A recent study conducted by Martin Luther University Halle-Wittenberg (MLU) in Germany reveals that advertising a product as low in fat while the sugar content remains high can lead consumers to feel deceived and less inclined to make a purchase. The researchers conducted three experiments, involving approximately 760 participants, to examine how the information displayed on yogurt packaging influences perception and buying behavior. The results showed that when a product was labeled as low fat, consumers mistakenly assumed it contained less sugar as well. However, the sugar content in many low-fat products is comparable to that of other products. Although some of the respondents who were shown the actual nutritional information on the low-fat product adjusted their perception of the sugar content, their willingness to buy decreased. On the other hand, those who were shown low-fat products without the “low fat” label did not show a change in their purchase intention.
This finding highlights the fact that consumers can feel deceived by products that technically meet the “low fat” claim, but conceal part of the truth. Manufacturers should reconsider this practice if they aim to maintain long-term customer loyalty. One possible solution is to prominently display the nutritional values on the front of the product. Several countries already implement such labeling schemes, including Nutri-Score, the NutrInform Battery label, the Nordic Keyhole label, and the UK’s traffic light system. While these countries have made nutrition labeling mandatory since 2016, the presentation of this information on the front of the packaging is currently voluntary. The European Commission intends to introduce a mandatory and harmonized front-of-pack nutritional labeling scheme across member states, with a decision expected this year. However, it is worth noting that no current labeling scheme is perfect, as they may not address the biased inference identified in this study.
In conclusion, manufacturers should be mindful of the potential negative effects of promoting products as low fat while hiding their high sugar content. By providing transparent and accurate information to consumers, businesses can foster trust and enhance customer satisfaction. Implementing clear and comprehensive front-of-pack nutritional labeling schemes can assist consumers in making informed choices and support their efforts to maintain a healthy diet.
Reference:
“Truthful yet misleading: Consumer response to ‘low fat’ food with high sugar content”
Food Quality and Preference
DOI: 10.1016/j.foodqual.2023.104900
