Healthy foods are always a hot topic of discussion. But what exactly is meant when people say “healthy”? In this article, we take a closer look at how the term ‘healthy food’ is defined in the U.S., how it’s interpreted by consumers and what influences their choices. 

FDA’s Updated Take on “Healthy”

In late 2024, the FDA rolled out an updated “healthy” label, to align food labelling with current nutrition science and federal dietary guidelines. Under the new criteria, products must:

This update means some products that previously qualified - such as fortified white bread, highly sweetened yogurt, and highly sweetened cereals - no longer qualify as “healthy”. On the flip side, nutrient-dense foods like new foods avocados, nuts seeds, and olive oil meet the standard

Healthy Eating: Always Top of Mind? 

Multiple studies highlight the central role of food in a healthy lifestyle. A KPMG survey from summer 2024 revealed that consumers rank physical fitness and healthy diets as their top wellness priorities. Similarly, a 2024 survey by Research! America and the American Heart Association revealed 77% of Americans want to eat healthier. However, there are multiple barriers for people to bring the intention to action. These barriers include high costs, emotional eating, lack of time, and limited nutritional knowledge. 

Meanwhile, the International Food Information Council (IFIC) 2024 Spotlight Survey found: 

The Impact of Generations and Events 

Generational differences shape food choices. The EY Future Consumer Index disclosed that millennials are most likely to prioritize health in their food decisions, compared to Boomers, GenX and GenZ. The Index also revealed shifting priorities in post-pandemic times: where “experience” in 2021 was a priority of food purchases, this shifted to “health” and “affordability” in 2022. 

Social Media: The New Nutritionist? 

Social media has become a key source of food and nutrition content. According to the International Food Information Council IFIC Food & Health Survey, 54% of Americans encountered food and nutrition content on social platforms (up from 42% in 2023). Trust in this social media content varies: 53% trust social media content related to food “a little”, while 15% trust it “a lot”. Notably, when asked for motivations following a plant-based diet, 10% of the respondents said they were influenced on their choice by social media. 

However, trust in traditional authorities is declining. For example, trust in government agencies dropped especially among Millennials (down 14% since 2022). The most trusted sources according to the IFIC survey, remain healthcare professionals and registered dieticians. 

The Rise of AI in Nutrition Decisions 

Lastly, AI is making its presence known in this space as well. Specifically, in IFIC’s survey, 51% of the respondents said to be interested in using AI to help them make safe and nutritious food and beverage choices. Of course, where AI sources this information to package to consumers will be critical to understand in the future. 

Join the Conversation 

Want to dive deeper into innovation in healthy foods? Join us at CFBN’s Quarterly Innovation Breakfast on May 1^st. Hear from industry leaders and join a dynamic discussion on what’s next in ‘Innovation in Healthy Foods’. Sign up here.