Shoppers still unaware where salt is hidden

Monday 5 October 2009

Almost three quarters of people in Wales (71%) are not aware that bread and breakfast cereals are among the top salt-contributing foods in our diet, reveals a new Food Standards Agency survey.

About 75% of the salt we eat comes from everyday foods. Foods that contribute the most salt to our diets are not necessarily the saltiest, but the ones we eat most often. The top three salt-contributing foods are bread, followed by meat products, then breakfast cereals.

When asked to pick the top three from a list of the 10 foods that contribute the most salt to our diets, only 21% of people mentioned bread, and 14% said breakfast cereals.

The Food Standards Agency’s new advertising campaign on TV, radio and in print, is urging people to pay closer attention to the salt levels in the foods they are buying. The campaign features foods that make significant contributions to the salt intakes of UK adults and children. The salt levels of these foods vary across brands, so a simple way to reduce the amount of salt we eat is to choose the ones that are lower in salt.

The survey also found that many people (36%) believe that supermarket value ranges are higher in salt than other ranges. However this isn’t necessarily the case and sometimes the cheapest are among the lowest in salt. In addition, supermarket own-label versions of some foods, including bread, are often lower in salt than the branded versions. The only way of knowing for sure is by checking the labels.

Other highlights from the survey include:

• When asked to pick the top three contributors, from a list of the 10 foods that contribute the most salt to our diets, the foods most commonly mentioned were crisps and snacks (68%), ready meals (57%) and meat products (35%).
• About 85% of people tend to stick to the same brands of foods they buy regularly, such as bread, ketchup and breakfast cereals. However, almost a quarter of these people (21%) said they would change from their usual brand if they knew that a lower salt option was available.
• 36% of respondents were either ‘very concerned’ or ‘quite concerned’ about the amount of salt they eat.

In the UK, we are eating 8.6g salt a day on average, which, although much higher than the recommended 6g, is almost a gram less than we were eating before the Agency launched its salt reduction programme in 2004. With the majority of the salt we eat coming from everyday foods, people need to be more aware of where the salt in their diet comes from, and that it’s possible to reduce this amount simply by checking labels for salt, comparing products and choosing the ones with less salt.

Dr Sarah Rowles, Head of Dietary Health at the Food Standards Agency Wales, said: 'Salt intakes are coming down, but if we are to get closer to meeting our target of reducing intakes to 6g a day, people need to become more aware of the foods which contribute to intakes, as it isn’t just the obvious things we need to watch out for as far as salt is concerned.

'We’re not suggesting people stop eating or even cut down on bread or breakfast cereals, as they are an important part of a healthy diet. But we are saying take a look at the labels to find one that is lower in salt. This could be a supermarket own-label product, and maybe one from the 'value' range. If so, any cost saving is an added bonus.

'We‘ve been working closely with food manufacturers and retailers to encourage them to use less salt in their foods, and are pleased with the progress that is being made. But there is still a wide variation of salt levels in different brands, which is why it is so important that people check the labels.'

The Agency’s work complements that of the Welsh Assembly Government in promoting healthier lifestyles and is supported by Gwenda Thomas, AM, Assistant Deputy Minister for Social Services: 'I am pleased to support the next phase of the Agency's salt campaign. Making consumers more aware of the amount of salt in their everyday diet, and making it easier for them to make healthier choices will contribute to reducing the high number of deaths we see in Wales every year from heart disease and stroke. I welcome the reduction in salt intakes that we have seen so far from 9.5g to 8.6g a day, and the lives this has saved. This campaign, together with the continued efforts of the manufacturing, retail and catering sectors to reduce salt in a wide range of everyday foods will help maintain progress in reducing consumers’ salt intakes towards the 6g intake target.'

Dr Tony Jewell, Chief Medical Officer for Wales, also commented: 'Health professionals in Wales are very much aware that a diet high in salt is a significant risk factor in developing high blood pressure, which in turn is a significant risk factor in cardiovascular disease – the biggest killer of the population in Wales (36% of all deaths). I endorse the Agency's continuing partnership work with food manufacturers to reduce the salt content of our food and welcome this latest phase of the campaign, which will raise consumer awareness of the 75% of our salt intake, which is hidden in the everyday foods that we eat.'