Food and beverage shoppers today face a paradox of choice. Packages are filled with signals intended to influence choice and help consumers quickly determine what belongs in their cart. 

But as our new report, Claims & Cues 2026: Navigating Category Attributes reveals, these signals don’t always function as intended. The very claims meant to simplify decisions can also trigger skepticism when they lack specificity, relevance or proof. 

Claims play an important role in helping consumers navigate crowded shelves. They signal key considerations—like processing, nutrition and sourcing—and help shoppers identify products that align with their priorities. Taste and price are table stakes expectations, and most other claims act as additional helpful filters rather than primary purchase drivers. Interestingly, several of the “claims” consumers rank as most important also tend to invite the most scrutiny.

Most important product claims (among total):

Why? Vague language leads to investigation, ingredient scrutiny and skepticism. While consumers do indeed want products that are natural, fresh, less processed and high in protein, using these as claims triggers more “label flipping” as consumers seek to verify these claims against their own definitions and requirements. Ultimately, this places more burden on the consumer in an already complex decision-making environment.  

The antidote? Build credibility through specificity.  

For example, if a package says high in protein but the nutrition facts panel only lists 3g of protein, that will come across as both deceiving and woefully inadequate to many consumers. Similarly, claims like low sugar raise questions about sources of sweetness, the use of substitutes and what “low” truly means.

Specific, quantifiable claims do more than just attract attention. They provide specific, credible signals that help consumers navigate choice with confidence. 

Claims & Cues 2026: Navigating Category Attributes untangles the web of how consumers interpret, prioritize and validate 40 of the most salient claims and cues in the marketplace today, examining how they shape perceptions across 24 food and beverage categories and five foodservice channels. The insights from this report will reframe how you think about claims from mere marketing language to a strategic system that support brand relevance, credibility and loyalty. 

Source: Claims & Cues 2026: Navigating Category Attributes, Hartman Group