Health claims on beverages are marketing statements—such as "boosts immunity," "supports gut health," or "low sugar"—often used on functional drinks to suggest wellness benefits. Although health claims have been prevalent in advertising drinks for decades now, their usage may generate a “health halo” effect, leading the products to be perceived as healthier than they are. Considering the current developments in the beverages industry, it is essential to understand how marketing and regulatory statements influence consumers’ perceptions and decision-making. For instance, the global market value for beverage product development was estimated at about USD 2.03 trillion by 2026, indicating an increasingly rapid emergence of health claims beverages, including functional, fortified, and plant-based drinks. As a result, manufacturers of beverages have started utilizing front-of-packaging (FOP) statements such as “low sugar,” “high protein,” and “immune boosting,” in addition to structured regulatory labels, to enhance product transparency and encourage consumers to make healthy choices. However, a gap remains between intended communication and consumer perception food labels, as consumers depend on simplified cues rather than full nutritional evaluation, creating a disconnect between perceived and actual healthfulness and emphasizing the need to assess responses to both marketing claims and regulatory labels in real-world decisions. [1]
Assessing Consumer Response to Health Claims and Regulatory Labels in Beverages
Health claims on beverages are marketing statements—such as “boosts immunity,” “supports gut health,” or “low sugar”—often used on functional drinks to suggest wellness benefits. Although health claims have been prevalent in advertising drinks for decades now, their usage may generate a “health halo” effect, leading the products to be perceived as healthier than they are. Considering the current developments in the beverages industry, it is essential to understand how marketing and regulatory statements influence consumers’ perceptions and decision-making. For instance, the global market value for beverage product development was estimated at about USD 2.03 trillion by 2026, indicating an increasingly rapid emergence of health claims beverages, including functional, fortified, and plant-based drinks. As a result, manufacturers of beverages have started utilizing front-of-packaging (FOP) statements such as “low sugar,” “high protein,” and “immune boosting,” in addition to structured regulatory labels, to enhance product transparency and encourage consumers to make healthy choices. However, a gap remains between intended communication and consumer perception food labels, as consumers depend on simplified cues rather than full nutritional evaluation, creating a disconnect between perceived and actual healthfulness and emphasizing the need to assess responses to both marketing claims and regulatory labels in real-world decisions. [1]
Classification of Health Claims Beverages and Label Formats in Beverages
Health Claim Typologies
Health claims beverages can be broadly categorized based on their functional and perceptual intent:
- Reduction-based claims:
“Low sugar,” “zero fat” – target consumers who want to cut back on unhealthy substances - Addition-based claims:
“Added vitamins,” “high protein” – target those looking for nutritional benefits - Function-oriented claims:
“Energy boosting,” “supports immunity” — focus on physiological benefits - Perception-driven claims:
“Natural,” “organic,” “clean label” — rely on consumer beliefs and emotional associations
Label Format Classifications and Beverage Label Consumer Trust
Label formats also play a crucial role in shaping consumer perception food labels:
- Numeric-based labels:
Provides precise information on caloric content and percentage of daily values but requires higher cognitive effort - Color-coded interpretive labels:
Traffic light systems simplify decisions through intuitive visual cues - Warning-based labels:
Highlights excess of sugar, salt or fat in the beverage to trigger caution - Hybrid labels (icons + text):
Ensures both speed and clarity in communication for better usability
Interpretation Efficiency Consideration
The effectiveness of these formats depends on how easily consumers can process, understand, and trust the information presented, which directly influences beverage label consumer trust. [2]
Behavioral Mechanisms Behind Consumer Interpretation and Health Claim Evaluation FMCG
Interactions between consumers and beverage health label compliance follow heuristics. It uses mental shortcuts instead of complete nutrition analysis, focusing mainly on one attribute, e.g., “low sugar.” This leads to the halo effect, whereby positive characteristics, e.g., “natural,” indicate other attributes, such as low-calorie content or no preservatives. High cognitive load, especially when labels are complex, promotes FOP cues, speeding decisions but risking inaccuracy, making health claim evaluation FMCG a critical aspect of consumer research.
Consumer Understanding vs Misinterpretation Analysis in Beverage Health Label Compliance
There is misinterpretation with regards to health claims beverages. For instance, consumers associate “sugar-free” with fewer calories regardless of sweeteners or additives while “fortified” means superior even in cases with high sugar contents or preservatives. Label blindness worsens this—most ignore back-of-pack details (e.g., only ~35% check regularly), prioritizing bold FOP claims and overestimating benefits in immunity/detox/energy drinks via marketing over composition, highlighting gaps in beverage health label compliance. [3]
Influence of Label Design on Consumer Perception Food Labels
- Visual Hierarchy and Attention
Label design significantly impacts how consumers process and health claim evaluation FMCG. Visual hierarchy plays a key role, with larger fonts and top-positioned claims receiving greater attention and recall.
- Color Psychology and Perception
Color psychology is an important consideration for consumer perceptions about beverage label consumer trust; green signifies health and environmental sustainability, while red indicates either a warning or unhealthy products. Blue and white colors denote purity and reliability.
