– Source:Diet-related health conditions, such as diabetes, hypertension and obesity, are on the rise in Kenya, putting immense strain on already over-stretched public health systems. These conditions are often driven by high intake of sugars, salts and unhealthy fats. So it’s more critical than ever for consumers to understand what’s in the foods they’re buying.
But making sense of nutrition information isn’t always straightforward, especially with the small, complex labels on the back of most packages.
Our recent study examined whether front-of-pack food labels could help Kenyan consumers make better choices. We tested three types of label designs to see which one was most effective at helping people identify nutrients of concern and make healthier purchase decisions.
Front-of-pack labels are simplified labels on the front of food packaging, designed to help consumers quickly assess healthiness through symbols, colours, or ratings. Examples include providing a “high in sugar” warning. In contrast, back-of-pack labels provide mandatory, detailed information such as full ingredient lists, nutrition facts and expiry dates typically in a standardised, text-heavy format on the back or side. Front-of-pack labels aren’t mandatory in all countries but back-of-pack labels are.
Many countries, including Chile, Mexico and Israel, have already introduced mandatory warning labels. Research shows that there has been a positive impact on public health.
Kenya is planning to take a major step in promoting public health by introducing a front-of-label system that will rank packed foods and non-alcoholic beverages based on their nutritional quality. Currently, packaged foods in Kenya are required to list ingredients, but this information can be hard to interpret. Front-of-pack labels will simplify this by highlighting key nutritional facts at a glance.
The new system will also guide policies like restricting marketing of unhealthy foods to children and other measures to improve Kenya’s food environment. With rising obesity and diet-related diseases driven by a shift from traditional foods to processed options, changes are urgently needed.
We have been involved in food environment policies research for the last five years. Our study emphasises the potential of front-of-pack food labels to affect consumers’ choices. Presenting clear information about a product’s nutritional content on the front of packaging could shift consumer behaviour towards healthier choices. In turn, this could lead to better public health outcomes.
Testing three label types
The study randomly assigned participants to different label types to compare the results fairly.
The study involved 2,198 adults from four counties: the capital, Nairobi; Mombasa, the second largest city; Kisumu, which is home to the third largest city; and Garissa in north-eastern Kenya. Participants were randomly assigned to one of three label types: red and green octagon label (RG), red and green octagon with icons (RGI), and black octagon warning label (WL).
Each label had a unique approach to highlighting sugars, fats and salts, which are the nutrients linked to diet-related diseases.
The Red-Green (RG) label used the colours red and green to show if a product had high or within-threshold levels of salt, sugar, fat, or saturated fat. Red meant the nutrients were above the set threshold, making that food unhealthy, while green meant it was below the set threshold levels.
The Red-Green with Icons (RGI) label worked like the RG label and it also included icons (like a spoon for sugar, a salt shaker for salt) and abbreviations (F for fat, SF for saturated fat) to make it easier to understand.
The black octagon Warning Label (WL) only appeared on products high in salt, sugar or fats, with a clear “high in” warning message to alert consumers.
Each participant was asked to evaluate a sample of food products based on the label type they were shown. They were also asked about their purchase intentions and perceptions of the products’ healthiness.
First, the study participants were shown images of packaged foods without any labels, and they were asked to answer questions about them. Then, study participants were shown the same images, but this time with a front-of-pack label added to the images. They were then asked the same questions again to see if the labels influenced their responses.
Our results showed that warning labels were the most effective in helping consumers identify foods high in sugars, salts and fats. Participants who saw the warning labels were more likely to recognise unhealthy packaged food products and less likely to choose them, compared to those who used the Red and Green labels.
In the same study we asked consumers about awareness and use of labels and we found that approximately two thirds (64.3%) reported being aware of food labels, while 55.0% reported reading nutrition information before purchasing products.
Next steps
Our research provides a strong evidence base to support policymakers in adopting mandatory front-of-pack labelling.
Moving forward, establishing a clear regulatory framework that mandates simple, effective and standardised labelling systems is essential in reducing diet-related diseases. Ensuring these labels are easily understandable and prominently displayed on all packaged foods will empower consumers to make healthier choices, particularly those in low- and middle-income communities, who are at higher risk of poor dietary outcomes.
Several law-making processes are in place that Kenya could use to implement mandatory labelling. But efforts are needed to identify and pursue the most effective route to effective legal change.
Shukri F. Mohamed receives funding from the International Development Research Center.
By Shukri F. Mohamed, Research Scientist, African Population and Health Research Center
