- Posted on 4 Aug 2026
- 4 min read
Can you trust what's written on a food label? From organic and high-protein claims to sustainability certifications and country-of-origin statements, food labels play a powerful role in shaping what we buy.
Why food labels matter
Food labels have never been more important. As consumers become increasingly concerned about health, sustainability and food fraud, labels are often the first source of information used to decide what ends up in the shopping trolley.
The challenge is that modern food packaging is crowded with claims. Terms such as "natural", "organic", "high protein" and "sustainably sourced" can all influence purchasing decisions, but they do not always tell the full story.
Research shows that consumers often rely on simple cues when making decisions, meaning the way information is presented can be just as important as the information itself.
The labels that work best
Evidence from nutrition labelling research suggests that clear front-of-pack labels can help consumers make healthier choices, particularly when information is presented in a simple and consistent format.
Similarly, calorie disclosure policies have been shown to encourage healthier decisions while also motivating food businesses to improve their offerings.
Research on food label design also suggests that consumers can be influenced by the way positive and negative product attributes are combined, creating "health halo" effects that shape perceptions beyond the facts presented on the label.
Sustainability is changing the conversation
As consumers become more conscious of the environmental impact of their food choices, sustainability information is playing a bigger role on packaging.
A review of more than two decades of research found that sustainability labels generally have a positive influence on consumer attitudes and purchasing decisions. The most effective labels tend to be simple, familiar and easy to interpret, with traffic-light style formats consistently outperforming more complex approaches.
This finding is particularly important as consumers increasingly seek information about the environmental impact of their food choices.
Labels aren't the whole story
Consumers should also remember that labels are only one part of the decision-making process.
Research has shown that portion size remains one of the strongest drivers of food consumption, often influencing behaviour regardless of the information presented on the package.
This suggests that while labels can help guide choices, they are most effective when combined with broader efforts that support healthier consumption habits.
Climate change and consumer expectations
Climate change is already influencing what people eat, how food is produced and the information consumers seek when making purchasing decisions.
Consumers increasingly want to know not only what is in their food, but where it came from, how it was produced and whether sustainability claims can be trusted.
As these expectations grow, transparency is becoming just as important as nutrition.
The growing challenge of food fraud
The issue of trust is particularly relevant given growing concerns about food fraud.
Misleading claims about ingredients, country of origin and production practices can undermine consumer confidence and disadvantage both consumers and legitimate producers.
Recent high-profile examples involving seafood substitution, counterfeit premium foods and inaccurate provenance claims have highlighted the challenges of verifying information across increasingly complex global supply chains.
Could blockchain transform food labelling?
While labels remain an important tool, emerging technologies such as blockchain may offer an additional layer of protection. By creating a secure and transparent digital record of a product's journey from farm to fork, blockchain has the potential to improve traceability, verify provenance claims and reduce opportunities for fraud across the supply chain.
In the future, consumers may be able to scan a product and access verified information about where it was produced, how it was transported and whether sustainability or origin claims have been independently validated.
What consumers can do now
While food labelling continues to evolve, there are practical steps consumers can take today:
- Look beyond marketing claims.
- Check nutrition information panels.
- Seek independently verified certifications.
- Consider both health and sustainability information.
- Be cautious of labels that oversimplify complex issues.
"The most effective food labels are not necessarily those that provide the most information, but those that make important information easy for consumers to understand and use."
Professor Natalina Zlatevska, UTS Business School
As technologies such as blockchain continue to develop, the future of food labelling may be less about making claims and more about providing verifiable evidence.
Research Behind the Story
This article draws on research by Professor Natalina Zlatevska and collaborators examining how consumers interpret food information and make purchasing decisions.
Sustainability labels and consumer behaviour (2026)
Climate change and food choices (2026)
Nutrition labelling effects (2024)
Navigating through nutrition labeling effects: A second-order meta-analysis.
Food label design and consumer perceptions (2019)
Facts-up-front: Should food companies follow the FDA or industry label format?
Calorie disclosure policies (2018)
Mandatory calorie disclosure: A comprehensive analysis of its effect on consumers and retailers.
Portion size and consumption (2014)
Sizing up the effect of portion size on consumption: A meta-analytic review.
Expert academic
Professor, Business School