Bursting the ‘Health Halo’ Bubble

Have you ever experienced an inclination to pick food products in earthy brown packaging while shopping? Or perhaps you’ve justified consuming packaged food if the cover has the coveted label “organic” written on it? Are you tempted to buy products that are portrayed as “natural”? Does guilt take a backseat when you generously savour those “gluten-free cookies? Welcome to the world of “Health Halo,” a subtle marketing technique used by companies to entice customers into the glow of healthier choices.

The “Health Halo” extends beyond just food; it’s a cognitive bias where certain attributes or labels create an overall positive impression. This marketing strategy capitalizes on buzzwords such as “natural,” and “organic,” or adds the word “free” after everything we consider to be unhealthy, such as “fat-free,” “refined sugar-free,” or “gluten-free.”Associating products with these terms creates a halo effect. This perception can lead consumers to make choices influenced by the overall positive image of the product, sometimes overlooking the actual nutritional content.

Imagine this scenario, a health-conscious individual walks into a restaurant determined to make a clean and nutritious choice. The menu boasts a vibrant array of salads, and our protagonist thinking about the fresh ingredients and nutrient-rich elements of the salad, places an order for one. However, if the salad is loaded with high-calorie dressings, croutons, and other additives, it may not be as nutritious as perceived. The term “salad” creates a health halo, leading people to assume it is a healthier option, despite the actual nutritional content of the specific salad. Does health halo deceive you into thinking that all fruit juices are equally healthy? Fruit juices, even if freshly squeezed, can contain high levels of added sugars. This hidden sweetness can result in high-calorie intake and may impact health negatively, especially if consumed in large quantities. Now think of commercially produced fruit juices, even if they are labelled as “natural” they may still contain preservatives and artificial flavourings along with added sugar. This emphasizes the importance of scrutinizing the product labels.

What about trendy ingredients such as chia, flax and hemp? Though these ingredients are often associated with fitness, the presence of these ingredients doesn’t automatically make a food healthy. Its nutritional value depends on its complete composition. Factors such as portion size, additional components, and the overall balance of nutrients play a vital role.

The Health Halo explains the American obesity paradox (initially proposed by Heini and Weinsier in 1997) where obesity rates rise despite the popularity of restaurants claiming to serve healthier, lower-calorie options. These false claims can mislead uninformed consumers into underestimating the calorie content in the main dishes. Consequently, it also gives them an excuse to order higher-calorie sides, drinks or desserts. Inevitably, this results in unintentional overeating. As consumers unknowingly consume excessive calories it becomes a contributing factor to the issue of obesity.

An article published in The New York Times with the title of “How salad can make us fat” introduced the studies of such paradoxical consumer behaviours. The article mentioned a consistent trend which was based on the data from over 1,000 shoppers: purchasing virtuous items like kale often leads to subsequent indulgences in less virtuous choices like ice cream or beer. This hedonic balancing act rooted in the psychological “licensing effect,” seems deeply embedded in us and even operates subconsciously!

Moreover, the health halo creates a false sense of security. Entirely focusing on specific foods with health claims may divert attention from other crucial aspects of a healthy lifestyle, such as regular exercise. It can also result in an imbalanced diet; overemphasizing certain nutrients and avoiding certain food groups have become a trend now, but in reality, it only deprives individuals of essential nutrients.

How important it is for consumers to critically examine food choices, considering the entire nutritional profile rather than relying solely on the perceived health halos. So next time you opt for a salad, make sure that there is nothing unhealthy lurking beneath those fresh greens and vibrant veggies. After all, appearances can be deceiving!