The research indicated that people do not look at food labels when they buy 'sinful' items like cakes and pastries. This is because they wanted to indulge themselves.
"From the research so far it's clear that consumers welcome, and want, front-of-pack labeling and are frequently using them to inform their choices," a FSA spokesman said. However the study, which included a survey of 200 people, also found that consumers ignore food labels when buying essentials like flour and butter.
Sue Duncan, a former chief social researcher for the government, who is leading a group of researchers in examining variety of food labels said, "It is too early to draw any firm conclusions, but some trends are emerging."