On-pack design and word choice influence consumer trust in health claims, finds Health Claims Unpacked

12 Nov 2020 --- Certain colors, using verbs over nouns and demographic-specific vocabulary can all make on-pack health claims more convincing for consumers.

This is the focus of the Health Claims Unpacked project, funded by the European Institute of Innovation and Technology (EIT) Food. It is expanding its 2019 research to learn how consumers can be more effectively attracted to F&B products with health claims through word choice and packaging design.

Targeting the average consumer, the website is now also launched in French, German and Polish to discover how different linguistic nuances may impact consumer knowledge and buying power.

NutritionInsight discusses the website’s implications with contributing researcher Dr. Chris Ryder, postdoctoral research associate at the department of English language and applied linguistics at the University of Reading, UK.

Ryder notes that European legislation surrounding health claims labeling is failing to properly educate consumers on health benefits – either they don’t understand the scientific language or don’t trust they have enough scientific backing.

Health Claims Unpacked researches effective communication strategies through game-like online activities.“The problem is that at no point in the process has anyone asked consumers’ opinions on how they would like health claims to be worded,” says Ryder. 

“Our research aims to give consumers a voice at the table alongside manufacturers and regulators. This will help to transform health claims regulation at the local level such that it reflects the preferences of consumers in each linguistic and cultural context.”

Change words, not meaning
The European Food Safety Authority (EFSA) rigorously assesses F&B health claims. Manufacturers can make some changes to the approved wording of a claim, as long as they don’t alter the meaning. 

However, it can be challenging for manufacturers to know what changes can help consumers understand the claims better while still delivering the intended health message. 

Health Claims Unpacked’s platform collects and processes data gained from five interactive activities. They test existing knowledge on specific nutrients’ health benefits, the differences between health and nutritional claims as well as rewording health claims without altering meaning.

Two activities also allow users to construct which particular phrasing and label placements on-pack they would want to find on-shelf.

Knowing which consumer demographics respond best to which health claims phrasing, placement and design on packages is crucial for food manufacturers to connect with potential buyers and guarantee purchase repetition.

The five activities test consumers’ nutrient understanding, to be shared with food manufacturers.All about the language
The project involves experts in the fields of linguistics, information design, behavioral economics, health and nutrition and computer science are working in partnership with manufacturers, retailers, NGOs and food start-ups.

The project’s preliminary findings include a preference for verbs over nouns and selecting vocabulary specific to certain consumer demographics.

“Calcium is needed to maintain healthy bones” was found to appeal more to consumers than “Calcium is needed for the maintenance of healthy bones” as this makes it clearer to consumers what the nutrient is doing. 

However, the European Commission and most local authorities require the inclusion of “normal.” Therefore, one solution might be to combine the word “normal” with other preferred terms, such as “normal healthy bones.” 

“Normal cardiovascular function” is less popular than “healthy cardiovascular function,” as many consumers are actively pursuing better health rather than upholding their health status quo.

Younger consumers are allured more to health “goals,” while older people want to address health “concerns” with specific nutrients in foods.

Placement on pack
The visual appeal of the health claims labeling plays an essential role in attracting the consumer toward the product and engaging with them for as long as possible – ideally ending in a favorable purchasing decision.

In the “Design your own food pack” activity, users can take the reins on where and how claims appear on juice, cereal spreads and milk packaging.

“Certain colors – particularly brown – don’t convey a very healthy message even if the product is covered in health claims,” Ryder explains.

The website data also suggests that what counts as a “healthy” color depends very much on the product. For example, green often has a positive association, but not for milk, where people would prefer a pure white.

“In terms of placement, one thing that always makes consumers skeptical is when a reworded health claim is used with an asterisk linking it to the official claim,” Ryder continues.

The website gives users the tools to build their own clearly communicating food pack, allowing for packaging design preferences.“They often assume that this means there’s a disclaimer and that the health claim is not really true. They rarely bother to find where the asterisk leads.”

Relevant icons relating to the benefit of a nutrient, such as plus, heart and flexing muscle symbols, are currently being tested in the “Design your own food pack” activity to investigate how far visual symbols can establish health associations with specific nutrients.

Country differences
New to the Health Claims Unpacked platform are the French, German and Polish versions that seek to understand how different linguistic and cultural backgrounds may affect claim label understanding. 

The research so far has revealed that German consumers appear to be more apathetic to health claims. In contrast, French consumers are skeptical that health claims are marketing-focused only and not substantiated by scientific evidence.

Ryder notes a curious case in the Polish language, where the word “normal” can colloquially have negative connotations. Therefore, official health claim versions themselves use the words zdrowy (healthy) and prawidłowy (proper) instead. 

“Does this perhaps give Polish manufacturers an advantage, given that a preferred word is sanctioned at the highest level? This is something that the data from our website will be able to tell us, as we will be able to see if Polish consumers prefer the word zdrowy in the same way that British consumers prefer ‘healthy,’” Ryder concludes.

NutritionInsight previously spoke with industry experts on effectively engaging with consumers through health claims, while spotlighting where future opportunities lie.

By Anni Schleicher