Global Skepticism Grows Over Food Health Claims: Why Consumers No Longer Trust Labels

 "82% of consumers distrust food health claims—here’s why ‘healthwashing’ is backfiring. Learn how brands can regain trust with science-backed transparency."

A 2025 NielsenIQ (NIQ) report reveals a striking trend: 82% of consumers worldwide now demand clearer, more transparent food labels, while 62% distrust health claims made by brands—a phenomenon dubbed "healthwashing". This skepticism is reshaping the food industry, forcing companies to rethink marketing strategies and prioritize authenticity.

Why the Distrust? Key Findings

1. Overstated Benefits & Misleading Labels

• Consumers increasingly view claims like "boosts immunity" or "gut-friendly" as marketing gimmicks, especially when attached to ultra-processed foods.

• Studies show ingredient claims (e.g., "contains probiotics") are trusted more than vague health claims (e.g., "supports heart health").

1. The Rise of "Healthwashing"

• Brands exaggerate minor benefits (e.g., "added vitamins") while ignoring negatives like high sugar or sodium.

• 25% of consumers avoid such products entirely, fearing deceptive marketing.

1. Regional & Generational Divides

• Gen Z and Millennials are the most skeptical, relying on social media fact-checking and third-party certifications.

• In Western Europe, strict regulations boost trust, while North Americans cite cost and motivation as barriers to believing claims.

The Science Behind Skepticism

• A 2024 study in the European Journal of Marketing found that health claims on unhealthy products backfire, increasing skepticism and reducing purchases.

• Consumers prefer front-of-pack labels (e.g., Health Star Ratings) over claims, as they provide objective nutritional summaries.

How Brands Can Rebuild Trust

✔ Transparency First: Share sourcing, production methods, and scientific backing for claims.
✔ Clean Labels: Use recognizable ingredients and avoid jargon (e.g., "no artificial preservatives" vs. "all-natural").
✔ Third-Party Certifications: Labels like Non-GMO Project or USDA Organic carry more weight than self-declared claims.
✔ Targeted Messaging: Gen Z responds to sustainability + health combos (e.g., "plant-based for you & the planet").

The Future of Food Marketing

With 71% of consumers willing to pay more for ethically produced, transparently labeled products, brands must shift from hype to honesty—or risk losing the health-conscious market entirely.