Effect of nutrient, processing and hedonic claims on food-related perceptions: An experimental online study in Brazil and Germany

Abstract

Prior studies on perceived healthiness of foods have often compared nutrient and hedonic claims, neglecting comparisons to a control condition. The effect of food claims focusing on the food processing level has received considerably less research attention, although food processing has been included in dietary guidelines in Brazil. Thus, the present study aimed to explore the effect of a control and processing claim, additionally to the effects of a nutrient.and hedonic claim, on perceptions related to a food item typically considered “less healthy” (chocolate cake). We further compared these effects between Brazil and Germany, a country where food processing is currently not included in dietary guidelines. A total of 634 lay adults were recruited in a cross-sectional online study and randomised to see the photo of a piece of cake with one of the four different claim conditions and to report their health-related perceptions of the cake. The main analyses included two-way ANCOVAs (4 claims x 2 countries) for each dependent variable controlled for gender, age and level of hunger; followed by post hoc tests. Overall, results revealed that in both countries, the claims highlighting nutrients or processing aspects rendered the perceptions of the cake healthier compared to the control claim. These effects were more pronounced among Brazilian than among German participants. Food-related perceptions mostly did not differ between the hedonic and control claim and did not differ at all between the nutrient and processing claims. In conclusion, it is noteworthy that, even for an inherently considered “less healthy food item” (chocolate cake) nutrient and processing claims increase healthiness perceptions. While our findings may imply that in both countries lay people are highly susceptible to nutrient claims, food processing aspects seem to be similarly relevant.