A team of researchers from CIS-Iscte, Ispa, and Escola Superior de Tecnologia da Saúde de Lisboa-IPL analyzed cereal bars available in the Portuguese market, finding significant discrepancies between consumer perceptions and the actual nutritional content of these products.
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In a world where convenience often trumps health, researchers Magda Saraiva (William James Center for Research, Ispa), Margarida Garrido (CIS-Iscte), Cláudia Viegas (ESTSL, IPL), and Marília Prada (CIS-Iscte) aimed to map the nutritional profile of cereal bars, a popular snack choice among busy consumers. “The nutritional quality of the different types of cereal bars available in Portugal and people’s perceptions about them had not been explored before.”, states Magda Saraiva, the first author of the study, highlighting its innovative aspect.
After analyzing 277 cereal bars from two major retailers for their nutritional information, the team found that many cereal bars, often marketed as healthy alternatives to traditional snacks, do not comply with national nutritional guidelines for key nutrients such as sugar, fat, and salt. “Sugar content varied widely among the analyzed products”, says Marília Prada. “We found that some bars had less than one percent while others boasted a surprising 57 percent”, she continues. According to the research paper, over half of the products were categorized as high in sugar, and less than 20% would be classified as “green” in the nutritional traffic light system. “These data are alarming, especially when we consider that these products could be considered very convenient and are often advertised as a healthy choice.”, Magda Saraiva adds.
In the study, participants appreciated the flavor and convenience of these snacks. However, they also perceived them as unhealthy, high in calories, and overly processed. Margarida Garrido adds, “perceiving cereal bars as unhealthy was particularly pronounced among people who had education in health-related areas.”
One of the tasks participants had to complete in the study was estimating the percentage of sugar, fiber, fat, and protein contents in different cereal bars. “There was a significant gap in consumer understanding of nutritional content, with participants overestimating the levels of protein and fiber in these products”, stated Cláudia Viegas. According to the research team, these results suggest a need for better education on reading labels and understanding nutritional guidelines since this misperception could lead consumers to make choices that do not align with their health goals.
“The implications of this study extend beyond individual consumer choices.”, says the research team. Manufacturers should reconsider their product formulations, focusing on reducing sugar and fat while enhancing nutritional quality, which should be paired with clear and transparent labeling. The main takeaway is the need for a collaborative effort among stakeholders, including policymakers and health organizations, to promote healthier options in the market and, ultimately, help consumers make informed decisions.
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