‘Most retailers are unaware about ban on volume promotions under HFSS’

Almost half businesses feel unprepared for upcoming high in fat, salt, or sugar (HFSS) legislation and 70 percent are still unaware that volume promotions will be banned, says a new report on Tuesday (15), suggesting that there is a lot of work to be done for the whole of the sector to be ready.

As per a new research amongst businesses by GS1 UK, about 20 percent of businesses are unaware of the new legislation altogether, says the research, adding that “unpreparedness largely stems from a lack of awareness and access to trusted data”.

Just one in three have assessed their products ahead of the October deadline, with only 48 percent reformulating existing products and around one quarter having not even considered it, says the report.

It also emerged that just 33 percent are training staff on the new rules and only 35 percent are auditing suppliers. Two-thirds of businesses say that more financial support from the government is needed to help them adapt – with 81 percent saying the new rules will significantly change how they operate.

The landmark HFSS is due to be implemented from October 1 this year. It aims to curb Britain’s obesity crisis with more than one in three children aged 10 to 11 currently overweight.

It represents one of the most significant challenges the retail industry has ever faced. The new rules are comparable to the restrictions placed on tobacco and alcohol and are set to have a significant impact on manufacturers and retailers of food and drink alike.

Under the new rules, products high in fat, salt, or sugar (HFSS) will be removed from prime locations in stores and volume promotions such as buy-one, get-one-free will be banned. 

GS1 UK’s consumer research also found that the legislation may significantly affect the way people shop; given that over half currently purchase HFSS products regularly.

However, 68% of shoppers surveyed agree with the new  legislation and nearly half say it will help them think more about which products they buy.

51 percent say they would be less likely to buy HFSS products if they were less visible in stores, and a quarter would buy less if they were only available at full price.

53 percent say they would miss ‘buy one, get one free’ offers on HFSS items. This is put into sharp focus as 85 percent are changing how they shop to reduce grocery bills in 2022.

Anne Godfrey, CEO of GS1 UK said: “The HFSS legislation represents a seismic shift for businesses across the UK and many of our 57,000 members will be affected. Whilst our research reveals that businesses and consumers are aligned on the benefits the changes can bring, the findings show there is much more to be done if the sentiment of the legislation is to become a reality.

Many businesses feel overwhelmed with the challenges they have faced over the last two years, but there is no doubt that the industry, now more than ever, needs to take a standardised approach for the collection of quality data if they are to adapt quickly and confidently to new legislation and growing consumer demand.”