How labels and digital media drive youth food choices and perceptions

Recent years have seen a rapid rise in promotion of healthy eating and nutritional supplementation across packaged foods and social media, positioning macronutrients such as protein as desirable  for health, fitness, and modern lifestyles, while young people have emerged as a primary target audience for these products and platforms. Although previous research has identified the so-called “health halos” associated with nutritional claims (e.g. organic or low in fat), there is limited evidence on how addition-focused claims, such as “protein”, whether naturally present or added to the product, influence young consumers’ perceptions and food-related behaviour. Additionally, how these claims in digital marketing context contribute to the appeal and persuasive power of products remains largely underexplored. This research will be divided to several studies to explore how protein claims, both on packaging and in digital marketing, shape perceptions and behaviour.