Food package and healthy products: the role of brand, package color, claim and nutrition label

Packaging is considered a relevant tool in marketing strategies. First of all, it is considered a means of communication and it becomes a crucial factor in the consumer decision-making process. Food package is used by consumers to anticipate the consumption and it creates expectations about the product: if a package communicates a healthy image, consumers will infer that the product is good for the health and diet. With the increase of food-related diseases (Ng et al. 2014) and the growing focus on healthy nutrition, health-concerned consumers have become a relevant market segment. In order to serve this segment, companies have started to use packaging as a marketing tactic to make products seem healthy (Hallez et al., 2023) using a variety of package elements (Folkes and Matta, 2004, Wansink and Van Ittersum, 2003).