MARKET TRADER, NOVEMBER 9 - 22, 2018


NEWS 19


Ubamarket, creator of the award-winning retail app, has commissioned nationally representative research to find out the nation’s attitudes towards food labels, and in response to the results it will be launching a new allergen alerts feature on its supermarket shopping app. A surprising 44 percent of Brits


suffer from at least one allergy, a trend that has been on the rise in recent years, with many intolerances and allergies going undiagnosed.


Ubamarket’s research found that:


44 percent of respondents said that food labels are difficult and at times impossible to read


25 percent are vegetarians, vegans and/or Coeliacs who have eaten meat, dairy or wheat because of poor labeling


30 percent say food labels make it harder to maintain a healthy diet


19 percent have had an attempt at a vegetarian, vegan or gluten-free diet scuppered by confusing food labels


28 percent say that complicated food labels are the primary reason they find dieting difficult


52 percent agreed that the complicated nature of UK food labels make it difficult for people with dietary requirements to


make informed decisions about their food


39 percent don’t feel that they know enough about the ingredients in the food they eat


44 percent wish there was a solution that made figuring out food ingredients easier


For those of us with allergies,


dietary requirements, health concerns or simply those that don’t enjoy certain ingredients, food labels are essential. However, Ubamarket’s research has found that almost 23 million shoppers find the labels impossible to read, and concludes that what should be an informational tool is not serving its purpose. With the UK retail arena under


acute scrutiny, supermarkets need to become aware that consumers shop with more thought and consideration of nutritional and ingredient contents, choosing specific diets that they are committed to sticking to. Once supermarkets are ready to address this, the next step will be implementing structures to make those consumers feel that their unique nutritional habits are being catered for. In light of this research,


Ubamarket will be launching its new Allergen Alerts feature, bringing the small print to life and aiming to


Most common dietary mishaps 81 percent of the nation are not aware that soy sauce contains gluten


79 percent do not know that ice- cream contains gluten


32 percent are not aware that pesto is not non-vegetarian, even though most pesto is made using grana padano cheese


18 percent erroneously believe that parmesan is vegetarian, when in fact it is made using rennet, a by-product of the calf meat industry


16 percent believe that crisps are vegan when most crisps contain dairy products


One in 100 UK residents suffers


from Coeliac disease, meaning they are unable to properly digest gluten and therefore cannot consume many of the food we take for granted. As well as those that suffer from Coeliac disease, a further 8.5m Brits have opted to go


(Photo: Frans Persoon)


gluten-free for health reasons. The free-from market grew


by 36 percent in 2017, rising to £230m, and this is expected to increase. Supermarkets have had to service a growing consumer base by dedicating sections of the supermarket to free-from food. However, Ubamarket’s research


has found that a quarter of the nation that have been, or still are vegans, vegetarians and/or gluten-free have accidentally eaten the wrong food because of poor labelling Will Broome, CEO and founder


of Ubamarket, commented: “Food labels in their current form are not serving their purpose. If 23 million British shoppers claim that they are impossible to read, supermarkets, suppliers and regulators should


make commitments to reforming food labelling standards. “The British public have shown


in recent years that their health and diet are very important to them, what with the rise in demand for free-from and vegan & vegetarian items.


“And yet the complicated


terms used, not to mention the unnecessary effort involved in identifying particular ingredients that may make an item unsuitable, still result in millions of Brits accidentally consuming food that is either unhealthy, dangerous or misaligned with their convictions. “Our new allergy alerts feature


will make it easier for consumers to identify the foods that comply with their dietary requirements and lifestyle choices.”


make sure that UK consumers are informed and knowledgeable about the food in their trollies. UK shoppers will be able to


scan items using the Ubamarket app and receive an alert for any allergens, including whether the item is suitable for vegetarians and vegans.


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