A study of perceptions about healthy food advertised in select urban areas in India

Abstract

The percentage of the obese and overweight population inIndia has alarmingly increased over the last few years. It isdescribed as a global epidemic that needs to be controlled.The two main reasons for obesity and overweight are lack ofphysical activity and lack of balanced diet. Childhood Obesityleads to many chronic diseases in adulthood if not cured. Withthe lifestyle change, physical activity has gradually decreased;therefore, a balanced diet is necessary to fight obesity. Obesitycan also be controlled among the youth so that it is notcarried forward in adulthood. Consequently, it is imperative toknow what makes them buy products that claim to be healthy.Advertisers use the central or peripheral route of advertising toendorse the products and add labels as heuristic cues to helpbuyers make a healthy choice. A questionnaire that was givento the sample to understand their perception of food productsthat claim to be healthy indicated that the influence of celebritybrand endorsers varies with categories of food products. It alsoindicated that all labels do not influence the buyer. The buyerswho claimed to check nutrient facts of the products also perceivedthe products to be healthy. Government guidelines havebeen established for nutritional claims made by the advertisers,but more information needs to be given to the buyers so thatthey can make an informed decision.