Examining The Use of Health and Nutrition Claims Using Mintel GNPD
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This report looks at the state of health and nutrition claims in Canada from 2007-2012, as well the United States (U.S) and the European Union (EU).
Several different questions were addressed for this report:
1. During the five year period from 2007 to 2012, was there an increase or a decrease health and nutrition claims?
2. What were the top 20 health and nutrition claims in 2007 and 2012? And how is the nature of the claims changing through the years?
3. What are the major food categories carrying the top 20 health and nutrition claims overall? And what is the nutrition profile of these food products? Are there any major ingredients associated with these claims?
4. How are the claims of interest displayed on the label in terms of location, length of claim and symbols?
5. Are claims available on product/company websites and other social media outlets (Facebook, Twitter etc.), how to they compare to the claims on the label? How do they align with government health and nutrition messages?
For this report, the Mintel New Product Global Database was used to gather information for health and nutrition claims. The search strategy was to capture all packaged food and drink (excluding alcoholic) products in Canada between the January 2007 and December 2012 carrying a claim that represents nutrition and/or general healthy eating. Health claims are “any representation in labelling or advertising that sates, suggests, or implies that a relationship exists between consumption of a food, or to an ingredient in the food and health” (1). This includes nutrient content claims, which are claims that directly or indirectly state the level of a nutrient present in a food (2), general health claims - bro...
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... or twitter.
Some website information goes beyond the label
One product, an olive oil, only has disease- risk claim related to saturated, trans-fat and heart disease. However, on its website there are disease risk claims for Cancer, Diabetes, Obesity, Gastrointestinal (GI) and Digestion, Osteoporosis, Arthritis, Asthma, Neurodegenerative Diseases and anti-aging. Nutrients such as Oleocanthal, Polyphenols, Squalene, Sitosterol, and Oleic acid were also mention on the website to have health and nutritional benefits, however these nutrients are not approve for any type of health or nutrition claims in Canada.
Another product, a corn-based snack mentions on its label that it “contains sprouted whole grains and seeds which are known to enhance the bioavailability of nutrients,400mg of omega 3 fatty acids per serving to help keep cells happy. The website elaborates