2021: Health Claims Unpacked

Better Communication of Scientific Health Claims on Food Packaging

The project aims to develop a digital "prosumer" platform—based on research in linguistics, information design, nutritional science, and behavioral economics. This platform will provide manufacturers and marketers with the information necessary to effectively communicate the health benefits of products and enable consumers to make informed dietary choices. The platform is currently available in English, German, French, Polish, Romanian, and Hungarian.

Link to the platform: https://www.healthclaimsunpacked.co.uk/pl

Registration is free for everyone.

Consumers often either do not understand or distrust health claims on food packaging, which makes it difficult for them to make informed dietary choices. Regulations governing health claims focus more on their "accuracy and validity" rather than on whether consumers can easily understand them. Producers and marketers may also lack information on how consumers read and interpret various linguistic and graphic elements on packaging, especially when it comes to scientific information. The situation is further complicated by the fact that, across the EU, health claims must be communicated in different languages and must address the needs of consumers representing different "food cultures."

The project is comprised of a unique team of scientists and specialists in linguistics, information design, behavioral economics, health and nutrition, computer science, and marketing who, together with food producers, retailers, NGOs, and agri-food start-ups, are developing an empirically based set of guidelines for effective health claim communication.

In late 2021, a project team led by the University of Reading produced the RACI report "Research, Analytics & Consumer Insights," which presents the results of their work. The report is publicly available and can be downloaded here:

https://www.healthclaimsunpacked.co.uk/_files/ugd/d3a1e2_78fe5b0785fd42fb83fddd0fb38bb79f.pdf