The food and drinks market has seen double-digit growth, developing into one of the biggest success stories in the past 10 years, according to a Business Insights report. However, the market is experiencing a significant drop in the huge growth that has been typical over the past decade.

Health claims and labeling issues have become a major concern and regulators seem ready to act. The report, titled “The Future of Nutrition Labeling for Food and Drinks in Europe: Evolving consumer needs, manufacturer and retailer strategies and market opportunities,” says that regulators now feel the need to step in and act because health claims within the food and drink market vary widely. Concerns about the consumer’s ability to understand health claims have arisen with many consumers still being confused, misled and even deliberately duped by food and drink manufacturers who suggest unfounded health benefits of their products.

As a result of this deliberate attempt to mislead consumers regulators are insisting that products make honest health claims and that these claims are supported by credible scientific evidence. There is also a demand for a unified system of labeling that could help consumers understand the product and allow consumers to make informed decisions. The new unified system of labeling will specifically help consumers who are looking to make healthier food and drink decisions.

The primary focus for regulars is the front of pack labeling (FOP) as it will help the consumer considerably when making informed food and drink selections. Sweden’s Keyhole front of pack labeling system has been the most frequently referenced best-practice example in the global debate. The front of pack labeling system was first established in Sweden in 1989 and has become accepted as a Nordic label for food and drink in Demark, Sweden and Norway.

The European Consumers’ Association, BEUC, research shows consumers will understand a color-coding system on the front of processed food packaging that displays key nutrients such as fat, saturated fats, sugars and salt. Products that are high in unhealthy nutrients will have red labels, and products that have lower amounts of unhealthy ingredients will have amber and green “traffic light” labels.

The FDA reports that 54% percent of consumers in the U.S. read food labels when purchasing a product for the first time, an increase of 10% since 2002. Consumers who read food labels before purchasing a product are increasingly aware of the link between their diets and heart disease.