The Role of Health Claims on Consumer Behavior and Food Choice: A Narrative Review

TL;DR

This paper reviews how health claims on food influence consumer behavior and choices, highlighting the role of these claims in shaping purchasing decisions.

Contribution

The study provides a comprehensive narrative review of health claims' impact on consumer behavior, integrating findings from multiple disciplines and global data.

Findings

Health claims positively influence consumer perception of value and purchase intention.

Consumer behavior is influenced by health claims, but the effect depends on individual and contextual factors.

Health claims can encourage healthier food choices when supported by effective communication and regulation.

Abstract

Data suggests that consumers are increasingly aware of the nutritional composition of foods, and the presence of health claims is considered a differentiating factor in the purchase of foods and beverages. We analyzed literature on health claims and their impact on consumer behavior, using different databases (Web of Science, Scopus, and PubMed). According to the bibliometric analyses of 423 articles, research on health claims presents distinct subareas such as health, marketing, regulation, public health, and behavior. Data from several studies, involving 27,813 participants from several countries, are summarized. The health claims included: cardiovascular, bone, muscle, metabolic, digestive, eye, along with overall health and wellness. Antioxidant and anti-inflammatory properties, cognitive and mental performance, immune system support, and disease prevention were also addressed. Our resulting narrative review indicates that health claims could have a positive influence on consumer behavior, especially about the perception of value, purchase intention, and willingness to pay for foods that feature this type of communication. Although health claims on foods have a significant potential to positively influence consumer-purchasing behavior, their impact is dependent on multiple individual and contextual factors, such as consumers’ health status and knowledge on nutrition, price, taste, access, and consumers’ perception of the brand. Understanding the relationship between health claims and consumer behavior and choices is essential to developing effective regulations, public policies, and communication strategies to encourage healthier food choices and influence the food industry.

Figures