1. Introduction
Health and nutrition claims are a key component of the food environment, utilised by food companies and manufacturers as a way of informing consumers and influencing purchasing behaviour [
1,
2]. These claims have been shown to have varying influences on a consumer’s ability to navigate the food environment and make informed health choices [
3,
4,
5,
6]. As a major purchasing point for food products, supermarkets are a direct channel between consumers and their respective food environments [
7,
8,
9], reinforcing the need for accurate and coherent health information within this space.
In Australia and New Zealand, health, nutrition, and related claims are regulated by the Food Standards Code (FSC) [
10], specifically Standard 1.2.7, which outlines the types of claims that can be made and the conditions under which they can be made. Under Standard 1.2.7, three types of claims can be made: content claims, general-level health claims, and high-level health claims [
10]. Furthermore, in order to make either general or high-level health claims, products must meet the nutrient profiling scoring criterion (NPSC) [
11], which categorises foods according to their nutritional composition. Since the revision of the code in 2013 and its subsequent enforcement in 2016, investigation into compliance of food packaging claims in Australia has been limited [
12]. While the code has enhanced the ability of manufacturers to promote ingredients and products such as fruit and vegetables [
13], investigations into prominent supermarket items such as breakfast cereals [
14], muesli bars [
15], and ultra-processed foods [
16] have found varying proportions of claims not compliant with the FSC. Such noncompliant claims can not only lead to legislative and production implications for food manufacturers, but also potentially mislead consumers’ food practices and behaviours [
6,
7]. Given the differing levels of compliance observed, it is important that a range of food categories are investigated in order to quantify the use of nutrition and health claims across the food supply.
Yoghurt is a core dairy food and source of calcium contributing to bone and muscle health, as well as blood and hormonal function [
17,
18,
19,
20,
21]. Despite these positive health implications, and correlations between health and nutrition claims on yoghurt packaging and heightened consumer desirability and purchasing behaviour [
1], research into the quantity and compliance of health, nutrition, and related claims on yoghurts in Australia is limited, pre-dating the changes to the FSC [
22,
23]. This presents the potential for misinformation within the food environment, resulting in likely misguided consumer choices as well as diminishing the capacity of health professionals, such as dietitians, to decipher and convey product information effectively [
24,
25,
26]. An updated investigation of nutrition and health claims made on yoghurt products and their compliance with regulations is therefore needed.
The aim of this study was to investigate the use of nutrition, health, and related claims on yoghurt products in Australian supermarkets, and assess the compliance of these products with the revised FSC.
4. Discussion
This was the first study to assess the compliance of health, nutrition, and related claims in Australian yoghurt products since the revision of the FSC in 2013 [
10]. A total of 340 different yoghurt products were found across the supermarkets audited, with 97.9% containing at least one identified claim. These findings are in contrast with previous Australian research conducted prior to the revision of the FSC, which found that only 30% of products carried health or nutrition claims [
22], with most claims compliant with the FSC (97.4%). In the present study, a total of 1680 health and nutrition claims were found across audited products. Of these, 93.9% of claims were classified as nutrition-content claims, with the remainder classified as general-level health claims. Most yoghurt products audited (81.5%) met the nutrient profile scoring criterion (NPSC) and were thus considered to have a healthy nutrient profile, and eligible to carry health claims. Interestingly, this does not align with previous research into other food categories, which found higher proportions of products that did not meet the NPSC [
4,
27,
46].
The presence of health and nutrition claims on food packaging has rapidly expanded in the past decade [
22] as the widening of permitted claims [
10], and influence of claims on consumer purchasing behaviour [
47,
48], has enticed food manufacturers to take advantage of this potential marketing method [
2,
47,
49]. In the present study, 97.9% of yoghurt products audited contained a health, nutrition, or related claim, with an average of 5.0 claims per yoghurt product. These results exemplify the upward trend in claim prevalence, with previous studies noting substantially less yoghurt and dairy products carrying claims (29–55%) [
22,
23,
50]. Similar results have been found for other food categories such as breakfast cereals [
14,
51], bakery products, and fruit and vegetable items [
6,
22]. Altogether, these findings reiterate the dynamic nature of the food environment, and the corresponding potential that food manufacturers see in using health and nutrition claims as a form of promotion and marketing. It is, therefore, imperative that policy developers and health professionals regularly monitor health messaging on product packaging to ensure that information is accurate and transparent for the consumer.
