Consumers are becoming increasingly sceptical about food products which claim to be ‘healthy’, according to a qualitative research study undertaken by market research specialists Engage Research.

The study, conducted among the company’s online community Engage Brain, found that consumers increasingly feel food companies are labelling their brands in a way which is either misleading or which disguises the ‘true healthiness or otherwise’ of the product. While not all brands are deemed equally ‘untrustworthy’, such scepticism may begin to affect by association brands that enjoy a strong and hitherto trusted relationship with consumers, says the firm.

“It seems that many consumers believe that manufacturers have taken liberties in the past in their use of the term ‘healthy’ and so now, many simply don’t believe it,” explains Andy Barker, director of Engage Research. “The scepticism also applies to products described as ‘low calorie’ and ‘low fat’.

“Consumers seem to feel that a lot of manufacturers have deceived them in the past with marketing strategies that lead you to believe products are healthy. They want honesty. They don’t mind being told that a breakfast cereal is wholegrain, as long as they are also told how much sugar is in each bowl.”