How Americans Define Health for Food and Beverages

Abstract

ObjectivesTo assess how American adults consider and define healthfulness of food and beverages. MethodsIn Fall 2021, a national sample of 1,878 adults balanced by age (18–34 years, 35–49, 50–64, 65+), sex, race/ethnicity (Non-Hispanic White, Hispanic/Latinx, Non-Hispanic Black, Asian/other), and annual income, completed an online survey asking about demographics and priorities for food businesses and product purchases, including select-all and agreement rated items on definitions of healthfulness for food and beverages. Pearson’s r and Jaccard Index were used to assess correlation (PCC) and choice similarity, respectively. ResultsAmong 12 definitions of healthfulness, respondents most commonly chose nutritionally balanced (67%); all natural (56%); supports health outcomes (55%); and full of vitamins and minerals (52%); followed by organic (41%); safe to eat (41%); specific nutrient profile (38%); locally grown/culturally relevant (27%); supports weight loss (25%); non-GMO (23%); aids athletic/physical performance (16%); popular diet (13%). These perceptions varied by race/ethnicity and age. Nutritionally balanced was selected by 78% of Asian/other adults and 82% of 65 + y adults, vs. White (69%), Black (64%), or Hispanic/Latinx (61%) adults; or 50–65 y (75%), 35–49 y (59%), 18–34 y (57%). Findings were more similar by income. PCC was highest for nutritionally balanced and: full of vitamins (0.81); supports health outcomes (0.80); and all natural (0.76). Jaccard similarity was < 0.55 for all definition pairs except organic and safe to eat (0.99). ConclusionsIn a large, diverse national sample of US adults, consumers most defined healthfulness of food and beverages as nutritionally balanced, all natural, or supports health outcomes. Organic, supports weight loss, and non-GMO were much less reported as definitions of product healthfulness. No single definition was selected by >2/3of US adults; and combined with low Jaccard values, suggests a lack of consensus on simple definitions of healthfulness. Concepts were prioritized differently by age and race/ethnicity, but much less by income. These novel findings have implications for health communications, education, and guidance aimed at reducing consumer confusion about healthier food and beverage choices. Funding SourcesVail Innovative Global Research; NIFA National Needs Fellowship.