This paper explores drivers of consumer skepticism towards health-related claims on packaged food products in light of theory of persuasion. In-depth consumer interviews were conducted and analysed using qualitative content analysis. In general, health related claims were perceived as marketing tactics intended to persuade consumers to buy food products. Drivers of consumer skepticism towards health-related claims are identified as: (1) disbelief in food technology to generate healthier products; (2) belief that claims are marketing tactics which (a) position unhealthy products as healthy, (b) exaggerate the health benefits of the product, and (c) emotionally manipulate consumers; (3) contradictory product experience , i.e. actual product experience does not match with what the health-related claim promises; (4) inability to verify the health-related claims, and (5) lack of trust towards government regulatory agencies. Findings provide support to the concept of situational skepticism.