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“It’s All Just Marketing”, a Qualitative Analysis of Consumer Perceptions and Understandings of Nutrition Content and Health Claims in New Zealand

Author

Listed:
  • Lucy Stuthridge

    (Department of Human Nutrition, University of Otago, Dunedin 9016, New Zealand)

  • Donnell Alexander

    (New Zealand Food Safety, Ministry for Primary Industries, Wellington 6140, New Zealand)

  • Maria Stubbe

    (Department of General Practice, University of Otago, Wellington 6242, New Zealand)

  • Paul Eme

    (New Zealand Food Safety, Ministry for Primary Industries, Wellington 6140, New Zealand)

  • Claire Smith

    (Department of Human Nutrition, University of Otago, Dunedin 9016, New Zealand)

Abstract

Nutrition content and health claims are widely used globally on both food labels and in food advertising. This study explored how New Zealand consumers understand, perceive, and use nutrition content and health claims on food labels. A qualitative approach was used with semi-structured in-depth online interviews and in-person focus groups including 49 participants, aged ≥25 years responsible for household food shopping. Transcripts were analysed using reflexive thematic analysis using inductive coding, with development of five themes—(1) aware of claims but did not use, (2) mistrust and scepticism, (3) confusion and misinterpretation, (4) using claims to guide food choice, and (5) not all claims are equal. For theme 1, price and habit were found to be the most influential in driving food choice. Underlying theme 2 was the perception by most of nutrition and health claims as marketing. Scepticism was exacerbated when nutrient claims were displayed on inherently unhealthy products. However participants with specific dietary requirements did find claims helpful. Restricting nutrient claims to foods meeting a healthy nutrient profile aligned to the existing Health Star Rating system, education about regulation and supporting claims with more contextual information may increase trust, the perceived value of claims and therefore their utility.

Suggested Citation

  • Lucy Stuthridge & Donnell Alexander & Maria Stubbe & Paul Eme & Claire Smith, 2022. "“It’s All Just Marketing”, a Qualitative Analysis of Consumer Perceptions and Understandings of Nutrition Content and Health Claims in New Zealand," IJERPH, MDPI, vol. 19(6), pages 1-22, March.
  • Handle: RePEc:gam:jijerp:v:19:y:2022:i:6:p:3510-:d:772319
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    References listed on IDEAS

    as
    1. de Boer, Alie & Bast, Aalt, 2015. "International legislation on nutrition and health claims," Food Policy, Elsevier, vol. 55(C), pages 61-70.
    2. Jessica Fanzo & Claire Davis, 2021. "Transformations Across Diets and Food Systems," Palgrave Studies in Agricultural Economics and Food Policy, in: Global Food Systems, Diets, and Nutrition, chapter 0, pages 71-84, Palgrave Macmillan.
    3. Aschemann, J. & Hamm, Ulrich, 2008. "Determinants of Choice Regarding Food with Nutrition and Health Claims," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44012, European Association of Agricultural Economists.
    4. Jessica Fanzo & Claire Davis, 2021. "Global Food Systems, Diets, and Nutrition," Palgrave Studies in Agricultural Economics and Food Policy, Palgrave Macmillan, number 978-3-030-72763-5.
    Full references (including those not matched with items on IDEAS)

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