How health claims on packaging influence consumer perception

Researchers at Bryant University, in the USA examined consumer perceptions of health and nutrition claims made on food packaging and subsequent impact on purchase decisions. In a 2x2 design, subjects were presented with one of four nutrition bar packages where the product was either a well-known brand name or a generic brand and either a salient health claim was made on the package (i.e. high in fiber) or no claim was made.
They found that respondents who have high levels of health consciousness are more likely to care about the health claims on food products. In particular, they pay the most attention to brand name, nutritional claim, and ingredient label.
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