The revised FSC classifies health and nutrition claims into four categories: nutrition-content claims, general-level health claims, high-level health claims, and therapeutic claims (which are not permitted to appear on food labels) [
10]. Similar to previous audits of other food categories conducted in Australia [
14,
16,
27], the most common claim type identified was nutrition-content claims (93.9%), with a lower proportion of general-level health claims (6.1%) (
Table 5). Interestingly however, no high-level health claims or therapeutic claims were found during the audit, differing to findings seen in other food categories [
3,
14,
16,
27].
Greater use of nutrition-content claims compared to general and high-level health claims has previously been reported and is speculated to be due to stricter criteria required to make health claims [
16,
27,
52,
53]. The reason for the absence of high-level claims in yoghurt products compared to other food categories may also be due to the varying nutrient profile of yoghurt products. For instance, it was observed that some varieties of plain yoghurt met the minimum quantity of calcium to make high-level health claims (related to calcium), whereas a flavoured variety by the same manufacturer did not contain the minimum quantity of calcium to make a claim. Therefore, if yoghurt manufacturers wanted to make high-level health claims on certain products, they would be required to have substantially different packaging for each flavour profile, which may not be physically and/or economically feasible.
Previous investigations have, however, seen the benefit in altering packaging to promote claims of this nature, with an Irish study noting that almost 16% of yoghurt products surveyed contained a high-level health claim [
50]. Whilst claims of this nature must be accurate, the benefits [
54,
55] and popularity of dairy yoghurt [
46,
56] provide health professionals and manufacturers with an opportunity to use these claims to provide crucial health information to consumers. In all, while the absence of therapeutic claims suggests that the FSC is promoting safe and consumer-orientated practices in preventing the use of illegitimate claims [
10], manufacturers should be encouraged to evaluate their products to ascertain whether higher-level claims are possible, in order to promote consumption of yoghurt as a core food.
Nutrition-content claims tend to encompass a range of food properties without as stringent criteria as other claim types, leading to a higher prevalence in the majority of food categories, including yoghurt (
Table 5). The most common nutrition-content claim was “no artificial colours/flavours/preservatives” (
Table 6), which was also found to be highly prevalent in audits of the claims on other food categories [
14,
27]. While the FSC outlines criteria for such claims [
45], there is relatively limited regulation around factors such as the wording, colour, and position of nutrition-content claims which brings into doubt whether such claims are valuable for guiding consumer choice. It is therefore encouraged that enhanced regulation around the context and wording of nutrition-content claims be initiated to ensure marketing within the food industry does not come at the cost of transparent health information.
Claims, messaging, and advertising not included in any of the four categories outlined by the FSC, were classified as “puffery claims”, which are vague and exaggerated claims that cannot be quantifiable [
56] for example, “natural”, and “boost your daily balance”. While these claims are not included in the FSC, and so were not included for additional analysis in the present study, they were observed to be present in high prevalence in audited yoghurt products, further reinforcing the marketing techniques used by manufacturers to influence consumers. These findings support previous research relating to the high prevalence of marketing on food packaging [
16]. Combined with the influence of claims on consumer food choices [
47], it is clear that the presence of puffery claims may have significant consequences at the consumer and public health level. Such findings warrant direct consumer research into how puffery claims, and other marketing techniques are received and interpreted, and their impact on consumer expectations and decision making. Additionally, these results further the case for increased regulation around the marketing of food and beverage products, and challenge health professionals, such as dietitians, to accurately decipher and interpret this information in order to empower consumers to make health-conscious decisions.
The NPSC was applied to all products in order to assess whether they were allowed to carry a health claim (general-level or high-level health claim) [
11]. Previous research exploring the use of the NPSC and HSR on Australian dairy products not only indicated a high level of agreement between products with a HSR greater than three and NPSC eligibility, but also that 74.0% of yoghurt products met the NPSC [
46]. A slightly higher proportion of products meeting the NPSC was found in the current study (
n = 277, 81.5%); this slight increase may be due to differences in yoghurt products at the time of analysis (Sydney 2014 vs. Illawarra 2020), but overall, these findings reinforce the active response by yoghurt manufacturers to alter and reinvigorate products to adhere to nutrient profiling and enhance product appeal [
57].
