Labelling
In line with W21, 40% have/shop for someone who has some form of eating constraint. 29% of consumers shop/cook for someone with an allergy, intolerance or need to avoid certain foods which makes labelling very important. Results are similar to W21.
| Type | W22 July 2026 | W21 December 2025 |
|---|---|---|
| Flexitarian | 8% | 10% |
| Vegetarian | 6% | 7% |
| Pescetarian | 4% | 4% |
| Vegan | 2% | 2% |
| Intolerant to certain foods or ingredients | 10% | 8% |
| Avoid certain food for medical reasons other than a food allergy | 9% | 8% |
| Allergic to certain foods or ingredients | 9% | 8% |
| Avoid certain food for religious or cultural reasons | 3% | 5% |
| Avoid certain foods for other reasons | 12% | 10% |
| Other | 0 | 1% |
| None | 59% | 60% |
Food labelling
Information about use-by/best before dates followed by ingredients and cooking instructions remain the most important elements for consumers. W22 saw increases in looking for ingredients and cooking instructions compared to W21. Storage and calories was information sought for by just over a third.
| Information | W22 July 2026 | W21 December 2025 | W20 July 2025 |
|---|---|---|---|
| Use-by dates / best before dates | 68% | 64% | 68% |
| Ingredients | 52% | 47% | 51% |
| Cooking instructions | 50% | 45% | 49% |
| Storage information | 38% | 36% | 39% |
| Number of calories | 37% | 35% | 33% |
| Country of origin | 30% | 27% | 29% |
| Colour coded (traffic light) nutrition information on the front of the pack | 27% | 27% | 28% |
| Organic / sustainable / Fairtrade | 18% | 16% | 18% |
| Allergy information | 18% | 18% | 18% |
| Suitable for vegetarian / vegan diets | 12% | 12% | 12% |
| I never look at labelling on food products | 10% | 12% | 10% |
Most agreed that information on food labels is clear and understandable. However, over half worry about discrepancies between the food label and ingredients and just under two fifths worry about food poisoning when eating out.
| Statement | W22 July 2026 | W21 December 2025 | W20 July 2025 |
|---|---|---|---|
| The information on food labels is clear and understandable | 74% | 76% | 76% |
| It worries me that what’s in my food might not be what’s on the label | 53% | 56% | 54% |
| I worry about getting food poisoning when I eat out | 37% | 41% | 40% |