80% of consumers misunderstand HFSS and ‘from concentrate’ messaging, report shows

The insights report from Purity Soft Drinks dives into some of the latest Soft Drink and Juice consumption trends and flags up consumer confusion when it comes to well-known phrases and legislation impacting everyday life.

In a post-pandemic world, there is a heightened focus on health, but despite this there are clear knowledge gaps that are arguably impacting consumers in making informed choices when it comes to the food and drink that they choose to consume.

Despite standing for ‘High Fat, Salt and Sugar’, 22% of consumers that claimed to have heard of ‘HFSS’ thought that it stood for ‘Healthy Food, Sizes and Servings’.

However, more than half of British adults (53%) reacted positively when finding out what HFSS is and its intention, demonstrating the need for education and support around the legislation.

There is a similar degree of confusion regarding ‘from concentrate’ when it comes to Juice or Juice Drinks – with only just over half (55%) claiming to know the difference compared to ‘not from concentrate’.

Perceptions of ‘from concentrate’ fruit juice is also polarised, with the same amount of consumers perceiving it to be both ‘fresh’ as well as being ‘artificial’.

Also, despite Juice and Juice Drinks made from concentrate delivering essential nutrients, including vitamins and minerals, in many cases, only 19% of consumers viewed the ‘from concentrate’ descriptor as an indicator for ‘healthy’.

There is also notable degree of information failure when it comes to some of the descriptors around sugar, with only 32% being confident of knowing the difference between ‘free sugars’ and ‘added sugar’.

Sarah Baldwin, Purity Soft Drinks CEO and board member of BSDA, said: “We know the importance of offering healthy hydration options for the public. After recent world events, health and mindful consumption have never been so important, so it is troubling that there is confusion in relation to certain common phrases.

“When it comes to legislation, we are constantly part of these evolving conversations, but we can’t expect the public to necessarily always be aware. It’s important to be sharing information like this and ensuring that people can make the best and most informed decisions that are right for them.”