#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).

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.