- Consumers had difficulty sorting out strength of scientific evidence associated with various claim levels, regardless of claim type.
- May be indicative of consumer desire for simpler language on food and health, as seen in structure-function claims, dietary guidance statements, and alternative language
- With unintended effects observed related to safety concerns, quality and healthfulness misperceptions, and purchase intent, emphasis on letter grades steers consumers to quality of product, not just level of science.
- May potentially mislead consumers with regard to both perception and understanding of scientific evidence as well as overall diet choices
In Summary... Consumer Insights
