Introducing “activity equivalent” calorie labelling to tackle obesity

Key points
  • Over two-thirds of adults in the UK are now overweight or obese
  • Most common cause of obesity is consuming more calories than you burn off
  • Food industry introduced nutritional labelling to aid consumers in making more informed choices
  • Consumers spend, on average, 6 seconds looking at food before purchase and understand symbols better than numeric information
  • Evidence suggests activity equivalent calorie labelling has the potential to help moderate calorie intake
  • Almost two-thirds (63%) of people would support the introduction of activity equivalent calorie labelling
  • Over half (53%) of people would positively change their behaviour after viewing front-of-pack activity equivalent calorie labelling
  • After viewing activity equivalent calorie labels compared with current traffic light front-of-pack information, people were over 3 times more likely to indicate that they would undertake physical activity.