Why Fitness Foods Do Not Work

Health-conscious individuals often resort to eating food items like energy bars or cereals as they promote fitness and well-being. Individuals who are watching their weight, are also choosing these types of products, thinking that they help in weight management.

However, a new study in the Journal of Marketing Research suggests that "fitness branding" may be encouraging consumers to eat more and exercise less, making fitness foods to not live up to their purpose.

According to News Medical, research authors, Joerg Koenigstorfer and Hans Baumgartner, have tested their theory on restrained eaters, who voluntarily participated in the study. Restrained eaters are individuals who are always concerned about their body weight.

Every participant has been given trail mix snacks, some of which are labeled "fitness." To make the fitness-labeled snack appear healthier, the researchers have added a pair of running shoes on the packaging.

The participants are then instructed to eat the snacks and rate their taste afterwards. They are also given the option to exercise vigorously as they liked on a stationary bike located on the premises.

The result of the study is surprisingly alarming. Most of the participants have chosen to eat more of the fitness-labeled trail mix, but, at the same time, have decided to spend less time to exercise.

Clearly, the effects of fitness-branded food on consumers has started to undermine the purpose of weight management, making health-conscious individuals believe that they are eating healthier and that physical activity is no longer necessary.

MSN reports that another study, conducted at the University of Houston, has observed that food products marked with health-related words like "gluten-free" and "antioxidant" made consumers vulnerable to false advertisements, believing that they are choosing healthier items.

Lead researcher Temple Northup states that marketers end up exploiting consumers through their desires to get fit and healthy. Tested on 318 participants, the team discovered that products labeled "organic," "whole grain" and "heart healthy" gained higher ratings compared to products without such labels.

Science World Report also adds that according to the researchers, extra emphasis should be placed on tracking fitness cues when it comes to marketing food products. Instead of just labeling the product "fat-free," a brand may add gym vouchers or exercise tips inside the wrapper. Prompting consumers to increase their physical activity may help counteract the adverse effects of "fitness-branding," and, eventually, help bring back the health and fitness advocacy lacking in today's society.