"How Wellness Washing Tricks Malta’s Food Lovers Into False Health"

The Rise of “Wellness Washing” in Food and Lifestyle: How We’re Being Tricked Into Thinking We’re Healthy

In recent years, Malta’s vibrant food and wellness scenes have been growing at a rapid pace. From superfood-packed smoothie bowls to menus boasting “organic” or “sustainable” ingredients, the idea of prioritising health and wellbeing has never been more popular. But as we embrace this cultural shift, there’s a hidden danger creeping into the wellness narrative: “wellness washing.”

Much like the concept of “greenwashing” – where brands exaggerate their environmental credentials – wellness washing involves misleading marketing that convinces consumers a product or service is good for their health when, in reality, it may be neutral at best, or even harmful. And as Malta’s appetite for healthy living grows, so too does the risk of falling for this clever branding trap.

What is Wellness Washing?

Wellness washing refers to the use of buzzwords and deceptive claims to make products appear healthier than they truly are. Think of it as the marketing equivalent of a sugar-coated pill – it looks beneficial on the outside but might not deliver any real health benefits.

The wellness industry, now valued at a staggering $6.8 trillion globally, thrives on its broad appeal. Wellness can mean anything from a morning Pilates class overlooking the Mediterranean to enjoying a nutrient-rich meal at one of Malta’s renowned healthy eateries. But this breadth is also what makes wellness ripe for exploitation.

Brands, restaurants, and even influencers are increasingly jumping on the wellness bandwagon, offering products and experiences that sound great but may lack any real substance. From “protein-packed” snacks that are mostly sugar to so-called “clean beauty” products full of harmful chemicals, the wellness label is often used to disguise practices that are anything but healthy.

Wellness Washing in Malta’s Food Scene

Malta’s culinary landscape is no stranger to wellness marketing. Many restaurants and food brands have started incorporating terms like “organic,” “farm-to-table,” and “superfood” into their menus and packaging. While there are certainly establishments on the island that are committed to authenticity, some have adopted these terms more as a marketing strategy than a genuine commitment to health.

Take the rising popularity of “protein yoghurts” available in supermarkets across the country. While the packaging might boast high protein content, a closer look at the label often reveals a product loaded with artificial sweeteners, preservatives, and minimal nutritional value. Similarly, some “health-focused” eateries might offer smoothie bowls that are more about aesthetics than actual nourishment – packed with sugar-laden toppings that negate their health claims.

It’s not just about food either. Products like herbal teas, detox juices, or even eco-friendly takeaway packaging can sometimes be used to present an image of wellness without any real evidence to back it up.

Why Do We Fall for It?

The appeal of wellness products and experiences often taps into our desire for self-improvement. Many of us want to feel better, live longer, and look after our bodies and minds, and we’re willing to invest in anything that promises to help us achieve those goals.

Psychotherapist Eloise Skinner explains that people are often influenced by authority bias – trusting brands or influencers who appear knowledgeable, even if their claims are unsubstantiated. Confirmation bias also plays a role; we want to believe a product will work, so we look for evidence that supports our assumptions.

In Malta, where the Mediterranean lifestyle already promotes wellness through fresh, seasonal produce and an emphasis on social dining, many consumers are drawn to products that align with this ethos. However, the convenience of modern marketing and social media often leads people to make snap decisions, choosing trendy products without fully understanding their impact.

The Role of Influencers and Restaurants

Social media influencers have become a major player in Malta’s wellness scene, but not all are promoting genuine health practices. Many influencers endorse products ranging from supplements to skincare without adequately researching their ingredients or effects.

For example, an influencer might promote a “wellness tea” that promises to boost energy and aid digestion, yet the product may contain laxatives or other harmful ingredients. Similarly, restaurants might market dishes as “superfood-packed” without sourcing high-quality ingredients or ensuring that these meals are nutritionally balanced.

This isn’t to say that all influencers or eateries are guilty of wellness washing. Many restaurants in Malta, such as those focusing on plant-based or locally-sourced menus, are making genuine efforts to support healthier lifestyles. But as consumers, it’s crucial to look beyond the buzzwords and dig a little deeper.

How to Spot Wellness Washing

If you’re passionate about healthy dining and living, here are some practical tips to avoid falling for wellness washing:

Read Labels Carefully: Whether it’s a packaged snack or a bottled juice, take a moment to check the ingredients list. Watch out for hidden sugars, artificial additives, and unpronounceable chemicals.
Ask Questions: At restaurants, don’t hesitate to ask where ingredients are sourced or how a dish is prepared. Authentic establishments will be transparent about their practices.
Look for Certifications: Third-party certifications, such as organic or fair trade labels, can offer reassurance that a product meets certain standards.
Follow Credible Influencers: Support Maltese influencers who align with your values and who prioritise honest, research-backed content.
Trust Your Gut: If something feels too good to be true, it probably is. A €2 “superfood smoothie” might be more about marketing than genuine nutrition.
Prioritise Whole Foods: When in doubt, stick to the basics. Malta’s markets are brimming with seasonal fruits, vegetables, and fresh fish – whole, unprocessed foods that are naturally good for your health.

The Danger of Ignoring Wellness Washing

At its heart, wellness is about more than just products or trends. It’s about feeling good in your body, mind, and spirit. However, the rise of wellness washing threatens to dilute this concept, replacing genuine wellbeing with superficial fixes.

For Malta, a nation that prides itself on its Mediterranean diet and close-knit community culture, it’s vital to preserve the authenticity of wellness. This means supporting businesses that are genuinely committed to health and holding those guilty of wellness washing accountable.

By staying informed and making mindful choices, we can ensure that wellness remains a tool for true health and happiness – not just another marketing gimmick. Whether you’re dining at a local restaurant, shopping for groceries, or following the latest wellness trends, remember: real health isn’t about appearances; it’s about substance.

Let’s continue to embrace Malta’s rich culinary traditions and genuine wellness practices while keeping our eyes wide open to the tricks of the trade. After all, the journey to good health is one best taken with a healthy dose of scepticism and a lot of local flavour.