The importance of the NPSC in distinguishing “healthy” and “unhealthy” products was conveyed to varying extents in the current study. While it is important that healthy products are eligible to carry health claims, the NPSC also plays an important role in restricting less healthy products from carrying health-related claims. Although yoghurt is considered to be a core food [
58], the ability of the NPSC to distinguish between products was illustrated in the present study when examining the results by product category. For instance, 72.2% of yoghurt products categorised as “yoghurt, flavoured or added fruit and/or cereal, high fat (>4 g/100 g fat)” did not meet the NPSC (
Table 7). The higher fat content in the majority of these products, and associated health complications related to elevated consumption of saturated fat [
59,
60], emphasise the crucial role that the NPSC can play in creating a supportive food environment for consumers through minimising the presence of potentially influential health claims on unhealthy products.
Despite these benefits, nutrition profiling systems such as the NPSC have been criticised in the literature for their lack of specificity. For instance, in the current model, nutrient assessments and calculations are consistent across all food groups with the only distinction coming in the point-based categories to determine whether products can carry a health claim [
61]. While this promotes uniformity and ease-of-use for consumers, some believe that nutrient profile criteria should be different for each core food group [
62,
63]. The separation of criteria could allow for greater transparency and consistency [
62] of foods classified as “healthy” and “unhealthy” under the NPSC. For instance, while over 70% of yoghurt products classified as “high fat” did not meet the NPSC, research suggests that higher dairy fat intake is not associated with the same cardiovascular risks as saturated fat in other foods [
64,
65]. Furthermore, the average saturated fat content per serving of dairy-yoghurt products analysed was only 2.8 g, highlighting the minimal contribution such products make to consumers’ total daily intake of saturated fat. In all, this emphasises that moving towards a food-group-specific profiling system may not only enhance the validity of the NPSC [
62], but also shift focus from viewing foods purely based on their nutrients to a more holistic outlook on food, aligning with the concept of food synergy [
66,
67,
68]. Overall, these findings, along with the lack of specificity in the current NPSC [
61] invites re-examination of this nutrient profiling method to ensure that it correctly considers the health value of different foods.
Another form of nutrient profiling utilised by food manufacturers is the HSR. Introduced in 2014, this voluntary rating system was established to assist consumers make healthier food and beverage choices [
69]. While this scheme is not recognised in the revised FSC [
10], the increasing prevalence of this label on product packaging [
70] and controversial uptake by consumers and manufacturers [
71,
72] justifies analysis and assessment into this prevailing component of the Australian food environment. In the current study, only a small proportion of yoghurt products (12.1%) carried the HSR. While these findings are consistent with other studies of dairy products [
70], the established link between the HSR and NPSC of most categories in promoting foods consistent with the Australian Dietary Guidelines (ADG) (e.g., foods considered “healthy” under the NPSC generally have higher HSR) [
46,
63] brings into question why yoghurt manufacturers have not followed other food categories [
46,
73,
74] in using the HSR on product packaging. This presents the opportunity for future research to investigate this disparity and provide further clarification into HSR uptake and manufacturer perceptions of the rating system.
In addition, previous studies have shown that a vast majority of consumers see the HSR as an effective and easy-to-use method of quickly evaluating the “healthiness” of products [
71]. Food manufacturers in certain food categories have increasingly utilised the HSR [
70] in attempts to add appeal to their products, while also potentially promoting an effective means of prompting positive health choices within the food environment. Despite this, progress within this space has been uneven; as noted in the current study where yoghurt products displaying the HSR generally had higher ratings, which is consistent with findings in other food categories [
70]. It is therefore recommended that policy developers and health professionals improve the reliability and accuracy of the HSR to be consistent across all food and beverage products, with mandatory HSR labelling required on all products regardless of the rating.
A crucial aspect required for consumers to navigate the food environment in a health-orientated manner is to ensure that health, nutrition, and related claims are accurate and consistent. This can be achieved through examining the compliance of such claims against relevant legislation, which in Australia is the FSC. Of all the health and nutrition claims analysed in the audit, 97.4% were compliant with the revised FSC (
Table 9). The high level of compliance seen in yoghurt claims is consistent with findings in previous audits [
14,
16,
27] of other food categories. This suggests that in the four years since enforcement of the revised FSC, manufacturers have continued to adapt and adhere to regulation regarding the use of health and nutrition claims on product packaging. The high rate of claim compliance among yoghurt products (
Table 9) also highlights the effectiveness of the FSC in harnessing product labelling to support consumers to make informed health decisions in the food environment.
