Label awareness is the biggest habit change

Although 93% of shoppers say they are aware of the sugar tax on soft drinks announced in the Spring Budget, the biggest change in behaviour has been an increase in the number of shoppers reading food and drink labels, according to the Bridgethorne Shopper Index.

Reading labels more often​

While 48% of us are reading labels more often than before, just 34% have given up or reduced their intake of foods like cakes or biscuits, while 30% have reduced their consumption of fruit juices.

Meanwhile, only 22% say they have begun restricting foods eaten by others in their household and just 19% are buying low or no-sugar confectionery.

Sugar intake rise​

Despite this, concern about sugar intake rose to 52% from 49% in August 2015.

More than half of all respondents said they either rarely (32%) or never (26%) take any notice of government food advice, compared with 39% who say they sometimes do and just 2.4% who always do.