Soft drinks_on the go_Costcutter Epsom

Only one in six British consumers have heard of High Fat, Salt & Sugar (HFSS) legislation, with just 4% being able to correctly identify what it means.

A survey of 1,500 consumers, carried out by Purity Soft Drinks revealed the lack of awareness surrounding the legislation which concerns the location of products and pricing mechanics for affected categories.

The first phase of HFSS regulations came into effect in October 2022, affecting where these products can be displayed in store. The second phase of the legislation, which focused on promotional offers, was due to be implemented in October 2023 but was delayed until October 2025.

The research found that 22% of consumers that claimed to have heard of ‘HFSS’ thought that it stood for ‘Healthy Food, Sizes and Servings’. Despite the lack of awareness, more than half of British adults (53%) reacted positively when finding out what HFSS is and its intention.

The survey also reported confusion over product labelling with just over half (55%) claiming to know the difference between ‘from concentrate’ and ‘not from concentrate’.

Purity Soft Drinks CEO and Board Member of the British Soft Drinks Association Sarah Baldwin called for more education on the issue. “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.”