Widespread Labelling Deficiencies
A thorough analysis conducted in early 2026 has uncovered significant shortcomings within India's packaged food industry concerning product labelling.
The assessment scrutinised a substantial 5,058 distinct claims across 586 different products, representing 227 brands and spanning 18 diverse product categories. These claims were evaluated against 21 different types of assertions. The results indicated that a substantial 33.6% of these claims were found to be problematic; specifically, 21.3% were not in accordance with established regulations, while an additional 12.3% lacked adequate supporting evidence, necessitating further verification. In essence, this means that approximately one out of every three claims presented on packaged foods does not entirely align with the current standards set forth by regulatory bodies like the Food Safety and Standards Authority of India (FSSAI), the Advertising Standards Council of India (ASCI), and relevant consumer protection laws enacted in 2019. This pervasive issue raises serious questions about the accuracy and reliability of information consumers receive.
Regulatory Evolution & FSSAI's Role
These findings emerge at a critical juncture for India's food sector, coinciding with intensified regulatory oversight. The FSSAI has been progressively strengthening its stance, notably issuing advisories in mid-2025 against ambiguous terms such as '100% natural' or '100% pure.' Furthermore, the FSSAI introduced a dedicated consumer reporting mechanism in April 2025 via the Food Safety Connect app, empowering consumers to voice concerns. A landmark development took effect on January 1, 2026, with the implementation of a strict 'no proof, no claim' policy for any health, nutritional, immunity, or functional benefits asserted on product packaging. This shift signifies a less permissive regulatory environment, demanding that brands substantiate all their claims with robust scientific data. This places a greater onus on manufacturers to integrate compliance into their internal processes from the initial stages of product development and marketing strategy formulation. Complementing these efforts, the Supreme Court has also encouraged the FSSAI to investigate the potential introduction of front-of-pack warning labels, acknowledging growing public health concerns linked to excessive consumption of sugar, saturated fats, and salt.
Front-of-Pack Claims Influence
In the fast-paced retail environment, the messaging consumers encounter on the front of product packaging plays a disproportionately large role in their purchasing decisions. Assertions like 'high fibre,' 'heart healthy,' 'rich in protein,' and 'supports immunity' often capture attention more effectively than the detailed nutritional information typically found on the back panels. Consumers frequently rely on these prominent claims as quick indicators of health benefits when making rapid choices in stores. When a significant percentage of these upfront claims are inaccurate, unsupported, or misleading, the repercussions extend far beyond individual consumer errors. Such inaccuracies can have a broader impact on public health outcomes, hinder the development of nutrition literacy among the population, and erode trust among millions of households that depend on this information for their dietary choices.
Staples Show High Non-Compliance
The study identified particularly concerning levels of non-compliance in products that are fundamental to the daily diet of Indian households. Honey, a common staple, exhibited an alarming 80% failure rate in its health claims. Ghee, another essential, followed with 65.5% non-compliance. Tea and herbal infusions also showed significant issues, with 54.3% of their claims failing to meet standards, closely trailed by edible oils at 52.9%. Beyond these, other frequently consumed categories also presented substantial problems. Packaged snacks reported 27.3% non-compliance, flour products 24.8%, and plant-based beverages nearly 29%. Ready-to-eat meals showed a 28.6% non-compliance rate, while dairy-based ready-to-drink beverages were at 27.1%. The gravity of these figures is amplified by the fact that these are not infrequent indulgences but core components of Indian diets, thus increasing the scope and potential negative impact of misleading information on a vast scale.
Nutrient and Health Claims Scrutinized
A substantial portion, nearly 40%, of all analysed claims were related to nutritional content or health benefits. Specifically, nutrient content claims such as 'source of protein,' 'rich in iron,' or 'high fibre' constituted 22.8% of the total claims, with over a quarter of these found to be non-compliant. Even more alarming are the nutrient-linked health claims, which made up 16.3% of all claims. These types of claims demonstrated a combined non-compliance and verification-needed rate of 52.5%. Statements implying benefits like ‘good for heart health,’ ‘nutritional powerhouse,’ or ‘diabetic friendly’ can easily verge into unsubstantiated therapeutic territory. Without rigorous scientific evidence to back them, such claims pose a significant risk of misleading consumers and inviting regulatory scrutiny, potentially leading to penalties and a loss of credibility for the brands involved.
Child-Targeted Categories Concern
Products specifically marketed towards children, including snacks, ready-to-drink beverages, dairy drinks, and nutritive mixes, exhibited higher rates of non-compliance than the general average. This is particularly concerning given the vulnerability of young consumers and the formative stage of their dietary habits. Exaggerated or inaccurate marketing claims in these categories can have a profound and lasting impact on children's long-term dietary patterns and their overall health outcomes. The stakes are significantly elevated when marketing is directed at a young audience, as it can shape perceptions and preferences that carry into adulthood, making truthful and accurate labelling paramount in these sensitive areas.
Claim Overload and Confusion
Consumers are often presented with an overwhelming number of claims on product packaging, averaging 8.6 claims per product. However, certain categories far exceed this average, with honey products featuring approximately 14 claims per pack, snacks averaging 13, and edible oils around 11. Emerging market segments like protein powders and plant-based beverages frequently display an even greater volume of claims. This phenomenon creates what can be described as a 'wall of promises' for consumers. Contrary to what might be expected, an increased number of claims does not necessarily translate to greater clarity. Instead, excessive messaging can lead to information overload, making it difficult for consumers to process and potentially increasing the likelihood that inaccuracies will go unnoticed or unquestioned.
Systemic Challenges in Industry
The prevalence of non-compliant claims suggests systemic issues within the industry rather than isolated incidents. Compliance processes are often treated as an afterthought, addressed late in the product lifecycle, instead of being an integral part of the initial formulation and marketing strategy development. As the food sector experiences rapid innovation in areas like functional foods, plant-based alternatives, and fortified products, manual compliance checks struggle to keep pace with the speed of development. This gap between innovation and oversight creates fertile ground for labelling errors. With tightening enforcement measures, the availability of consumer reporting tools, and increasing regulatory scrutiny, the packaged food industry is at a critical juncture where proactive, evidence-based labelling must become the standard practice.
Rebuilding Trust Through Transparency
Addressing these pervasive labelling gaps is not merely about adhering to regulations or avoiding penalties; it is fundamentally about rebuilding and sustaining consumer trust. The ability of consumers to make informed and healthier dietary choices hinges on the availability of reliable and accurate information at the point of purchase. The industry now has a significant opportunity to lead meaningful reform by embracing transparent and credible labelling practices. In an era where consumers are more health-conscious than ever before, ensuring the accuracy of product information transcends regulatory compliance; it becomes a crucial public responsibility that underpins consumer well-being and market integrity.
