"It's All Just Marketing", a Qualitative Analysis of Consumer Perceptions and Understandings of Nutrition Content and Health Claims in New Zealand.

Nutrition content and health claims are widely used globally on both food labels and in food advertising. This study explored how New Zealand consumers understand, perceive, and use nutrition content and health claims on food labels. A qualitative approach was used with semi-structured in-depth online interviews and in-person focus groups including 49 participants, aged ≥25 years responsible for household food shopping. Transcripts were analysed using reflexive thematic analysis using inductive coding, with development of five themes-(1) aware of claims but did not use, (2) mistrust and scepticism, (3) confusion and misinterpretation, (4) using claims to guide food choice, and (5) not all claims are equal. For theme 1, price and habit were found to be the most influential in driving food choice. Underlying theme 2 was the perception by most of nutrition and health claims as marketing. Scepticism was exacerbated when nutrient claims were displayed on inherently unhealthy products. However participants with specific dietary requirements did find claims helpful. Restricting nutrient claims to foods meeting a healthy nutrient profile aligned to the existing Health Star Rating system, education about regulation and supporting claims with more contextual information may increase trust, the perceived value of claims and therefore their utility.

Exploring the relationship between sugars and obesity.

OBJECTIVE: Investigate the relationship between body mass index (BMI) and intake of sugars and fat in New Zealand adults and children. DESIGN: Secondary analyses of National Nutrition Survey (1997) and Children's Nutrition Survey (2002) data for the New Zealand population. BMI calculated from height and weight; fat, sugars and sucrose (used as a surrogate for added sugars) intakes estimated from 24-hour diet recall. Ethnic-specific analyses of children's data. Relationships (using linear regression) between BMI and sugars/sucrose intakes; per cent total energy from fat; mean total energy intake from sucrose. Subjects classified into diet-type groups by levels of intake of fat and sucrose; relative proportions of overweight/obese children in each group compared with that of normal weight subjects using design-adjusted chi2 tests. SETTING: New Zealand homes and schools. SUBJECTS: 4379 adults (15+ years); 3049 children (5-14 years). RESULTS: Sugars (but not sucrose) intake was significantly lower among obese compared to normal weight children. In adults and children, those with the lowest intake of sugars from foods were significantly more likely to be overweight/obese. Sucrose came predominantly from beverages; in children, 45% of this was from powdered drinks. Sucrose intake from sugary beverages was not related to BMI. Per cent total energy (%E) from sucrose was significantly inversely related to %E from fat among adults and children. Proportions of overweight/obese adults or children in each diet-type group did not differ from that of normal weight individuals. CONCLUSIONS: Current sugars or sucrose intake is not associated with body weight status in the New Zealand population.