MANUFACTURERS’ HEALTHY FOOD CLAIMS LOSING CREDIBILITY WITH CONSUMERS

Consumers are becoming increasingly sceptical about food products which claim to be ‘healthy’, That’s the key finding of a qualitative research study undertaken by market research specialists Engage Research.
The study, conducted among the company’s online community Engage Brain, found that consumers increasingly feel food companies are labelling their brands in a way which is either misleading or which disguises the true (un)healthiness of the product. Whilst not all brands are deemed equally “untrustworthy”, the scepticism may begin to affect by association brands which enjoy a strong and hitherto trusted relationship with consumers.

The study, conducted among the company’s online community Engage Brain, reported that consumers believe manufacturers are ‘hiding’ unhealthy things in their products and are instead luring consumers with FAT FREE and 1% FAT labels. Whilst these labels may be true, the fact that products might also be high in sugar, salt and artificial flavourings to compensate for the reduced fat content is regarded as dishonest by consumers.

“It seems that many consumers believe that manufacturers have taken liberties in the past in their use of the term ‘healthy’ that now many simply don’t believe it,” explains Andy Barker, Director of Engage Research. “The scepticism also applies to products described as “low calorie” and “low fat”.”

Asked to comment on a news story about restaurants being asked to provide details of fat and calories in their menus, respondents singled out low fat products which are high in sugar (and vice versa) being labelled and marketed as “healthy” options. This, the study suggests, undermines consumer demand in the claims made by manufacturers.

“Consumers seem to feel that a lot of manufacturers have deceived them in the past with marketing strategies that lead you to believe products are healthy. They want honesty. They don’t mind being told that a breakfast cereal is whole grain, as long as they are also told how much sugar is in each bowl,” adds Barker.

So what can companies do to ensure that their claims – their brands - are trusted on health? The study suggests that overall consumers do not want spin, but facts. Consumers are unhappy with the use of the term ‘healthy’, believing it is too widely used and had now lost any effectiveness it might once have had.