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What is RSS?Monday 19 March 2007
FSA research today reveals that people in Great Britain are consuming less salt than they were five years ago.
Urinary sodium tests tests (1) show a small but significant decrease in the average salt intake of the population since last measured in 2001.
The new data shows that average daily salt consumption has fallen from 9.5g to 9g – with male intake reducing from 11g a day to 10.2g a day and female intake falling from 8.1g day to 7.6g day.
Although the decrease is small, it indicates that things are moving in the right direction and that good progress is being made by both the food industry and consumers. It highlights that there is still work to be done to meet the Government's national target of no more than 6g a day by 2010.
The publication of this urinary data coincides with the launch of the next stage of the Agency's salt campaign 'Full of it' (2), fronted by straight-talking comedienne Jenny Eclair. The hard-hitting ads hammer home the message that most of the salt we eat (75%) is already in the food we buy.
The advertisements feature four categories of everyday food (sandwiches, ready meals, pasta sauce and pizza) highlighting that salt levels can vary considerably and that there is always a lower-salt option. The message simply is to check the label and pick the product with the lowest amount of salt.
FSA Chair, Dame Deirdre Hutton, says: 'Since 2004 the FSA has been working in partnership with the UK food industry and health organisations to encourage product reformulation and to raise consumer awareness of the health risks associated with eating too much salt.
'Today's urinary sodium results illustrate the progress that is being made in reducing the nation's daily salt intake. However there is still some way to go before we reach the 6g target and we all now need to build on this to ensure that the downward trend continues.
'To help achieve this, the FSA will continue its work in encouraging industry to offer consumers healthier choices and to encourage consumers to drive demand for those healthier choices. And this is exactly what the "Full of it" campaign is all about.'
Public Health Minister, Caroline Flint, comments: 'Everybody has a role to play if we are to reach the Government's 6g per day salt target by 2010. Increasing consumer awareness is an integral part of driving the market towards lower-salt options, and complements our partnership work with the food industry to deliver across the board salt reductions.'
Back to topIn a recent FSA tracking survey (3) 40% of respondents claim to be making a special effort to cut down on salt in their diet – an increase of 18% since the campaign began in 2004.
However, 90% of these people say that they are cutting down by not adding salt to their food – with only 15% saying they check labels and 12% saying they are eating less processed food in order to reduce their intakes.
These statistics highlight the need to reinforce messages that the majority of our salt intake is already in the food we buy – and the importance of checking labels and choosing lower-salt options, if we are to reduce our intakes.
Other highlights from the Agency's tracking research are:
(1) 1287 consumers in England, Scotland and Wales took part in urinary sodium tests in 2005/06. Go to www.food.gov.uk/science/dietarysurveys/urinary for full results.
(2) The Agency's new 'Full of It' TV advertisements will air for the first time tonight (Monday 19 March) at 7:45pm on ITV.
(3) Research conducted by TNS CAPI Omnibus. A representative sample of 1990 British adults was interviewed across the UK from 23-27 February 2007.
The Agency's new 'Full of It' TV advertisements will air for the first time tonight (Monday 19 March) at 7:45pm on ITV and will be supported by press, web and in-store activity.
For copies of these ads (in Beta or MPG formats), contact Sarah Newman in the press office on 020 7276 8821. Stills are also available.
Agency spokespeople will be available for pre-recorded interview on 18 March and live broadcast interviews from the 19 March.
Back to topIn 2003, the Scientific Advisory Committee on Nutrition (SACN) published a report entitled 'Salt and Health' which concluded that reducing the population's average salt intake would lower average blood pressure levels and therefore result in significant public health benefits by contributing to a reduction in cardiovascular disease.
Scientific experts agree that excessive salt consumption increases the risk of high blood pressure, which in turn, increases the chances of both cardiovascular disease and stroke. High blood pressure is a cause or contributing factor in 170,000 deaths in England alone each year.
SACN recommended that the average population intake be reduced to 6g a day for adults. Specific targets were also set for children.
Phase one of the Agency's public health campaign was launched in September 2004 – increasing awareness of the risks of high salt consumption.
Phase two followed in October 2005, encouraging consumers to 'check the label' and emphasising the 6g a day recommendation.
Total campaign spend for phase three is
4m.
For further information about the FSA's Salt Campaign, go to www.salt.gov.uk or www.eatwell.gov.uk
Back to topSince the campaign first launched in 2004 the Agency has also been working with industry to encourage reductions in the levels of salt in a wide range of foods. Seventy organisations across all sectors of the UK food industry have made commitments to reduce salt in their products and many are working towards our salt targets.
A range of retailers and manufacturers are supporting the FSA's salt campaign. Current plans for activity include:
Sainsbury's – range of in-store and on-line messaging complementing the 'Full of it' branding, campaign packs for in-store health advisors to use with consumers and staff.
The Co-operative – in-store till screen and radio advertising using the 'Full of it' branding.
M&S – in-store complementary and on-message activity including tannoy announcements, press advertising and feature on campaign in staff magazine. M&S's healthy eating advisors will be on hand to help customers with any queries. Trained to assist customers with diet and nutrition queries, the advisors have factsheets on salt to hand out.
Asda – promotion via Asda.fm, Asda.online and Asda Magazine using campaign messaging and 'Full of it' branding (broader bespoke activity being planned with Asda in the autumn).
Tesco – in-store messaging on shelf edge dividers and talkers using 'choose the lower salt option' messages (broader bespoke activity with Tesco will follow in July during Tesco's 'salt month' and will also involve manufacturers).
Nestlé – special campaign-related on-pack labelling on selected cereal brands (from July).
For more information on industry activity, go to www.salt.gov.uk.
Back to topAs part of phase three of its salt campaign, the Agency is providing funding to eight organisations to run salt-related awareness projects over the next year. Non-Governmental Organisations, Primary Care Trusts and other stakeholders were invited to bid for funding and those selected are detailed below.
The following organisations have been selected:
Bristol PCT
www.bristolpct.nhs.uk
Diabetes UK
www.diabetes.org.uk
Food Commission
www.foodcomm.org.uk
Haringey PCT
www.haringey.nhs.uk
Kent County Council Trading Standards www.tradingstandards.gov.uk/Kent/
Food Futures Partnerships
Manchester Joint Health Unit
www.manchester.gov.uk/health
National Children's Bureau
www.ncb.org.uk
British Heart Foundation
www. bhf.org.uk
Download pdf
(pdf 29KB) Dietary sodium levels surveys
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