Consumer understanding of satiation, satiety and related health claims.

Abstract: Projected obesity trends and associated healthcare costs are well documented. The EC has established a framework to define and evaluate associated satiety and weight control claims for foods. There is currently insufficient evidence to substantiate the most likely candidates for satiety claims and few claims have yet been approved. There is little evidence consumers understand such claims. Consumer knowledge of the science is limited. Consumers seem more responsive to the promise of weight control solutions than knowledgeable about how to use them in the context of effective weight control behaviours. Limited evidence suggests whole diet approaches have a greater impact on satiety and weight control than specific products that are used occasionally. Future progress depends on more rigorous product evaluations, greater consumer understanding of associated claims, and scientific evaluation of that understanding.