Abstract

Nutrition and Health Claims (NHCs) have been found to influence perceptions of food and consumption behaviour. While previous quantitative research has identified factors that may explain these effects, the current study aimed to address the dearth of in-depth exploration as to the underlying reasons why and how claims may impact upon perceptions and behaviour and the relationships between key factors. Seventy-eight participants took part in 10 focus groups. Discussions were transcribed verbatim and Nvivo 11 was used for thematic analysis. Six themes were developed from the data: 1. Target populations for NHCs; 2. Influence of NHCs on purchasing behaviour; 3. Characteristics/perceptions of products displaying NHCs; 4. Believability of NHCs; 5. Superior yet superficial knowledge; 6. Consumption of products displaying NHCs. Knowledge was a key factor influencing how much individuals believe claims (Believability of NHCs) and their perceptions (Characteristics/perceptions of products displaying NHCs). These perceptions and the characteristics of products displaying claims also impacted believability, as well as purchasing behaviour and consumption. Future research should be cognisant of the role of knowledge and characteristics or perceptions of products in the relationship between NHCs and consumer behaviour, and modelling of these relationships would allow their relative strength to be identified.

Abstract

Purpose Milk and yoghurt provide essential sources of nutrition throughout the life cycle in the Irish diet. Health claims on dairy product labels were popular in the 1980s, and since the introduction of the nutrition and health claims (NHC) Regulation (EC) No 1924/2006 in 2007, many new regulated claims have been used to communicate product benefits. Meanwhile, COVID-19 and the Farm to Fork strategy have heightened consumer awareness of health issues. All of these factors have contributed to a change in our food environment and interest in health. In addition, the European Commission is working to introduce a legislative proposal on nutrient profiles (NP) to restrict the use of NHC on foods that are high in salt, fat or sugar. This qualitative study aims to research knowledge on adults’ attitudes, perceptions and behaviour towards NHC on dairy products. Design/methodology/approach The study used a thematic analysis using transcripts from a series of discussion groups, attended by adults (n = 24). The participants also completed an introductory questionnaire. Findings The study noted positive attitudes towards dairy protein. This attitude was common across age, gender or life stage. There were misperceptions regarding yoghurt composition and health benefits. There were negative perceptions of low-fat nutrition claims on yoghurt, which led to a preference for full-fat dairy products. This requires further insight and research. Research limitations/implications Participants from a wider socio-demographic group could have broadened the research limits of this project. Originality/value These findings will interest policymakers, regulators, dieticians and the food industry.

Abstract

High sugar intake in humans is associated with the development of overweight and other diet-related diseases. The World Health Organization and other health organizations recommend limiting the sugar intake to 10% of the total energy intake. There have been different approaches of front-of-pack labelling to reduce the amount of sugar in food products. Companies use nutrition claims to advertise the sugar content (e.g., without added sugar, 30% less sugar). Such nutrition claims can lead to false assumptions about the healthiness of foods and can lead to health-halo effects. Nutrition claims make products appear healthier than they really are, the aspect advertised in the nutrition claim is transferred to the entire food product. As a result, food products can be perceived as healthy even though they are not. Recently, the Nutri-Score was introduced in an increasing number of countries throughout Europe to provide consumers with an overview of the overall nutritional quality of a product. This study analyzes if the Nutri-Score can help to prevent health-halo effects caused by nutrition claims on sugar. Therefore, an online survey consisting of a split-sample design with more than 1,000 respondents was assessed. The results show that, depending on the initial perceived healthiness of a product, the Nutri-Score is able to prevent health-halo effects caused by claims on sugar. Making the Nutri-Score mandatory when using nutrition claims would be one possible way to reduce misperceptions about unhealthy food and reduce health-halo effects caused by claims on sugar.

Abstract

BACKGROUND Nutrition and health claims influence consumer purchasing. Claims include content claims, which refer to the amount of a nutrient contained in a product, and health claims, which refer to health benefits of foods or nutrients in a product. Products that display a health claim must meet the Nutrient Profiling Scoring Criterion (NPSC). The present study aimed to explore consumer perceptions of content claims used on food and beverage labelling and advertisements. METHODS Semi-structured focus groups were conducted with Australian consumers. Analysis involved an inductive, reflexive approach to thematic analysis. RESULTS Six focus groups involving 26 participants were conducted. Four main interconnected themes were generated: (1) complex factors influence food choice; (2) content claim scepticism; (3) the difference between content and health claims is unclear; and (4) the regulation of content claims is not common knowledge. Content claims were used, although generally viewed through a lens of scepticism and mistrust, and seen as a promotional tool for the food industry. Product complexity appeared to increase content claim use as a result of consumer uncertainty of the content of complex products, such as ultraprocessed foods. Most participants were aware that content and health claims were in some way regulated. Overall, they did not know further detail, including the relevant regulatory body. CONCLUSIONS For content claims to support the consumer they need to be accurate and their use limited to healthier foods. This can be achieved by requiring products with content claims to meet NPSC thresholds, as required for products making health claims.

Abstract

Abstract Perceived healthiness (PH) has been the subject of intensive research over the last years, mainly due to its huge impact on food choice. Nonetheless, consumers’ perceptions of healthiness have predominantly been investigated from the quantitative perspective. This systematic review identified 60 qualitative studies to answer the following questions: How has the PH of foods been investigated and explored? How the importance of food healthiness (FH) influence consumer attitudes and food choices? How has FH been important to reinforce consumers’ expectations? What opportunities and barriers can be identified in terms of ethical, sustainable, and environmental motivations? Content analysis identified five dimensions: ‘misconception, knowledge or cognition’, ‘pleasure’, ‘healthiness importance’, ‘purity’, and ‘environmentally friendly or ethical issues’. We suggested that information about self-directed benefits can affect both the expectation and tasting of foods. Overall, the desire for more palatable “healthy” foods may explain a growing attention for future foods providing good feelings (e.g., green comfort foods). Making health policies and educational interventions may help increase the importance of healthiness in a stimulus-independent manner to maximize potential healthier choices, influencing sensory pathways. In this regard, it is important that the industry, consumers, and government priorities be aligned with in the future.