We all know that eating healthy is important to be and stay healthy. The stores are full of products that claim to contribute to health and there is plenty of nutritional information available. And yet we often make the wrong food choices. Apparently, more is needed to influence food choice behavior and therefore health. Vincent van Buul, researcher at the Open University, investigated why people sometimes make 'irrational' choices when it comes to nutrition and health.
Van Buul studied groups that had the intention of eating healthy. He looked at how often they looked up nutritional information about energy, salt, sugar and saturated fats. For example, he wanted to see whether consulting information about these four “evils” leads to healthier choices. He notes that despite the good intentions, unhealthy choices are often made. Nutritional information can help to make good choices if consumers read and interpret that information thoroughly. It is striking that health-conscious people who are very confident in their ability to make healthy choices, in some cases consult less information about energy, salt, sugar and saturated fat. They think they already know it, without checking whether it is correct. And then, despite their intention to eat healthy, they still make unhealthy choices.
In this context, the food industry also often adds ingredients to their products that are said to benefit health. In their information about the product, they emphasize the added ingredients (Omega3, polyunsaturated fatty acids, probiotics, vitamin C) or claim health effects (for strong bones, good for heart and blood vessels, etc.). It was examined how meaningful that is. How do we consumers respond to these kinds of nutrition and health claims? The conclusion is that they have only limited effect. The consumer only buys the product if he really needs it, accepts the food ingredient, understands the health benefit and trusts the brand. The claims also provoke negative reactions.
