A deceptive label

“Low fat” – this label on food packaging can create more problems than it solves for manufacturers and consumers. When products are advertised as low in fat, many consumers assume that they also contain less sugar, according to a new study from the Martin Luther University Halle-Wittenberg (MLU). But this assumption is often wrong. The sugar content of many low-fat products is not significantly different from that of other products. The study was published in the journal Food Quality and Preference.

Study implementation and results

To investigate the influence of packaging information on perception and purchasing behavior, the researchers carried out three experiments with yoghurts. They asked 760 people to rate the calories, sugar and fat content on a seven-point scale. They should also indicate whether they would buy the product.

The results were revealing. Although respondents mostly correctly estimated the low-fat yogurt's lower calorie content, they also believed that the yogurt contained less sugar than yogurt without the "low-fat" label. The willingness to purchase decreased when a group of participants were presented with the actual nutritional information on the packaging after the first test - despite the fact that the low-fat yogurt contained fewer calories.

The role of nutritional information and producer responsibility

Study leader PD Dr. Steffen Jahn from MLU argues that information on food packaging can distort consumers' perceptions. This is shown by the example of a cake mix that was advertised in Australia as “97 percent fat-free” even though it was 55 percent sugar.

Dr. Jahn emphasizes that consumers can feel deceived, even if manufacturer claims such as “low fat” are technically correct, but at the same time obscure part of the truth. For manufacturers who want to retain their customers in the long term, it would be advisable to reconsider this practice. A possible solution could be to indicate the nutritional values ​​of the products directly on the front of the packaging.

Fact check

ClaimsFact check
Low-fat products also contain less sugar.Incorrect . The study shows that the sugar content of many low-fat products is not significantly different from that of other products.
Consumers' willingness to purchase remains the same if they are informed about the actual sugar content of low-fat products.Incorrect . According to the study, consumers' willingness to purchase decreased once they were informed about the actual sugar content.
Manufacturers who advertise their products as low in fat do not cause confusion among consumers.Incorrect . The study shows that consumers can feel misled when products are advertised as "low fat", as this is often associated with lower sugar content.
The nutritional information of low-fat products is visible on the front of the packaging.Often wrong . The study suggests that full nutritional information should appear on the front of the package to avoid confusion.

Conclusion: It is obvious that the “low fat” label often leads to misunderstandings among consumers who assume that the product also contains less sugar. Manufacturers should reconsider this misleading practice and provide more transparent nutritional information directly on the packaging.

Source: Original publication/study: Jahn S. et al. Truthful yet misleading: Consumer response to 'low fat' food with high sugar content. Food Quality and Preference (2023). doi: 10.1016/j.foodqual.2023.104900

Also read: Fact check: Slaughterhouse waste and sugar in fruit gums – what’s really in them?


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