Over the past decade, Pakistan has witnessed a rapid expansion of its packaged food market. Supermarkets, convenience stores, and online platforms now stock a wide array of processed snacks, beverages, readytoeat meals, and fortified products. With this growth, the Ministry of National Health Services, Regulations and Coordination introduced mandatory nutrition labelling requirements in 2018, aligning the country with the Codex Alimentarius guidelines. The aim was to give shoppers clearer information about energy, macronutrients, vitamins, minerals, and any allergens present.
What the label looks like
In Pakistan, the Nutrition Facts Table (NFT) must appear on the principal side or top of the package and include:
- Energy (kcal) per serving
- Total fat, saturated and transfat
- Carbohydrates, sugars, and dietary fibre
- Protein
- Sodium
- Key vitamins (A, C, D) and minerals (calcium, iron) when applicable
- Allergen declaration (e.g., nuts, dairy, gluten)
Labels are required to be in English and Urdu; the English version is the one most researchers analyse because it follows an internationally recognised format.
Current level of consumer awareness
Multiple surveys conducted between 2019 and 2024 reveal a mixed picture:
- Basic recognition: Approximately 68% of urban respondents say they have noticed nutritional information on packaged foods.
- Understanding of key terms: Only 32% correctly identify saturated fat and transfat as unhealthy, while 44% can differentiate sugar from added sugar.
- Use in purchase decisions: 21% report that the NFT influences their buying, especially for childrens snacks and dairy drinks.
- Rural disparity: In semirural districts, awareness drops to below 25% and usage to under 8%.
Factors influencing awareness
Education level is the strongest predictor. A 2022 study by the Pakistan Institute of Development Economics found that university graduates are three times more likely to read the NFT than those with only primary education. Media exposure also matters; people who follow healthfocused TV programs or follow nutritionists on social media demonstrate higher label literacy.
Another important driver is price sensitivity. When healthier options are priced higher, consumers tend to prioritize cost over nutritional information. Conversely, promotional campaigns that highlight lowfat or highprotein claims can boost label attention, even if the underlying product is still caloriedense.
Common misconceptions
- Natural = Healthy Many consumers assume that natural or organic automatically means low in fat or sugar, which is not always the case.
- Serving size confusion Packaged foods often list nutrients per 100g, while the serving size on the front may differ, leading to underestimation of total intake.
- Health claims overpower facts Labels that display fortified with VitaminC or no added sugar can distract shoppers from high total sugar or fat content.
Impact on public health
Pakistan faces a dual burden of disease: rising rates of undernutrition alongside an obesity epidemic. The World Health Organization estimates that 22% of adults are obese and 45% are overweight. Poor label awareness contributes to excess calorie consumption, especially from sugarsweetened beverages and salty snacks.
Studies suggest that even modest improvements in label comprehension could reduce daily sugar intake by 1015% and saturated fat by 8% among urban adults. This translates into millions of avoided cases of type2 diabetes and cardiovascular disease over a decade.
Recent initiatives to improve awareness
- Government campaigns: The Read the Label, Choose Healthier series aired on PTV and Radio Pakistan in 2021, featuring simple graphics explaining each column of the NFT.
- School programmes: The National Curriculum now includes a Food Label Literacy module for grades 912, employing interactive worksheets.
- Retailer partnerships: Major supermarket chains such as Carrefour and Imtiaz have introduced QRcode scanners that display a plainlanguage summary of the NFT on a phone screen.
- NGO involvement: The Pakistan Nutrition Support Initiative runs community workshops in Karachi and Faisalabad, using mock product packages to teach label reading skills.
Challenges ahead
Despite progress, several barriers persist:
- Inconsistent enforcement: Smaller manufacturers sometimes omit the NFT or use illegible fonts to avoid scrutiny.
- Language barriers: Urdu translations are often cramped, leading to misinterpretation among lowliteracy consumers.
- Digital divide: QRcode tools are useful but only reach smartphone users, leaving a large portion of the population untouched.
Recommendations for stakeholders
- Policymakers: Strengthen inspection regimes, introduce graduated penalties, and standardise font size and colour contrast for better readability.
- Manufacturers: Adopt clear, frontofpack trafficlight colour coding (green, amber, red) for fat, sugar, and salt to complement the NFT.
- Educators: Incorporate practical labelreading exercises in vocational training and adultliteracy programmes.
- Media & Influencers: Create short, relatable video clips in Urdu and regional languages that demystify technical terms like RDI (Reference Daily Intake).
- Consumers: Take a few seconds to compare two similar products; choose the one with lower saturated fat, added sugar, and sodium per serving.
Conclusion
Pakistani consumers are increasingly exposed to nutritional labelling, yet true comprehension remains limited. Bridging the gap requires coordinated action: stricter regulation, culturally relevant education, and clearer label design. By empowering shoppers to make informed choices, Pakistan can curb the rising tide of dietrelated illnesses and move toward a healthier future.
For further reading, visit the FAO and WHO websites, or consult the Ministry of Healths official guidelines.
