Fiber, Protein & Gut Health Claims Credibility Study

Thanks for joining! We're studying how believable food and drink claims like 'high fiber,' 'added protein,' and 'supports gut health' really are to shoppers. Your responses are completely confidential and anonymized. This takes about 6 minutes and there are no right or wrong answers.

In the last 30 days, how often have you bought a food or beverage product labeled with a functional claim (e.g., high fiber, added protein, supports gut health, probiotic)?

• Never
• Once
• A few times
• Weekly or more

How credible do you find each of these claim types when you see them on packaging?

When a package makes a health claim, which of these makes you MOST and LEAST likely to believe it's true?

• A cited clinical or university study
• A specific percentage or daily-value amount listed
• A recognizable third-party certification logo
• Endorsement from a doctor or dietitian
• A short, recognizable ingredient list
• A money-back or satisfaction guarantee
• Reviews from other customers
• The brand's overall reputation

Overall, how trustworthy do you find functional health claims on food and beverage packaging in general?

What makes you doubt a functional claim, if anything? Select all that apply.

• Vague wording (e.g., 'supports' instead of a specific number)
• No amount or percentage listed
• Small print or hard-to-find details
• Product tastes or looks like it can't be healthy
• Past experience where the benefit didn't show up
• Marketing feels exaggerated
• Brand has a history of overpromising

If a product's claimed benefit (more fiber, more protein, better digestion) didn't match what you actually experienced, how likely would you be to buy that brand again?

Ask the respondent to name one specific product with a fiber, protein, or gut-health claim they either strongly believed or strongly doubted, and reconstruct why: what was on the package, what evidence (or lack of it) shaped their reaction, and whether their actual experience with the product confirmed or contradicted the claim. If they mention doubt, probe what single piece of evidence would have changed their mind. If they can't recall a specific product, ask them to walk through their last grocery trip and describe the first functional claim that caught their eye.

Where, if anywhere, do you typically check whether a functional health claim is actually true?

• I search online for the ingredient or study
• I check the nutrition facts panel myself
• I ask a doctor, dietitian, or pharmacist
• I read other customers' reviews
• I look for certification seals or logos
• I don't check — I just trust or ignore the claim

Which age range do you fall into?

• 18-24
• 25-34
• 35-44
• 45-54
• 55-64
• 65+
• Prefer not to say

Which best describes your gender?

• Woman
• Man
• Non-binary
• Prefer to self-describe
• Prefer not to say

Thank you for sharing your honest take on these claims! Your responses will feed into a report on which types of evidence make fiber, protein, and gut-health claims believable — helping shape clearer, more trustworthy labeling.