Exploring the effectiveness of policy options for added sugar labelling on purchasing behaviour in Australian adults

Manufacturers of packaged foods often add sugar to products such as breakfast cereals, yoghurts and drinks. Packaged foods are a key source of added sugar in Australians’ diets, with over half of Australians consuming levels of added sugar that are harmful to health, including dental health. Food Standards Australia New Zealand (FSANZ) is currently exploring ways to label products to help consumers to select foods lower in added sugar. In an online study with more than 2500 Australian parents, we tested how 7 different labelling options for added sugar affected the likelihood of consumers selecting breakfast cereals, yoghurts and drinks high in added sugar. Additionally, we surveyed support for added sugar labelling and policies. While we found no impact on the likelihood of selecting a high sugar food for any of the seven labels, significant consumer support exists for the introduction of added sugar labelling on packaging. Nearly 85% of consumers agreed that “we need to set higher standards for how the food industry labels the food we eat”. While more research is needed, the key takeaway is consumers do strongly support clear added sugar labelling on packaging. But our findings suggest that public education campaigns are needed, targeting key population groups, including those with low literacy and numeracy, to ensure the success of these labelling measures to support consumers’ health and wellbeing.