Consumer reactions to different health claim formats on food labels

Previous studies suggest that different formats of health claims communicate differently with consumers. This study investigated whether splitting of a claim (a brief claim at the front of a package directing consumers to the full health claim at the back), and/or endorsement of the claim (by Food Standards Australia New Zealand), have affected the acceptance of the claim by the consumer. Participants recruited by a shopping mall intercept method in two areas of Wollongong were interviewed face-to-face using a questionnaire. Split health claims produced more positive responses than not-split claims in several areas: they created a higher level of satisfaction with the labelling, they produced a higher level of trust, and they communicated better the health risk on the claim. Endorsement of a claim did not influence responses, possibly because of the small print of the approval statement or low awareness of FSANZ among consumers.