The Scan Economy

Brands now bear a new responsibility: they must offer transparency about their ingredients. 

Consumers increasingly seek trustworthy brands that prioritise their health, becoming more aware of the long-term effects of processed foods and drinks. Those with health concerns conduct in-depth research to find products that support rather than worsen their symptoms.

Apps like Yuka simplify this process, allowing consumers to see beyond pastel tones and eye-catching, Instagram-worthy packaging. The pressure is on brands not only to make their products visually appealing on the shelf but also to substantiate any health claims and influencer endorsements with solid factual evidence. Buzzwords such as "calm," "natural energy," or "added this and that" flood the packaging, but once scanned, does the product truly deliver?

A quick scan reveals every ingredient, and with tools like Yuka, consumers can see a score out of 100, indicating how healthy or risky a product might be. This score considers factors such as sugar, saturated fat, calories, and additives.

We scanned 30 products within the functional drinks sector, and the results were eye-opening. Some brands scored well - 60 or 70 out of 100 - suggesting their claims are justified, while others plummeted as low as 25. For perspective, the zero-calorie edition of the nation’s favourite orange soda scores about 39. It was surprising to see the wide variation, especially since many of these drinks contain what the app labels as "risky additives" or “additives to avoid”. 

Despite debates about the accuracy of the Yuka app, with many dieticians on social media contesting its calculations, consumers rely on it daily, and brands must be mindful of this to stay relevant in such a competitive, growing market.