#Healthwashing

A trip to the supermarket these days is as much a marketing battleground as a chance to stock up on groceries. With promises like “heart healthy,” “high in protein,” and “low-carb” splashed across everything from yogurt to granola bars, health-conscious Thai shoppers may feel reassured about their food choices. But new research and mounting global scrutiny reveal that these claims are often more about sales than substance—prompting both consumers and regulators to rethink how healthy our processed foods really are (Yahoo Lifestyle, 2025).

Shopping today often feels like navigating a marketing contest as much as choosing groceries. Labels such as “heart healthy,” “high in protein,” and “low-carb” appear on everything from yogurt to granola bars. New research and regulatory scrutiny suggest these claims are sometimes more about sales than substance, prompting consumers and authorities to reassess how healthy processed foods really are.

Why this matters for Thailand. Diet-related health issues—rising obesity, type 2 diabetes, and heart disease—are shaping health outcomes across Asia. As more Thais rely on convenient, processed foods, marketing tactics can influence public health efforts. For shoppers trying to make informed choices, front-of-pack claims can be misleading or confusing, masking the true nutritional quality of products.

Strolling down the aisles of any modern supermarket, shoppers from Bangkok to Buriram are awash in attractive food packaging touting claims like “heart healthy,” “high in protein,” or “low-carb.” But intriguing new research and regulatory discussions are challenging whether these tempting promises really hold up—and how consumers in Thailand and worldwide might be misled by what’s known as “nutriwashing” or “healthwashing” Yahoo.

What is nutriwashing? Marketers routinely use buzzwords like “natural,” “gluten-free,” and “immune-boosting” to confer a health halo on processed foods. Yet, as Lindsay Malone, a registered dietician and nutrition instructor at Case Western Reserve University, tells Yahoo Life, “These claims influence consumer decisions by creating the illusion of healthiness, leading shoppers to choose products they believe are better for them when, in reality, they may still be highly processed and nutritionally poor.” Her warning echoes international studies that found many foods labeled as “high in protein” or “whole grain” may contain surprisingly high levels of sugar, artificial sweeteners, and preservatives PubMed, 2024.

Shoppers across Thailand are bombarded with labels like “heart healthy,” “high in protein,” and “low-carb.” New research and regulatory debates question whether these claims are trustworthy and how they influence buying decisions. In many cases, the marketing buzzwords create a health halo that may mislead consumers about the true nutritional value of the product.

Nutriwashing, a term gaining traction worldwide, describes how marketers sprinkle health-oriented terms onto processed foods. A registered dietitian at Case Western Reserve University notes that such claims can steer people toward products they believe are healthier, even when those items are highly processed. International studies echo this concern, showing that some “high in protein” or “whole grain” labels accompany high sugar, artificial sweeteners, and preservatives.