Food Technology Magazine | Applied Science
Gauging the Health Halo Effect
In this column, the author describes the concept of the health halo effect and how the inclusion of bioactive compounds can influence consumer perception of the overall healthfulness of a food product.
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The “health halo” is a powerful psychological effect that leads consumers to believe certain foods are healthier than they are, simply because of appealing claims on the label. This phenomenon strongly shapes purchasing behavior, often encouraging individuals to overconsume or choose products based on marketing rather than nutritional merit.
Words and phrases that evoke wholesomeness, such as “organic,” “good source of protein,” “low-fat,” “natural,” “rich in antioxidants,” and “antiaging,” among…
