Is the concept of "healthy" food in live streaming sales really healthy? Survey results: There are many problems
2024-03-13
In the past two years, China's consumer market has continued to expand, with private domain traffic represented by live streaming sales growing rapidly and becoming the mainstream of the market. On the 13th, the Shanghai Municipal Consumer Protection Commission disclosed that through investigation, it was found that there are many problems with live streaming sales, including serious misleading sugar content, low compliance of food labels in live streaming sales, "zero addition" becoming the main marketing language, and the arbitrariness of "high, rich, reduced, and low" statements. Food is a consumer product that consumers frequently purchase. Currently, consumers are paying increasing attention to the environment and health, and food with the concept of "health" has become one of the fastest-growing consumer categories. It is understood that in order to evaluate the current situation of the live streaming sales model, the Shanghai Municipal Consumer Protection Commission selected the "health concept" food field from the dimension of consumption frequency to conduct a live streaming sales consumption survey. This "Health Concept" food live streaming sales survey monitored 100 live streaming rooms on 14 consumer online shopping platforms, selected various foods claiming to be nutritious and healthy (low fat, low sugar, low sodium, low energy, high protein, etc.), and recorded the entire live streaming explanation, promotion, and purchase process to collect fixed relevant evidence, and conducted relevant testing. The Shanghai Consumer Protection Commission compared the ratings of 100 live streaming rooms from multiple perspectives, including consumer rights to information, choice, and fair trading. The overall average score for each live streaming room was 5.44 out of 10. The Shanghai Consumer Protection Commission compared the ratings of store live broadcast rooms and internet celebrity live broadcast rooms, with a score of 4.65 for store live broadcast rooms and 6.49 for internet celebrity live broadcast rooms. The Shanghai Consumer Protection Commission conducted a horizontal score comparison of purchased samples by product classification, with an average score of 8.08 points for dairy products, 6.53 points for beverages, 5.14 points for preserved fruits, 4.89 points for grain products, 4.67 points for pastries, and 4.15 points for snacks, from high to low. Out of the 100 live streaming rooms surveyed by the Shanghai Consumer Protection Commission, 83 involved products such as "sugar free, sugar free, sugar free, and sugar free". The host of this type of live broadcast room will emphasize that the product is suitable for "little sugar people", "sugar friends and babies", "sugar control people", "pregnant mothers", "elderly people", "children", etc. when making oral claims, in order to attract this group of people to buy with confidence. From the comparison of live streamers, webpage details, product labels, and test results, nearly half of them do not match the name, and some products that claim to be sugar free actually have very high sugar content. This survey involved a total of 66 products with "0 additives" in 100 live broadcast rooms, covering various terms such as "0 additives" and "0 preservatives" mentioned in live broadcasts, web pages, and product packaging. However, in fact, some products do not require the addition of pigments or preservatives at all, while some promotion of "zero additives" is a marketing gimmick. Even if the relevant ingredients are detected in the product, the merchant can explain it as "raw materials brought in". The investigation also found that some anchors clearly lack professional knowledge in food safety and nutrition, and their casual use in live broadcasts can easily cause misunderstandings among ordinary consumers. (Lai Xin She)
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