.
Urgent Need for Clear and Consistent Labelling
The research also reveals widespread confusion about what Precautionary Allergen Labelling (PAL) terms like ‘may contain’ and ‘free from’ mean. Many consumers believe that ‘free from’ means entirely free from specific ingredients, which is not always the case. Additionally, there is no clear definition of ‘may contain’ among manufacturers, and PAL is voluntary, with no legal or regulatory guidance.
UK’s Achievements on Next-Generation Barcodes
As found in GS1 UK’s research, people with food allergies are more likely to be influenced by detailed product information available via QR codes (83 % vs. 58 % of those without allergies).
In response to this mislabelling problem, GS1 UK piloted next-generation barcodes, which combine linear barcodes with QR codes, to address these issues. QR codes can be scanned in stores and at checkouts, providing instant access to comprehensive product data.
Collaborating with over 50 brands, including leading UK retailers like Tesco, the company is accelerating barcode adoption and preparing for point-of-sale scanning.
Conclusion
Accurate food labelling and accessible packaging information are crucial for consumer safety, and particularly for individuals with food allergies. The adoption of next-generation QR codes offers a promising solution, providing detailed, real-time product information that can save lives and reduce anxiety for people suffering from allergies.