In terms of yoghurt categories assessed, the majority of claims in each category were compliant with the FSC (
Table 9). Yoghurt products in the “children’s yoghurt” category had the highest proportion of noncompliant claims (9.5%); however, the small number of children’s yoghurt products assessed (
n = 19) must be considered when interpreting the data. Nonetheless, the high proportion of noncompliant claims in this category is of some concern, due to the influence of health messaging and marketing on children [
16], and preference for “children”-labelled products by parents and carers [
75]. Products in the “yoghurt, flavoured or added fruit, full fat” also had a substantial proportion of noncompliant claims (
n = 13, 8.1%) compared to other categories assessed. The presence of noncompliant claims in these categories could be due to a number of reasons, including misinformed marketing techniques, lack of awareness and understanding of the standards governing health and nutrition claims, as well as possibly an absence of product packaging reformulation prior to the revised FSC. It is therefore suggested that educational seminars in relation to the FSC should be targeted at food manufacturers, as misinformation [
76] in combination with additional marketing techniques [
2,
47,
48,
49] can promote negative purchasing and health behaviour.
Finally, regarding claim-specific compliance, 97.8% of nutrition-content claims were compliant with the FSC; which, while providing a sense of reassurance, brings into question whether further research might be needed to ensure that these claims are being interpreted as anticipated, or whether revision of their use might be needed regarding the wording and/or marketing of such claims. Moreover, almost one in 10 general-level health claims were noncompliant with the code (8.7%), with only one health claim appearing on a product that did not meet the NPSC. It is pleasing to note, however, that this proportion is substantially lower than findings in other food categories [
14,
16,
27]. This difference may be due to the higher rate of self-substantiated claim compliance in the current study compared to others [
14], emphasising manufacturers’ successful utilisation of the protocol under Standard 1.2.7 to promote consumer confidence in a variety of health claims [
77]. It is recommended, however, that a greater degree of evaluation and analysis by manufacturers, health professionals, and policy developers is undertaken regarding noncompliant claims and potentially problematic and influential areas such as the wording and requirements of health and nutrition claims. Overall, this will assist in promoting a health-conscious food environment in the absence of inaccurate, ambiguous, and misleading health and nutrition claims, further supporting consumers to make healthy food choices.
There are a number of limitations that should be considered when interpreting the results of this study. As this study only examined the health, nutrition, and related claims in Australian yoghurt products, results cannot be generalised to all food categories in the Australian food environment. In addition, as all five supermarkets surveyed were in the Illawarra region, future researchers are challenged to examine and assess yoghurt products in other regions of Australia, as availability may vary across locations [
78]. This limitation was somewhat mitigated by the selection of supermarkets across a range of socio-economic areas [
79], and the choice of supermarket type based on market share [
28]. The included and excluded yoghurt products list for the audit (
Table 1) was established using the AUSNUT 2011-13 Classification System [
36] in conjunction with yoghurt products found in the targeted supermarket aisles (the ”dairy” and/or “yoghurt” aisle) (see Methods). Of the 13 yoghurt categories included for analysis, only 10 were identified during the audit, which may have been due to unavailability at the time of surveying, products moved to other aisles of the supermarket and/or human error in category allocation. Future research may address these limitations by repeating the audit to include more supermarket aisles and stores. In addition, while nondairy yoghurts appeared within the targeted supermarket aisles, they were not outlined in the “yoghurt” category of the AUSNUT Classification System [
36]. As these products were classified as “milk substitutes” and this study focused on dairy yoghurts, nondairy yoghurts were excluded from analysis. However, as these products are gaining traction and popularity among consumers [
80], investigating the compliance of claims and consumer interpretation within this category in future research may be beneficial in further understanding the food environment.
Finally, it should be noted that as the FSC is not intended to be prescriptive, claim compliance and classification was at times ambiguous, and in such cases a second researcher was consulted (EN), and interpretations of the revised FSC were made. As such, it should be noted that findings may be categorised differently among other researchers, manufacturers, and regulators of the code.