In today’s world where brands are developing enormous varieties of products, the food claims lining the shelves of supermarkets deciphering them can be a daunting task. Since, the competition is rising and brands are trying innovative ways to attract attention, a food product without any claims on its packaging can often seem unattractive. Food labeling claims have become a critical part of marketing tactics that manufacturers employ to capture customer interest and convey the unique selling points of their products. Furthermore, these claims influence consumer choices, product quality, and desirability.

Why Label Matters?

The Label is the main thing that will let you know what you are consuming in your body and in how much proportion. Moreover, these labels are more than just scientific terms, they are the getaway to understanding precisely what you are putting in your body.

What are Food Labelling Claims?

Food labeling claims are statements that are made on food packaging that offer information about the nutritional value, health benefits, or particular characteristics of a product. They serve as a means of communication between consumers and manufacturers that helps buyers make informed decisions about the foods they buy. The Food Safety and Standards Authority of India (FSSAI) has defined the claim as: “Claim means any representation that is printed, oral, audio or visual or implies that a food has particular qualities relating to its origin, nutritional properties, processing, composition.

Advertising and Food Labelling Claims: Regulatory Framework

For setting food label requirements in India, the responsibility relies on the Food Safety Standards Authority of India (FSSAI). Moreover, the apex regulatory body will rely on overseeing food safety and labeling regulations which are established by FSSAI. Since 2018 to made sure that food labeling claims are transparent, accurate, and not misleading. Furthermore, another body that plays a necessary role in regulating food labeling claims is the Advertising Standards Council Of India.

ASCI evaluates advertisements that include claims made on food packaging to ensure that they are sustained and will not be misleading to the customers. If any advertisement that includes food labeling claims is to be found to be violating the ASCI guidelines then appropriate action should be taken to resolve the misleading content. The role of ASCI in upholding advertising standards will help protect customers from false or exaggerated claims and promote transparency and credibility in the food industry.   

How does natural labeling affect customer behavior?

A particular trend in modern customer behavior is the enhanced demand for organic and natural products. As such, food labeling has become a crucial factor in customer purchasing decisions and natural labeling has gained particular attention. However, customers often consider natural food products as safer options that will influence their buying decisions.

Natural Labeling encompasses several claims which include all-natural or naturally made. Moreover, there are no significant regulations that define what these claims mean, leading to the potential abuse by food manufacturers. Some foods labeled as natural will still contain artificial preservatives which leads to a trust issue between the manufacturer and consumer. 

This labeling will positively affect customer behavior, but it will also have the potential to mislead customers. However, the impact and the perception of natural labeling will rely on how transparent the food companies are about their ingredients and manufacturing process. However, it is necessary to have a clear understanding of what natural means and how it can create a trusting relationship between manufacturers and consumers, establishing a long-term customer relationship. Moreover, food companies should carefully weigh their labeling claims and provide accurate and transparent information to consumers.    

The importance of transparency in food labeling

Transparency in food labeling is essential for making sure that customers have access to comprehensive information about the food that they are consuming. With the rise of food allergies, the growing concern over the use of certain chemicals in food production, and the desire for more ethical and sustainable food practices, customers are demanding more transparent labeling practices from food producers. However, it also involves clear labeling of sourcing, production methods, and certification for fair-trade products. For food producers, transparency will have several benefits. Furthermore, it will help in building consumer trust, enhance brand loyalty, and differentiate the brand in a highly competitive market. Also, transparency will demonstrate that food processing practices do not just negatively impact the environment or ethical standards. By doing so, customers will make an informed decision about the food they consume and the producers will improve their reputation in the industry. 

Types of Food Labelling Claims 

1) Nutrition Claims

These claims offer information about the nutrient content of a food product. Moreover, these claims hold significance as they assist customers in making informed choices, opting for products that provide significant nutritional benefits over ordinary items. Moreover, two types of nutrition claims are: Nutrient comparative claims and Nutrient content claims that describe the extent of a nutrient within a product. FSSAI regulations have defined significant conditions and rules for Nutrient content claims like Food Products that are claimed to be rich in fiber only if the fiber content in the product is more than 6/100g.

2) Health Claims

Health Claims are some of the statements that suggest a relationship between a food product and its impact on health. For instance, claims such as plant sterols will help in lowering cholesterol or a diet that is rich in vegetables and fruits will reduce the risk of several cancers that fall under health claims. However, health claims are categorized into nutrient function claims each describing the benefits, role, or risk reduction related to a particular food or constituent. However, it is crucial to note that health claims should be supported by scientific evidence and justification that will comply with FSSAI regulations. 

3) Non-addition Claims

Non-addition claims refer to those claims that are made about the absence of particular substances in a food product. However, these include the non-addition of sugars, the non-addition of sodium salts, and an additive source of any kind. Moreover, additional conditions or disclaimer statements can be used to enhance customer understanding of non-addition claims provided that they are prominently displayed and easily readable on the label. 

Food Category Particular Claims

The regulations significantly specify certain claims that can be developed for specific food categories. Like certain specific claims that can be made for Edible Vegetable Oils. Moreover, another category is that of Breads. However, a bread product that can be called a Multigrain bread in which only 20% of specialty ingredients should be grains other than wheat.

