Health Claim Use & Preferences In France And U.S.

July 18, 2022: 12:00 AM EST

INSEAD Knowledge recently published research that studied health claims of breakfast cereals and consumer preferences in the U.S. and France. The research found that “clean” claims – labels that highlight nothing artificial has been added – are the fastest-growing category in both France and the U.S. “Enriched” claims are the least used, while “diet” claims grew similarly in both countries. “Whole” claims like “wholesome” or “organic” grew faster in France and are now the second most popular category, whereas they remained in third place in the U.S. Regarding consumer preferences, the research found Americans prefer claims about the presence of good than about the absence of bad, while French consumers preferred more natural-based claims. The research hypothesized that the disparity between the claims that people like and the claims that companies are using is due to the high number of privately owned companies in the U.S. that target a niche market.

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Health Claim Use & Preferences In France And U.S.

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