- Iconography vs Text Interpretation
The use of iconography versus text introduces another layer of complexity. Icons enable faster processing and are particularly effective in quick retail environments but may oversimplify complex nutritional information, leading to misinterpretation. Text-based labels provide greater clarity but require more cognitive effort, which many consumers are unwilling to invest during routine purchase decisions. [4]
Cross-Category Insights Within Health Claims Beverages
|
Beverage Category |
Key Health Claims |
Consumer Response |
Key Issue/Insight |
|
Carbonated Drinks |
“Zero sugar”, “Diet” |
Seen as healthier; high trial |
Overshadows additives/sweeteners |
|
Functional Beverages |
“Energy boosting”, “Immunity” |
Drives short-term buys |
Exaggerated expectations |
|
Dairy Beverages |
“High protein”, “Calcium-rich” |
High trust/alignment |
Well-understood |
|
Plant-Based |
“Lactose-free”, “Fortified” |
Healthy/sustainable appeal |
Trend-driven |
|
Juice Segment |
“No added sugar”, “Natural” |
Misread as low sugar |
Ignores natural sugars |
Regulatory Claims on Drinks and Beverage Health Label Compliance
- Mandatory Labeling Components
Regulatory claims on drinks require standardized information on formulation of beverage labels to ensure transparency and consumer safety:
- Nutritional Information Panel (calories, sugar, fat, protein, etc.)
- Ingredient List (in descending order of quantity)
- Allergen Declaration (e.g., milk, soy, nuts)
- Net Quantity and Serving Size
- Manufacturer Details and Batch Information
- Date Marking (expiry / best before)
- Front-of-Pack (FOP) Labeling Requirements
Simplified nutritional indicators for quick understanding under regulatory claims on drinks, including:
-
- Traffic light systems (color-coded nutrients)
- Nutritional scores or ratings
- Warning labels (e.g., high sugar, high salt, high fat)
- Health Claim Regulations
- Claims must be:
- Scientifically substantiated
- Non-misleading and verifiable
- Restrictions on:
- Disease-related claims without approval
- Use of vague terms like “healthy” or “natural” (regulated in some regions)
- Region-Specific Regulatory Bodies and Category-Based Labeling
- India – FSSAI (Food Safety and Standards Authority of India)
- Classifies beverages into categories such as:
- Carbonated beverages
- Fruit juices and nectars
- Dairy-based beverages
- Functional and health drinks
- Labeling and claims vary by category:
- Must state the percentage of fruit content in fruit beverages
- Must highlight milk solids and fat content in dairy beverages
- Function beverages should substantiate their claims
- Regulates claims under Advertising and Claims Regulations to prevent misleading communication
- Classifies beverages into categories such as:
- United States – FDA (Food and Drug Administration)
- Categorizes beverages into:
- Conventional beverages
- Dietary supplements (e.g., energy drinks in some cases)
- Labeling differs by category:
- Nutrition Facts Panel for conventional beverages
- Supplement Facts Panel for dietary beverages
- Defines:
- Nutrient content claims (e.g., “low sodium”)
- Authorized health claims based on scientific evidence
- Categorizes beverages into:
- European Union – EFSA (European Food Safety Authority)
- Categorizes beverages under:
- Soft drinks
- Fruit juices
- Functional/fortified beverages
- Enforces:
- Strict pre-approval of health claims beverages
- Category-specific rules (e.g., fruit juice cannot claim “no added sugar” if inherently restricted)
- Standardized labeling under EU Food Information regulations
- Categorizes beverages under:
- Labeling Compliance Challenges
Conclusion
Consumer perception food labels and label adherence for beverage health label compliance is influenced by cognitive biases, label structure, and beverage label consumer trust in label claims, resulting in misunderstandings without clear and transparent communication. Successful labeling involves a blend of simplicity, accuracy, and credibility to support informed decision-making and build consumer trust.
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References
- Sree, S., Chinnaiyan, S., Palanisamy, B., et al. (2025). Evaluating nutrient claim accuracy of packaged food products in Indian e-commerce platforms. Discover Food, 5, 326. https://doi.org/10.1007/s44187-025-00597-y
- Chaudhary, V., & Sharma, D. (2025). Classification and analysis of nutrition and health claims on Indian packaged food products. CyTA – Journal of Food, 23. https://doi.org/10.1080/19476337.2025.2520543
- Kowalska, A., Leoniak, K., & Sołowiej, B. G. (2024). Consumers’ attitudes and intentions toward functional beverages: A lesson for producers and retailers. Decision, 51, 321–337. https://doi.org/10.1007/s40622-024-00395-y
- Arboleda, A. M. (2025). Impact of warning label shapes on perceived healthfulness and consumer attention. Food Research International, 205, 115917. https://doi.org/10.1016/j.foodres.2025.115917
- Pande, B., Chandorkar, S., & Singh, M. (2025). Decadal transition in food labelling compliance with the Food Safety and Standards Authority of India regulations and the nutritional composition of processed packaged foods: Implications for public health. World Nutrition, 16(3), 120–131. https://doi.org/10.26596/wn.2025163120-13
- Tavares, H. F. M., Sampaio, G. R., de Camargo, A. C., & Torres, E. A. F. D. S. (2026). The role of health claims on consumer behavior and food
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