Only 14 Percent Understand Front-of-Pack Sugar Claims Despite High Purchase Rates: Study

With the escalating prevalence of obesity and associated lifestyle-related conditions driving a shift toward healthier dietary selections, front-of-pack (FOP) sugar-related marketing claims have proliferated, yet their actual impact on consumer understanding and metabolic health remains poorly defined.

To address this clinical gap, Garima Batra and colleagues from the Department of Food and Nutrition at the Institute of Home Economics, University of Delhi, evaluated how these front-of-pack labels affect the purchasing decisions of young urban women aged 21 to 35 in Delhi and the National Capital Region (NCR)—particularly those vulnerable to or suffering from lifestyle-related disorders—while also analyzing the nutritional quality of commonly purchased products using the Indian Council of Medical Research-National Institute of Nutrition (ICMR-NIN) food categorization system.

Therefore, employing a structured questionnaire, the investigative survey evaluated purchasing behavior and label perceptions in Delhi-based women aged 21 to 35, while excluding individuals outside this demographic and geographical boundary. The primary endpoints measured consumer purchasing patterns and product knowledge, while secondary endpoints assessed the levels of food processing and nutrients of concern in commonly consumed products using the national food categorization system.

Key Clinical Findings of the Study Includes:

• High Purchase Rates: Investigators observed that 74% of participants bought products with sugar-related claims, primarily selecting snacks and confectionery (58.6%), followed by beverages (51.3%) and milk products (36.4%).

• Comorbidity and Socio-economic Influence: Researchers noted that individuals from higher socio-economic strata (p=0.037) and those with three or more family comorbidities (p=0.045) showed a significantly higher propensity to purchase these labeled foods.

• Low Label Literacy: Investigators found that a mere 14% of the surveyed cohort demonstrated a comprehensive understanding of the actual meaning behind front-of-pack sugar claims.

• Perception Bias: Researchers documented that consumers viewed terms like "No Added Sugar" and "Natural Sugars" more favorably than "Sugar-Free" or "Reduced Sugar," which were frequently associated with synthetic sweeteners.

• Nutritional Discordance: Investigators revealed that many of the assessed items were highly processed and contained various chemical additives, posing a significant risk of a misleading "health halo."

The results suggest that a vast majority of urban female consumers—specifically 74%—frequently purchase products carrying sugar-related marketing claims despite a profound lack of label comprehension, with only 14% exhibiting adequate knowledge. This extensive purchasing of items that are often highly processed and additive-laden highlights how promotional labels can obscure poor nutritional quality and mislead even high-risk patient groups.

Thus, the study concludes clinicians should address this gap by actively promoting improved label literacy during consultations, helping patients recognize that front-of-pack claims do not necessarily equate to overall nutritional quality.

Although the investigation provides critical baseline insights, its geographic focus on Delhi and the National Capital Region, combined with a narrow age demographic and a selective product analysis, underscores the necessity for wider national studies to fully understand the broader public health impact of these labels.

Reference

Batra, G., & Sabharwal, V. (2025). Influence of Front-of-Pack Sugar Labels on Purchase Behavior and it’s Health Implications for Women Residing in Urban Areas of Delhi. Indian Journal of Nutrition and Dietetics, 62(4).