With so many choices on the shelves, it’s easy to be drawn to foods that are well packaged and promise everything from “no fat” to “reduced sugar.” But here’s what most people don’t realize. In other words, the more claims a product makes, the less nutritional value it often has.
Nutrition labels can feel like they’re written in code, and when you’re short on time or just trying to eat “better” food, it’s tempting to rely on the front of the box. Knowing what to look out for and what to focus on will give you the power to decipher those labels and make choices that benefit your health.
Health claims on the front of packaging can be misleading, study finds
Front-of-package (FOP) health claims on foods often do not reflect their actual nutritional quality, according to a new study published in PRiMER by researchers at SUNY Upstate Medical University and affiliated institutions. The findings challenge the credibility of marketing labels and provide practical guidance for doctors and consumers.1
• Purpose of the Study — Researchers aimed to determine whether FOP health labels reliably represent nutritional quality. Their concern was that such claims could mislead consumers into believing that unhealthy foods are healthy.2
• Methodology and Analysis — A total of 597 food and beverage items listed on Walmart.com were analyzed, spanning 122 subcategories across 11 major food groups. The team categorized three types of FOP health claims (nutrient content, functionality, and FDA-approved health claims) and assessed the healthiness of each product using the Nutri-Score system, a European front-of-package labeling tool approved by the World Health Organization (WHO).3
The Nutriscore evaluates items such as calories, sugar, saturated fat, sodium, fiber, and protein, and a lower score means a healthier product. The nutrition facts panel was extracted and analyzed using the Research Electronic Data Capture (REDCap) platform, and statistical modeling was performed using ordinary least squares (OLS) regression in R. The table below provides an overview of how the grading system works.
Source: PRiMER, 2025;9:41.4
• Billing Frequency — Nutrient content claims were most common, appearing 1,073 times. By comparison, there were only 14 FDA-approved health claims and 22 general functional claims, so our analysis focused on nutrition claims, which appear much more frequently.5
• Key results by food type — There was no consistent or significant correlation between the number of health claims and actual nutritional quality. In some categories, such as fruit, more highlighting was associated with lower Nutri scores, while grains and snacks or sweets had slightly better scores with more highlighting.
Overall, type of food was more important than number of claims. Foods containing vegetables and whole grains scored better than foods high in fat, oil and sugar.
• Research Conclusions and Practical Advice — Researchers found that FOP health claims are unreliable indicators of a food’s nutritional content. As one report covering the featured study noted, “The cognitive shortcut of ‘choose the package with more health badges’ is unreliable.”6
Instead, they encourage patients to prioritize whole food categories and consult nutrition facts panels to assess important nutrients such as added sugars, sodium and saturated fat, rather than doctors trusting front-panel marketing.7
Why health claims are compelling but unreliable
Ultra-processed foods (UPF) are dominating grocery store shelves today due to their convenient nature: quick, delicious, and addictive. Additionally, these foods are often marketed as “healthy” even though they are made with ingredients like artificial sugars, refined starches, and vegetable oils designed for flavor and long shelf life rather than proper nutrition.
UPF currently makes up about 73% of the U.S. food supply and provides more than half of the average adult’s daily calories, according to Northeastern University’s Network Science Institute.8
UPF is so common that packaging is designed to persuade rather than inform, and is surrounded by claims that promise health but often conceal the opposite.
• Health claims and nutrient content claims — Not all label messages are regulated equally. Health claims linking food to a reduced risk of disease, such as “Consuming adequate calcium throughout your life may reduce the risk of osteoporosis,” must be supported by scientific evidence. Nutrient content claims such as “low,” “free,” or “good source” apply only to specific nutrients, including sugar, sodium, and fat, and are subject to different regulatory standards.9
• Commonly Misleading Labeling Terms — Many of the descriptive words on the packaging are meant to grab attention rather than give the full picture. Even regulatory terms can be confusing when taken out of context.10
◦ Sugar-free — This means it has less than 0.5g of sugar per serving, but that doesn’t mean it’s calorie-free or healthy. Some sugar-free products use refined starches or artificial sweeteners instead.
◦ Miscellaneous grains — Products often contain one or more refined grains.
◦ Fortified Flour — This is not made from whole wheat, but rather white flour with some added nutrients.
◦ Low fat — Foods may contain additional refined sugar or salt to make up for lost flavor.
• Health Halos Distort Your Perception — When we see labels like “immune support,” “heart health,” or “organic,” our brains tend to generalize. This is called the health halo effect. A single positive statement may lead you to believe that the entire product is healthy, even if it is high in sugar, salt, and vegetable oil. Food companies know this, and they often use these claims to divert attention from less desirable ingredients.11
• Many adults have difficulty understanding food labels. A 2017 nationally representative study published in the Journal of Education and Health Promotion found that more than half of all adults have low levels of nutrition label understanding needed to make informed food choices.12
“Our survey results showed that the majority of participants (71.9%) claimed that they do not use shopping lists, and more than half of them (61.8%) indicated that their specific food choices were not based on nutritional information. The same trend was observed regarding the use of nutritional information when shopping, with only 9.3% of consumers claiming to utilize that knowledge when shopping.”
