Food Choice Motive Profiles and Nutrition Claims in Brazil: Perceived Healthiness and Substitution Intentions in a Weight-Loss Context

OBJECTIVE: This study aimed to identify consumer profiles based on their food choice motivations and their perceptions toward foods with nutrition claims (NCs). METHODS: , yogurt vs high-protein yogurt, milk vs lactose-free milk) in terms of perceived healthiness and likelihood of substitution in a weight-loss context. RESULTS AND DISCUSSION: . No differences were observed between clusters in the likelihood of substituting any conventional food with its NC version in a weight-loss diet context. It was noted that the positive effect of NCs on perceived healthiness influenced all consumer profiles in a similar way. CONCLUSION: These findings highlight the urgent need to improve public understanding of what NC actually mean and in which dietary contexts substituting conventional foods with claimed alternatives is appropriate. They also reinforce the importance of stricter regulation of NC on ultra-processed foods, so that these messages do not undermine healthy eating and weight-management efforts.