Food Packaging Health Claims May Not Reflect Overall Nutritional Quality

Health and nutrition-related claims printed on food packaging may not always provide a reliable picture of a product's overall nutritional quality, according to a new analysis published in Nature Food. The study examined newly launched food and beverage products in the United States and compared products carrying different types of packaging claims with their overall nutrient profiles.

Researchers analysed data from the Mintel Global New Products Database covering products introduced in the U.S. between 2015 and 2024. They examined four broad categories of claims: those highlighting reductions in certain nutrients, those promoting beneficial nutrients, natural claims and functional or health-related claims.

The analysis found that products carrying claims were often associated with somewhat more favourable nutrient profiles at the market level. However, the pattern was not consistent across all types of claims or food categories. In some cases, products making particular claims had less favourable levels of other nutrients.

The researchers also found that many products carrying positive nutrition-related claims were still classified as "less healthy" when assessed using the UK nutrient profiling model. This suggests that a product can make a legitimate claim about one particular characteristic while still having an overall nutritional profile that is less favourable.

The study points to the possibility of trade-offs during product formulation. For example, reducing one nutrient may be accompanied by changes in other components. Another issue identified by the researchers is selective signalling, where packaging highlights a specific positive attribute without providing an equally prominent picture of the product's complete nutritional composition.

More than half of the newly launched products in the dataset carried at least one of the studied claims during the period examined. Natural claims were particularly common, while functional claims appeared less frequently.

The findings suggest that consumers may need to look beyond individual statements on packaging when assessing the nutritional quality of a product. The researchers said broader, profile-based approaches could provide a more complete assessment than claims focused on individual nutrients or attributes.

24-09-2026