A recent challenge at a supermarket shed light on the struggles faced by blind shoppers using sight loss simulators. Participants were tasked with locating five items in just five minutes, while wearing glasses that simulated different types of visual impairments experienced by blind and partially sighted people. The idea for the challenge stemmed from research revealing that 68% of individuals with vision impairment find supermarket trips overwhelming, leading many to avoid them altogether.
During the challenge, only one participant successfully completed the task within the time limit. Each contestant inadvertently selected at least one wrong item, such as mistaking custard for cream or confusing pasta shapes. Hosted by blind presenter Lucy Edwards, the event was organised by Müller Yogurt & Desserts to highlight the daily obstacles encountered by those with sight loss.
George Vere, who tried glasses restricting his side vision, expressed having a “complete lack of spatial awareness.” Eleanor Palmer, who experienced limited sight through her spectacles, found the task disorienting, stating, “you literally have no idea where you are in the supermarket.” Another participant, Dominique Daeschner, mentioned that the challenge provided valuable insight into the experiences of those with sight loss.
The adaptive eyewear used in the challenge was provided by the Thomas Pocklington Trust, a charity dedicated to advocating for the equality of blind and partially sighted individuals in various aspects of life. Müller Yogurt & Desserts’ CEO, Richard Williams, announced plans to introduce NaviLens QR style codes on their packaging to assist blind and partially sighted individuals in shopping independently. Williams emphasised the aim to improve the shopping experience for those with sight loss by addressing challenges such as poor packaging and inadequate tools in supermarkets.
A study involving 200 blind and partially sighted participants highlighted that 77% struggle with poor packaging and lack of assistance tools in supermarkets, leading to incorrect purchases and waste. The NaviLens QR codes aim to alleviate these challenges and provide a more accessible shopping experience for individuals with sight loss. Despite efforts to improve accessibility, 85% of respondents find supermarkets still inaccessible for those with sight loss, impacting the time needed to complete their shopping.
Additionally, the study revealed that 61% of individuals fear accidentally buying allergenic items, resulting in significant waste and financial costs. With the introduction of NaviLens QR codes and ongoing initiatives, Müller Yogurt & Desserts aims to support the blind and partially sighted community and enhance their shopping experiences in supermarkets.