To learn more about how UPF affects the brain and causes food addiction, read my article “Older Adults Struggling with Ultra-Processed Food Addiction.”
The Basics of Reading Nutrition Labels
The nutrition facts label is one of the most important tools for understanding what is actually in your food. It helps you compare products and make informed choices quickly. But for many people, terms like grams, percentages, and nutrients can feel foreign. The following guide will break down the basics so you can stop guessing and feel more confident about what you’re putting on your plate.13
• Start with serving sizes — All information in the nutrition facts label is based on one serving, not the entire package. If you are consuming more than one serving, you should increase calories and nutrients accordingly. Many packaged foods contain more than two servings per container.
• Understanding Calories Per Serving — Calories represent the amount of energy you get from one serving of food. The FDA recommends calories as a quick way to assess whether a food meets your daily energy needs, but it’s not the only measure of how healthy it is.
• Focus on % Daily Value (%DV) — %DV shows how the amount of a specific nutrient in one serving contributes to a daily diet. A %DV of 5% or less is considered low, and a %DV of 20% or higher is considered high. This helps you determine whether a food is rich in or limited in certain nutrients.14
• Identify nutrients to limit or increase — The FDA recommends prioritizing fiber, calcium, iron, potassium, and vitamin D while limiting saturated fat, sodium, and added sugars. Keeping a close eye on these nutrients can help balance your overall diet and prevent chronic disease.
Take new nutrition labeling technology further
Once you’re familiar with the basics, you can take your label reading skills to the next level. Bestselling author and nutrition educator Jessie Inhauspé, commonly known as the Glucose Goddess, offers practical ways to look beyond the numbers and spot red flags that nutrition facts panels alone can’t reveal.15
• Start with the ingredient list — Ingredients are listed by weight. If any of the first three ingredients include sugar or refined flour, the product is highly processed. Remember, less is more. Long lists full of additives or unrecognizable words usually indicate poor nutritional quality.
• Check the sugar placement and carbohydrate-to-fiber ratio. Inchauspé recommends aiming for at least 1 gram of fiber per 5 grams of carbohydrates. This ratio helps keep blood sugar stable.
• Prioritize protein and fiber over calories — Instead of obsessing about counting calories, focus on foods that provide steady energy and satiety.
Benefits of Knowing How to Read Nutrition Labels
Understanding how to read a nutrition label can empower you to make informed decisions about the food you eat. This helps you look past marketing claims and focus on what’s truly important.
• Make an informed choice — Nutrition labels can help you ignore FOP claims such as “low fat” or “no added sugar,” which can lead to false health perceptions. Reading the entire nutrition label can help you better assess the actual content and make more informed decisions.16
• Monitor nutritional levels — Nutrition labels help you determine calories, fat, vitamins, and minerals, which are especially useful for managing conditions such as diabetes, high blood pressure, and heart disease.17
• Complement your exercise routine — Understanding nutrition labels will help you choose foods that align with your fitness goals. Whether you’re managing your calorie intake, fueling your workouts, or supporting recovery, understanding what’s in your food can make it easier to maintain a balanced, active lifestyle.18
The best way to protect your health is to learn what you are actually eating. Every time you read a nutrition label, you gain knowledge that can help you make healthier choices.
It’s not about being perfect, it’s about caring enough to know more. Over time, that awareness adds real value to your life. When you practice reading labels, you’re investing in your health and the habit will always be worth it in the end.
Frequently Asked Questions (FAQs) About Nutrition and Health Labels
cue: Why are front-of-package health claims misleading?
no way: Because they emphasize attractive features like “heart healthy,” “low-fat,” and “keto-friendly,” while ignoring nutritional content and amount of processing. The PRiMER study found no consistent link between the number of health claims and actual nutritional quality. In some cases, products with more claims scored lower on the Nutri-Score system.
cue: What should you look for first when reading a nutrition facts label?
no way: Start with the serving size. All numbers on the label, including calories, sugar, sodium and fat, refer to one serving. Many packaged foods contain more than two servings. This means you could be consuming twice as many calories, salt or sugar as you think you would.
cue: What nutrients are most important when comparing foods?
no way: Look for foods that are low in added sugars, sodium, and refined oils but high in fiber and protein. These nutrients work together to promote satiety, stabilize blood sugar, and support long-term metabolic health.
cue: How do you know if a product is ultra-processed or low quality?
no way: Flip the package over and scan the ingredients list. If sugar, refined flour, or hydrogenated vegetable oils are among the first few ingredients, or if the list is long and full of additives, it’s ultra-processed. Minimally processed foods have short, easy-to-read ingredient lists.
cue: Are words like “gluten-free,” “vegan,” or “organic” reliable indicators of healthy food?
no way: no. This statement explains how the product is made. That’s not how nutritious it is. “Low-fat” snacks may contain additional sugars, and “gluten-free” or “organic” items may still be high in refined carbohydrates or sodium. Always read the full nutrition facts panel to see what’s inside.
