Consumers want meaningful health benefits, but greater access to information means brands need to make their claims clear, credible, and easy to understand
Consumers have more ways to question health claims than ever before. They can search online, speak to healthcare professionals, read social media content, or compare different opinions before making a decision. This does not mean consumers have stopped trusting health information. Instead, brands need to ensure their health claims remain believable when consumers check them elsewhere.
How are consumers researching health information?
Access to health information has expanded. FMCG Gurus research shows that 51% of global consumers research information about how to lead a healthier lifestyle. Among these consumers, 85% use Google or internet searches, while 69% turn to doctors.
This gives consumers more opportunities to compare what they are being told. A claim seen on packaging may later be checked online or discussed with another source.
For brands, this makes clarity important. Health claims should communicate a specific benefit that remains easy to understand outside the original marketing message.
Why does credibility alone not guarantee purchase?
Consumers may trust health advice but still struggle to act on it. Cost, stress, and convenience can all create barriers.
For instance, FMCG Gurus research shows that 65% of global consumers say eating healthily is expensive. Meanwhile, 35% say time scarcity means they often turn to convenience foods.
As a result, consumers may continue searching for solutions that feel easier to incorporate into everyday life.
Brands should focus on making health goals more manageable rather than promising shortcuts. Familiar formats, simple routines, and clear benefits can make credible propositions feel more relevant.
Can too many health claims reduce credibility?
Adding more benefits does not always make a product more appealing. A long list of health claims can make it harder for consumers to understand what a product is primarily designed to do.
FMCG Gurus research shows that 21% of global consumers consider packaging claims around health benefits very trustworthy. A further 39% consider them slightly trustworthy.
Brands therefore need to identify the strongest benefit a product can credibly deliver. Supporting benefits can add value, but too many promises may make the overall proposition harder to believe.
Do consumers still want meaningful health benefits?
Greater scrutiny does not mean consumers have lowered their health goals. FMCG Gurus’ research shows that 73% of global consumers have looked to improve their overall health in the last two years. In addition, 60% have adopted a more long-term approach to health.
This creates an important balance for brands. Health claims need to be realistic, but they must also communicate an outcome that feels worthwhile.
Rather than positioning one product as the complete solution, brands can explain the specific role it plays in supporting a wider health goal.
How can brands make health claims more believable?
Evidence can provide consumers with reassurance. Among global consumers who had purchased sports nutrition products in the previous six months, 71% said scientific claims were important when choosing products.
However, evidence should also reflect the finished product. Research around individual ingredients can provide useful support, but brands need to understand what the complete proposition can realistically deliver. The report recommends building evidence around the finished product and using this to establish the strongest claims it can support.
Ultimately, successful health claims need to balance credibility with consumer ambition. Consumers still want products that can make a meaningful difference. Brands that communicate a clear benefit, provide credible support, and set realistic expectations can make their health propositions easier to understand and believe.
Want to learn more? Explore FMCG Gurus’ The Health Credibility Challenge: Trend Report 2026 for more insight.