More than seven in ten adults with severe visual impairments face difficulties when shopping for groceries and, as a result, avoid the process altogether. This is according to a survey of 500 people with vision problems – including 100 blind respondents – which found that 83% consider reading information on food packaging difficult or impossible. The GS1 UK survey identified the main barriers encountered while shopping, such as small or illegible text, inadequate lighting, and changes in product layout within stores. A lack of assistance from staff and the absence of audio descriptions or support via mobile apps were also significant barriers that made shopping difficult.
Consumers reported feeling anxious, frustrated, and worried when trying to locate products. Furthermore, those with allergies often risked purchasing foods that, as they later discovered, contained an ingredient to which they were allergic – an experience shared by 37% of respondents. To buy what they need, more than half of the shoppers surveyed resorted to asking strangers for help, which made 36% feel uncomfortable. Meanwhile, a striking 83% remain loyal to familiar brands to avoid accessibility issues.
Anne Godfrey, CEO of GS1 UK, said: “There is a strong demand for change, and with better, more inclusive options now available, it is time for brands and retailers to take action to make shopping easier for everyone. Although the use of large, high-contrast text is desirable, it is often not feasible due to limited space on packaging. GS1-supported QR codes offer more than standard QR codes. They make important information – such as ingredients, allergens, and storage instructions – accessible through screen readers and assistive apps. This ensures consistency and compatibility across products, restoring independence for shoppers with visual impairments.”
Source: “Seven in ten visually impaired consumers struggle to read food labels”
