Call for teaspoon icons to show sugar
Sugary drinks need little icons on their labels to warn people how many teaspoons of sugar they contain per serving, the Dental Association says.
Health sector lobbyists believe sugary drinks now amount to a genuine public health crisis, and have pushed for the teaspoon icons as part of a seven-point action plan to educate the public on their dangers.
An average can of fizzy drink contains about nine teaspoons of sugar – which is the maximum daily consumption recommended by the World Health Organisation.
However, an NZ Beverage Council spokesman said the industry had already responded to public demand for low and no-sugar drinks, and the discussion needed to revolve around a person’s total lifestyle, including all food products, marketing and exercise.
Professor Janet Hoek, of Otago University’s marketing department, believed the icons were a good idea, but warned that a lot of shopping was done without much thought.
‘‘Many purchases don’t happen after consumers have gone through a detailed assessment of the options open to them. Instead, they are impulse purchases cued by large brand displays, product discounts, in-store promotions, links to mass media advertising, sponsorship, and so on.’’
Decreasing the marketing seen by children could reduce their consumption, she said.
‘‘It’s also important to look at the foods that children and young people can access easily. If sugary drinks were not as widely available, and if water was freely and widely available, it seems very likely that sugar consumption would decline.’’
Victoria University school of marketing and international business lecturer Janine Williams said using simple pictures rather than text was the most effective way to reach people, particularly children.
But she warned the icons would have to be consistent across products.
‘‘There are inherent difficulties associated with developing such labelling approaches for food. One of these lies in developing a uniform classification system, given the different types of sugars contained in different foods.’’
Canterbury University associate professor of marketing Ekant Keer was concerned that good research was too often ’’overruled by the food manufacturers who know it hurts their bottom line’’.
‘‘To that end, you’ll see the Heart Foundation have retired their tick – they say it’s because they want people to take an active and holistic view of food, but we also know they’ve been under significant pressure over the years.’’
Rob Beaglehole, from the NZ Dental Association, which is driving the teaspoon initiative, said the health crisis was not just about tooth decay but also obesity – a leading trigger for diabetes, cardiovascular disease and some cancers.
The NZ Medical Association wants sweet sippers targeted with an extra 20 per cent tax.