“Natural” and “Fresh”: An Analysis of Food Label Claims in Internationally Packaged Foods in Singapore

Food claims invite controversies on account of their potential to mislead consumers while at times masquerading as health information devices. In the United States, Europe, and Australia/New Zealand, scholars have extensively studied the prevalence of food claims, the regulatory repercussions, and effects of such claims on consumers’ food perceptions and dietary choices. Our study is an attempt to address a gap in related research focused on Asia by situating the inquiry in Singapore where consumers are exposed to a wide variety of such claims due to the universality of food imports. This study examines the state of food claims by the food product’s region of origin, and focus specifically on the use of terms “natural” and “fresh” on food labels. We present recommendations for food marketing policymakers and practitioners.