A recent survey conducted by Soil Association Certification found that fewer than half of British consumers trust the information displayed on food labels.
More than half of respondents, 53%, described the information presented on labels as overwhelming, suggesting that the growing number of claims, symbols and certification marks is making it increasingly difficult for shoppers to make confident choices.
Despite the wider lack of confidence in food labelling, the survey found that a majority of consumers were more likely to trust products carrying an organic logo.
The findings have been released to coincide with Organic September, the Soil Association’s annual campaign encouraging consumers to try organic food and learn more about the standards behind organic production.
Soil Association figures indicate that over 80% of British households now buy organic food and drink.