Food health claims - What consumers understand

► This review brings together international findings on consumer understanding of health claims. ► We examine factors affecting how consumers process information conveyed by food health claims. ► The concept of the average consumer is discussed taking into account EU Regulation 1924/2006. ► The communication of scientific evidence is critically analysed with regard to the EU and the US laws. ► We provide insights both for future research and to enhance the strength of scientific evidence.