A new study from the University of Florida has raised concerns that placing “healthy” labels on food could actually discourage consumers from purchasing products. This insight comes as the US Food and Drug Administration (FDA) considers whether to mandate front-of-package labels that address key nutritional factors such as saturated fat, sodium, and added sugar.
The study, published in Food Policy, suggests that labels claiming food to be “healthy” may inadvertently reduce consumer confidence and willingness to buy the product, particularly if the criteria behind the label are unclear or unsubstantiated. These findings could potentially lead to unintended consequences for the FDA’s proposed labelling rules, which aim to simplify consumer decision-making around healthier choices.
Unintended Consequences of “Healthy” Labels
As part of the research, 308 participants were shown various designs of front-of-package labels on strawberry Greek yogurt. These designs included labels such as “healthy,” “great taste,” a combination of both, and a control with no label.
The results were surprising: products labelled as “healthy” saw an 18% drop in consumer willingness to pay, while products labelled with both “healthy” and “great taste” were valued at 25% less than those without any label. Conversely, labels claiming “great taste” alone had no significant impact.
These findings suggest that the “healthy” label may prompt consumers to assume the product compromises on taste or indulgence, challenging the very intention of encouraging healthier eating habits.
Clarity Could Be Key
However, the study found that when the “healthy” label was accompanied by a clear explanation from the FDA about the criteria behind it—specifically that the product must be low in saturated fat, added sugar, and sodium—the negative perception was reduced. This underscores the importance of providing consumers with transparent and accessible information about what qualifies as “healthy.”
The study emphasises the need for better consumer understanding of food labels. Simply putting ‘healthy’ on a product may not be enough. If consumers don’t understand what qualifies as ‘healthy,’ it could backfire and result in lower consumer trust and less willingness to purchase.
A Step Toward More Effective Labelling
Liu and his team hope that the study will help policymakers and food manufacturers create labels that empower consumers to make more informed and healthier choices. He added, “This research highlights the need for a cultural shift towards healthier eating patterns, which could reduce the burden of diet-related diseases and improve public health outcomes.”
Labelling in the UK: A Mixed Impact
In the UK, similar research has raised questions about the effectiveness of food labelling. A recent review by the UK non-profit Cochrane found that calorie labels on supermarket foods and restaurant menus have a minimal impact on consumer choices. The review, which looked at 25 studies across high-income countries—including 15 in the US and six in the UK—found a modest reduction of only 1.8% in the number of calories consumers chose to consume. Moreover, another Cochrane study revealed that calorie labels in restaurants had a negative effect on people with eating disorders. The study, led by King’s College London, suggested that such labels may exacerbate feelings that eating disorders are downplayed in favour of obesity prevention measures.
As food labelling continues to evolve, it’s clear that while transparency is important, simply adding labels claiming “health” or “low-calorie” may not automatically result in healthier consumer behaviour. Instead, it is critical that food manufacturers and regulators prioritise clear, informative, and credible labelling strategies to guide consumers towards better nutritional choices.
Our Perspective:
The findings from the University of Florida’s study offer a compelling argument against the oversimplified use of “healthy” labels on food products. While the intention behind such labels is to encourage better dietary choices, the research highlights a crucial and often overlooked psychological factor—consumer perception. If a label prompts individuals to assume a trade-off between health and taste, it is hardly surprising that they would opt for unlabelled alternatives or, worse, actively avoid products deemed “healthy.”
In the UK, similar studies suggest that food labels do not always have the intended impact. The mixed results from calorie labelling in restaurants and supermarkets show that while transparency is crucial, it does not necessarily drive healthier choices. Instead, it can sometimes have unintended consequences, particularly for individuals with eating disorders. This raises an important question: Are regulators and food manufacturers truly considering the psychological and behavioural aspects of consumer decision-making when implementing these policies?
One of the key takeaways from the study is the importance of clear and credible labelling. It is not enough to simply stamp “healthy” on a product and expect it to influence purchasing habits positively. Consumers need context—what makes the product healthy? How does it compare to other options? In the UK, where obesity and diet-related diseases remain pressing concerns, a more nuanced approach to labelling could be beneficial. Instead of relying on generic terms, labels could incorporate specific nutritional criteria, making it easier for consumers to make informed decisions without feeling manipulated.
Ultimately, the study serves as a reminder that well-intended policies can backfire if they do not align with consumer psychology. If the goal is to promote healthier eating habits, food labelling strategies must evolve beyond simplistic claims and focus on education, transparency, and trust. Only then can they truly empower consumers to make better choices without unintended deterrents.
References
https://news.ufl.edu/2025/02/nutrition-labels-study
https://www.sciencedirect.com/science/article/pii/S0306919225000089
