The Effect of Low Fat, Organic, and Sugar Free Labels on Consumer Perception in Food and Beverages Marketing in Bangladesh

Abstract

The phenomenon of marketing foods as “low-fat”, “sugar-free”, and “organic” has had, and continues to have, profound impacts on consumer behaviors around the world, including in Bangladesh. This study aims to analyze how Bangladeshi consumers perceive such health claims and the effects these claims have on their purchasing decisions and diets. A mixed-methods approach was applied for this study which included a quantitative survey with 300 participants and qualitative interviews. Based on the results, the majority of respondents, about 68%, perceived “organic” labels as trustworthy and 52% viewed “sugar-free” as healthier, even with the possibility of artificial sweeteners. Moreover, 45% of consumers do not check any nutritional information aside from what is provided on the front label. These perceptions lead to a “health halo” effect which inaccurately inflates beliefs about the healthiness of certain products. The study emphasizes the need for greater regulation and consumer education to protect them from making misleadingly advertised products that circumvent dietary restrictions and lead to chronic illnesses such as obesity and diabetes.