Consumer Research Highlights
- Claim type, claim level, and perceptions of a product and/or awareness of a nutrient collectively impact consumer perceptions.
- Consumers have difficulty distinguishing among 4 levels of scientific evidence, especially with language-only claims.
- Consumers can distinguish among 4 levels of science using report card graphic; but with negative consequences observed in consumer perception of product safety, quality, and healthfulness at lower level claims in some instances (report card graphic and text).
- Consumers rate the scientific evidence and other attributes of a product containing an unqualified claim similar to that of products containing a structure-function claim or dietary guidance statement.
