Consumers are “confused” over the health quotient of food products available in the market, claims a recent report stating that identifying real, healthy food products is significantly difficult for them even though most seek healthy products.
According to a new research conducted by consumer research platform Attest, only 16 percent of 1,000 consumers could identify the healthy cereal bar.
The majority (78 percent) chose cereal bars with the second-worst level of nutritional value, while 6 percent selected the worst of the bunch. Packaging language emerged as the reason for their wrong choice, with messages including ‘natural’, ‘protein-packed’ and ‘plant based’ were found to be on the bars.
Apart from confusion, lack of trust on health claims also seems to be an issue.
The research found that nearly half (48 percent) of shoppers worry that wellness products aren’t actually healthy, 40 percent stated they are concerned that the health benefits of the ingredients have not been scientifically proven, while 36 percent worry that the amount of active ingredients included is not enough to make a difference.
“The Attest research shows that identifying real, healthy food and beverage products appears to be a significant difficulty for consumers when shopping,” Attest founder and chief executive Jeremy King said.
“As revealed by the data, packaging and product messages aren’t helping shoppers nearly enough to make informed decisions.”
“This is a clear call to action for the food and beverage industry to simplify how it sells its products,” King continued.
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