Health claims make for skeptical consumers

Jacquelyn Curtis

Do you struggle to identity healthy foods to put in your trolley?

31 October 2006: If you’ve ever made a purchase in the supermarket because an item was “99 per cent fat free” or perhaps because it was “An excellent source of calcium for strong bones” - research by a visiting scholar may have you rethinking common health claims on supermarket products.

Peter Williams, director of Smart Foods Centre from the University of Wollongong, presented his research into consumers and health claims for foods at the University last week as part of the Gadi lecture series for Preventative Health and Wellbeing.

Associate Professor Williams provided an overview of his research into “foods with overt claims about health impacts” and how consumers respond to products with health claims.

Health claims are messages that make a direct link between eating a food or nutrient and reduced risk of disease. An example of a health claim is “A woman’s diet rich in folate may help prevent spina bifida in her baby.”

Professor Williams’ research revealed health claims are widely used but not well monitored.

Food Standards Australia New Zealand (FSANZ) establishes categories of health claims ranging from the general, which makes a nutritional or functional claim, to a high range claim which would state risk reduction for serious diseases – “High in Calcium to prevent osteoperosis.”

Professor Williams said it was high range claims that had the potential to mislead consumers and affect purchase behaviour.

“Health claims are an area where public health officials have very different attitudes,” Professor Williams said. “Some see health claims as confusing to consumers, others see them as informative.”

Professor Williams said despite a large range of products with health claims, surveys conducted on the buying habits of consumers revealed many were skeptical.

“Many see them as an advertising tool, something which can be bought,” he said. “They want some sort of regulation and reassurance that they are making healthy choices.”

Professor Williams said while health claims can drive healthier choices, he argued stricter requirements should need to be fulfilled before a product could carry a high level health claim.