The communication of health claims for foods: A review of consumer perceptions

There is great demand among consumers today for a wide range of tasty and convenient products but, given the ageing population and increases in health care costs, there is an even greater demand for healthier dietary choices. Changes in regulatory requirements have allowed greater use of health claims on food product labels that inform consumers of the health benefits of a certain food or food component. The growth of the functional food market has the potential to affect the health of modern day society. However, with advances in nutritional science and food technology, the consumer has become overwhelmed with confusing health claims and mixed marketing messages for foods. This article gives a general overview of consumer perceptions of functional food and health claims on food labels, reviews the relationship between food and the scientific evidence and opens a final discussion about market, health and communication premises.