Claims that uses Phrases or Particular words

The use of particular words or phrases is governed by particular conditions. FSSAI has particular 6 words and rules to utilize as a claim statement that is:

1) Natural

2) Fresh

3) Pure

4) Authentic, genuine, real

5) Traditional

6) Original

The term natural can be utilized to describe a single food that is derived from a recognized source without any additives, related to the suitable processing for human consumption. However, composite foods will not be directly described as natural but they can be labeled as made from natural ingredients if all the ingredients fulfill the specified criteria.

Claims that require certification

With the rising popularity of vegan and organic foods, several products carry labels like vegan or organic. However, these claims will only be made on a product if a certificate has been obtained from the authority. Furthermore, these claims are also declared with the help of approved logos that are organic and vegan. 

The challenges of defining nature in the food industry

Defining what is considered natural in the food industry is a complex issue that will pose many challenges. While customers are willing to pay a premium for foods that have natural ingredients. However, there is no perfect definition of regulation in place to help guide food manufacturers in utilizing the term on their products. This lack of regulatory guidance has led to a wide range of interpretations of what constitutes a natural food ingredient that will result in confusion among customers and inconsistency in labeling.

In addition, the challenge of defining nature is compounded by the advancements in food technology where food ingredients are enhanced by being developed by scientists. The use of chemical modifications and processing techniques will make it tougher to determine if an ingredient is truly natural or if it has been altered in a way that no longer fits the definition. Moreover, another challenge is the issue of sustainability and the environmental impact of producing natural ingredients. Natural ingredients may be healthier for consumers as they may not be environmentally accessible for all consumers. As the demand for natural food products continues to evolve, it is imperative that the food industry work together to establish a clear definition of what constitutes a natural ingredient. However, this will help to ensure consistency and transparency in labeling as well as offer customers valuable information. 

What to look for in a Product Label?

Food labels are quite necessary in the products for informed decision-making. However, in a world where processed food dominates the shelves the ability to interpret these labels ensures that you are not unknowingly taking harmful ingredients. You can also consider several healthy products such as low-fat yogurt or granola bars that will often hide high levels of sodium, sugar, or preservatives. Therefore, there are many seemingly healthy products such as low-fat yogurt or granola bars that will often include a huge level of sodium, sugar, or preservatives. Learning to navigate the fine print will allow you to choose options that align with your health goals. Let’s understand the basics of Food Labels:

The Nutrition Facts Panel 

This panel is your initial point for understanding the nutritional value of a product as it includes:

1) Macronutrients: Carbohydrates, Fats, and Proteins that are broken down by type of saturated fat, and dietary fiber. 

2) Micronutrients: Minerals and Vitamins like iron, calcium, and Vitamin D. 

3) Calories: The total energy provided per serving.

 1) The Ingredient List

The ingredient list describes the real story that is listed in descending order of quantity, so the initial items will make up the bulk of the product. Therefore, if refined sugar and grains are listed initially then it can be worth reconsidering your choice. 

2)  Daily Value Percentages

These percentages tell about how much a serving contributes to your daily nutrient requirements that are based on a 2000-calorie diet. Moreover, your personal needs will differ. An active individual or those with a particular dietary restriction will require more or less certain nutrients. 

3) Decoding Serving Sizes

Most people underestimate how much they eat. If a bag of protein chips has 150 calories per serving but only has three servings, finishing the bag means consuming approximately 450 calories, not 150. You can always multiply the numbers by the serving that you are consuming.

Understand Added Sugars 

Sugar is one of the deceptive ingredients on labels. It also hides under the name such as:

Maltodextrin

High-Fructose syrup

Evaporated Cane juice

To maintain your sugar intake in balance, you just have to focus on the products with minimal or no added sugars. The daily limit for added sugar is approximately 25 grams for women and 36 grams for men. 

Be Wary of Sodium Levels 

Sodium in small amounts can be harmful in excess. The daily recommended intake is about 2300 milligrams but most Americans consume nearly double that. Processed foods such as canned soups and deli meats are notorious for being rich in sodium. You can also choose for low-sodium or no-salt-added versions whenever possible. 

Identifying Hidden Additives

Food labels often conceal harmful additives under difficult names. Here is what to look for:

Preservatives

Used to extend shelf life but will pose long-term health risks. Some of the common preservatives include:

Potassium Sorbate

Sodium Benzoate

BHA and BHT 

However, if you see these near the top of the ingredient list then it is a sign that the product is heavily processed.   

Trans Fats

Even if a label claims “0 grams trans fat”, it is not always true. Products under 0.5 grams per serving should be legally listed as zero. You can also check the ingredient list for partially hydrogenated oils, the primary source of trans fats, it is not always true.

Artificial Sweeteners

Sweeteners such as sucralose, aspartame, and saccharin are also found in diet sodas and sugar-free snacks. While they cut down on calories studies suggest that they might also affect gut health. 

Conclusion 

Decoding protein label claims do not have to be difficult. Understanding the crucial components to find, like amino acid profiles, protein content, protein kinds, additional ingredients, quality certifications, and transparency will enable you to make more informed decisions about which supplements are ideal for your lifestyle. With high-quality brands, you can stay confident that you are getting the nourishment that you require to achieve your exercise objectives and will maintain general health. So, the next time you go shopping for protein supplements, ensure to read the label carefully and make an informed decision. Your body deserves the best!