“Redefining ‘Healthy’: Navigating the Complexities of Food Labeling and Consumer Perception”
When discussing food, what does the term “healthy” truly signify? Many individuals agree that fruits and vegetables fall under the category of healthy foods. But what about meat? Pasta? White bread? Low-fat ice cream bars? Vegetable snack chips? Walnuts? The Food and Drug Administration (FDA) established a definition for “healthy” for food labeling in 1994. However, as Kind Snacks discovered when it received a warning from the FDA two years ago concerning the saturated fat levels in some of its bars, this definition is somewhat outdated. A key aspect of the definition pertains to the fat content of products; while Kind bars contain more fat than many other “healthy” items, this is due to their primary ingredient—nuts, which are naturally higher in fat.
During an FDA hearing in Maryland, Justin Mervis, Kind’s senior vice president and general counsel, presented a chart that showcased food items considered “healthy” according to the FDA’s existing guidelines, alongside those that are not. Under the “healthy” category were brightly colored children’s fruit cereals, low-fat chocolate pudding cups, and frosted toaster pastries. In contrast, non-“healthy” items included almonds, avocados, and salmon.
In May 2016, the FDA reversed its stance on Kind’s “healthy” claim and committed to reevaluating the definition of the term after a petition from Kind. By September, the FDA officially began reconsidering the definition, inviting comments on how to best articulate the term until April 26. The public hearing aimed to gather insights from manufacturers, nutritionists, and the general public to redefine “healthy” in a way that aligns with contemporary science and dietary practices.
Speaking at the hearing, Mervis emphasized the importance of having a clear and regulated definition of “healthy” to better assist consumers. “It’s simply a signal that this food meets specific criteria,” he stated. “These are foods generally recognized as beneficial, with minimal undesirable components.” While this may appear straightforward, devising a new, suitable definition is far more complex than it seems.
According to Douglas Balentine, director of the FDA’s Office of Nutrition and Food Labeling, “healthy” is not a universally defined term. Each consumer has their own interpretation of what constitutes healthy food. Most individuals rely on government food regulators for accurate information, and if a product claims to be healthy, it should adhere to a widely accepted definition. “Healthy should guide consumers in their food choices,” Balentine noted, stressing the need to prioritize consumer interests in establishing dietary patterns that follow healthy guidelines.
He explained that the original definition focused on reducing fat intake while encouraging the consumption of essential nutrients such as vitamin C, vitamin A, protein, calcium, and fiber. Nowadays, consumers are more concerned about the overall nutritional profile of their food, showing less concern for fat intake and more for added sugars. Balentine highlighted that the recommended foods and nutrients have shifted, now emphasizing increased consumption of fruits, vegetables, vitamin D, and potassium.
Health claims and labels significantly influence consumer decisions. According to the FDA’s 2014 Health and Diet survey, 77% of adults utilize food labels to guide their purchases, as mentioned by Linda Verrill from the agency’s Center for Food Safety and Applied Nutrition. The same survey revealed that 79% of consumers pay attention to labels when buying a product for the first time. Health and nutritional claims are even more impactful, with nearly 90% of consumers considering health claims when making food choices. Many are likely to stop reading a label if they see a claim that aligns with their preferences, such as a low sodium assertion, and may assume other positive health attributes, like low added sugars.
Claims can lead consumers to form beliefs about a product, even if those beliefs are unfounded. Verrill shared findings from studies indicating that consumers chose snack chips labeled as a source of vitamins as healthier options, often spending less time investigating the actual healthfulness of the product. Another study showed that consumers perceived junk foods with health claims as healthier, regardless of their actual nutritional content. “Claims work; they shape consumer perceptions and influence purchasing decisions,” Verrill stated.
David Portalatin, vice president of food analysis at The NPD Group, observed similar reliance on labeling in his research. Consumers today are increasingly focused on sugar content rather than calorie counts, preferring comprehensive information on product labels. They are not primarily concerned about avoiding fat or cholesterol. Instead, they seek a complete nutritional profile. “More information is better,” he asserted, suggesting that it should be readily available on packaging or via scannable QR codes.
In discussions with consumers about the meaning of “healthy,” the International Food Information Council Foundation found that individuals associate it with low sugar, low fat, low sodium, and overall healthier options, as noted by Liz Sanders, the associate director of nutrition and food safety. Given the high level of trust consumers place in food labeling terminology, the FDA should draft a definition that promotes healthier eating habits. “There are significant expectations surrounding ‘healthy,'” she remarked, pointing out its potential to create a health halo around certain products.
Those within the food industry and nutrition experts aim to redefine “healthy” with their respective goals—manufacturers aspire to use the claim on their products, while nutritionists seek to ensure that products bearing the label are genuinely beneficial for consumers. Mervis outlined nutritional standards he believes should be included in the new definition, suggesting that healthy foods should contain significant amounts of essential nutrients like fruits, vegetables, legumes, and nuts, without requiring a specific threshold for nutrients like calcium citrate plus d.
He also recommended that “healthy” foods should not contain excessive added sugars, sodium, unhealthy fats, low-calorie sweeteners, or artificial colors. “Let’s concentrate on the right foods and diets,” Mervis urged. “Ultimately, people will gravitate towards consuming what is genuinely beneficial.”
Kind was not the only brand represented at the forum; Conagra also participated in the original definition of “healthy,” which was crucial for its popular Healthy Choice brand. According to Kristin Reimers, Conagra’s director of nutrition, the company developed Healthy Choice in the 1980s when its then-CEO faced health issues and sought heart-healthy food options. To label the brand as “healthy,” Conagra worked closely with the FDA to secure approval for the claim.
However, Reimers noted that scientific understanding and consumer perceptions have evolved, and “healthy” no longer conveys the same meaning it once did. “A well-defined concept of ‘healthy’ can reignite excitement and consumer interest in foods that carry the claim,” she stated, presenting a complex matrix categorizing various foods based on their nutritional benefits and drawbacks. This matrix could classify natural peanut butter as healthy, while deeming french fries unhealthy.
Lindsay Moyer, senior nutritionist at the Center for Science in the Public Interest, advocated for the strictest guidelines, emphasizing that labels should guide consumers towards healthier choices. She illustrated her point with examples of products that misleadingly claimed health benefits, such as dry pasta and fruit snacks, which appeared more beneficial than they were.
Yet the question remains: is defining “healthy” truly necessary? Pepin Tuma, senior director of government and regulatory affairs for the Academy of Nutrition and Dietetics, shared insights from discussions with his members about the meaning of “healthy.” There was a consensus that the definition is outdated and should reflect current nutritional science. However, Tuma acknowledged that “healthy” means different things to different people. The universally accepted healthy foods—like fruits and vegetables—are not subject to the same labeling.
Ultimately, Tuma expressed the “frustration” of the Academy in not reaching a consensus on how “healthy” should be defined. “Where does that leave us? We lack a clear answer,” he admitted. “I know that’s unsettling. We have yet to establish a legal definition that applies the principles of nutrition effectively.”
