Researchers in Brazil studied how 412 people decide what to eat and how they react to foods with special health claims like “sugar-free” or “high-protein.” They found that people have different reasons for choosing foods—some care most about taste, others about health, and some don’t think much about it at all. Surprisingly, when people saw foods with health claims, almost everyone thought they were healthier, no matter what their usual eating habits were. However, people weren’t actually more likely to switch to these “healthier” versions when trying to lose weight. The study suggests that health labels might be confusing people and that we need better rules about what these labels can say.
The Quick Take
- What they studied: How different types of people react to foods labeled with health claims (like ’low-fat’ or ‘gluten-free’) and whether these labels actually make them want to eat healthier when trying to lose weight.
- Who participated: 412 adults from Brazil who completed an online survey about their eating habits and food preferences.
- Key finding: Health claims on food made almost everyone think the food was healthier, but this didn’t actually change whether people wanted to buy or eat these products instead of regular versions—even when they were trying to lose weight.
- What it means for you: Don’t assume that foods with health labels are automatically better choices for weight loss. These labels can be misleading, and it’s important to read the full nutrition information and understand what the claims actually mean.
The Research Details
This was a cross-sectional study, which means researchers collected information from people at one point in time rather than following them over months or years. Participants completed an online questionnaire where they answered questions about why they choose certain foods using a tool called the Eating Motivation Survey. They also answered questions about their eating habits, including whether they eat when stressed or try to control their portions. The most important part was that participants looked at pairs of foods—a regular version and a version with a health claim—and rated how healthy they thought each one was and whether they’d switch to the claimed version if they were trying to lose weight.
This approach is useful because it shows real consumer thinking about actual food choices they might make. By looking at different groups of people with different eating motivations, the researchers could see if health claims work the same way for everyone or if some people are more influenced by them than others.
The study used established, validated tools to measure eating motivations and behaviors, which is a strength. However, because this was an online survey, people might have answered differently than they would in real life. The study was also done only in Brazil, so the results might not apply exactly the same way in other countries with different food cultures and labeling rules.
What the Results Show
The researchers identified five different groups of people based on why they choose foods: those focused on taste and enjoyment, those who consider many factors, those who think about when and where they eat, those very focused on health and weight control, and those who don’t worry much about food choices. When looking at foods with health claims, the researchers found that almost all groups thought these foods were healthier than regular versions. However, this belief didn’t actually make people more likely to choose the healthier versions when trying to lose weight. Interestingly, the only foods where different groups had different opinions about healthiness were high-protein yogurt and light cream cheese—but even then, this didn’t change whether people wanted to switch to them.
The study found that health claims had a powerful effect on how people perceived food healthiness across all five groups. This suggests that the labels work similarly for everyone, regardless of their usual eating habits or motivations. The fact that people didn’t actually want to switch to claimed versions, even though they thought they were healthier, suggests people might be confused about what these claims mean or skeptical about whether they actually help with weight loss.
Previous research has shown that health claims can influence what people buy, but this study adds important information: just because people think something is healthier doesn’t mean they’ll actually eat it instead of regular versions. This suggests that health claims might be creating a false sense of healthiness without changing real eating behavior.
The study only looked at what people said they would do, not what they actually did in real life. People might answer differently when they’re actually shopping or eating. The study was done online, which might have attracted people who are more interested in nutrition. The foods tested were specific to Brazil, so results might differ in other countries. The study didn’t look at price, which is often a major factor in food choices.
The Bottom Line
When shopping, don’t rely only on health claims on the front of packages. Instead, read the nutrition facts label on the back to understand what you’re actually getting. Look at ingredients and serving sizes. If you’re trying to lose weight, focus on whole foods rather than processed foods with health claims. (Moderate confidence—based on observational data)
Anyone trying to lose weight or make healthier food choices should pay attention to this. People who are influenced by marketing claims and labels should be especially careful. This is less relevant for people who already carefully read nutrition labels and understand what health claims mean.
Changes in understanding might happen immediately once you start reading labels more carefully, but actual weight loss or health improvements would take weeks to months depending on your overall diet and lifestyle.
Want to Apply This Research?
- Track which foods with health claims you buy or eat, and compare them to regular versions by logging the actual calories and nutrients consumed. This helps you see if the claims match reality.
- When you scan a food barcode in the app, make it a habit to check the full nutrition label rather than just reading the front-of-package health claims. Set a reminder to compare claimed versions with regular versions before buying.
- Over 2-4 weeks, track how often you choose foods based on health claims versus whole foods. Monitor your weight and energy levels to see if switching to claimed products actually helps, or if focusing on whole foods works better for you.
This study shows what people say they would do, not what they actually do in real life. Health claims on foods are regulated differently in different countries, so this research from Brazil may not apply exactly the same way where you live. Always consult with a healthcare provider or registered dietitian before making major changes to your diet, especially if you have health conditions, take medications, or are trying to lose weight. This research is informational and should not replace professional medical or nutritional advice.
This research translation is published by Gram Research, the science division of Gram, an AI-powered nutrition tracking app.