“Redefining ‘Healthy’: Navigating the Complexities of Food Labeling and Consumer Perceptions”
When discussing food, what does the term “healthy” truly mean? Most people agree that fruits and vegetables are healthy choices. But where does that leave meat, pasta, white bread, low-fat ice cream bars, vegetable snack chips, and walnuts? In 1994, the Food and Drug Administration (FDA) established a definition for “healthy” to be used on food labels. However, as Kind Snacks discovered when it received a warning from the FDA two years ago regarding the saturated fat levels in some of its bars, the definition is rather outdated. A key aspect of this definition pertains to fat content. Kind bars may have a higher fat content than other “healthy” products, but this is largely due to their main ingredient: nuts, which naturally contain more fat.
During an FDA hearing in Maryland, Justin Mervis, Kind’s senior vice president and general counsel, presented a chart comparing “healthy” food items according to the current FDA definition with those that do not meet the criteria. Under “healthy,” there were colorful children’s fruit cereals, low-fat chocolate pudding cups, and frosted toaster pastries, while items like almonds, avocados, and salmon were categorized as non-“healthy.”
In May 2016, the FDA reversed its stance on Kind’s “healthy” claim and committed to reevaluating the definition of the term following a petition from Kind. By September, the FDA officially began reconsidering what “healthy” means and is currently accepting public comments until April 26. The agency’s public hearing this week aimed to gather insights from manufacturers, nutritionists, and the public on how to redefine the term in line with contemporary science and dietary habits.
On a stakeholder panel, Mervis emphasized the necessity of a regulated definition to serve consumers effectively. “It’s simply a signal. It indicates that this food meets a specific set of criteria,” he explained. “These are foods generally recognized as beneficial to health, with minimal harmful components.” While this may seem straightforward, establishing a new and appropriate definition is more complex than it appears.
According to Douglas Balentine, director of the FDA’s Office of Nutrition and Food Labeling, “healthy” lacks a universal definition. Each consumer has their own interpretation of what constitutes healthy food. Many consumers depend on government food regulators for accurate information, and any food product claiming to be healthy should adhere to a widely accepted definition. Balentine remarked, “’Healthy’ is a term that, we hope, will aid consumers in making food choices. We need to prioritize consumers and assist them in establishing dietary patterns aligned with healthy guidelines.”
The original definition aimed to reduce fat intake while encouraging the consumption of essential nutrients such as vitamin C, vitamin A, protein, calcium, and fiber. Today, consumers are largely focused on the overall nutritional profile of their food. While fat intake may not be as significant a concern, issues like added sugars are now at the forefront. The nutrients that consumers are encouraged to incorporate into their diets have evolved, with an increased emphasis on fruits, vegetables, vitamin D, and potassium.
Food labels and health claims have a significant impact on consumer choices. The FDA’s 2014 Health and Diet survey revealed that 77% of adults refer to food labels when making purchases, according to Linda Verrill from the agency’s Center for Food Safety and Applied Nutrition. The same study indicated that 79% of consumers pay attention to labels at least sometimes when trying a new food product. However, health and nutritional claims are even more influential; nearly 90% of consumers consider health claims when deciding which foods to purchase. Many consumers may stop reading a product label as soon as they see a health claim that aligns with their preferences. For example, if a product states it is low in sodium, they may not continue to look for the exact sodium content and might assume it is also low in added sugars.
Claims can shape consumer perceptions, even if they are misleading. Verrill presented findings from her studies, one of which demonstrated that consumers preferred snack chips labeled as a source of vitamins, regardless of the actual healthiness of the product. Another study showed that consumers rated junk food with health claims as healthier options. “Claims work,” Verrill noted. “They influence consumer perceptions and contribute to purchasing decisions.”
David Portalatin, vice president of food analysis at The NPD Group, observed a similar trend in consumer reliance on product information. Today’s consumers seek out detailed information and closely scrutinize product labels. A definition of “healthy” should resonate with their understanding. Nowadays, consumers prioritize the sugar content of a product over calorie counts, and they are less inclined to avoid fat or cholesterol. Instead, they seek a comprehensive nutritional profile.
According to Liz Sanders, associate director of nutrition and food safety at the International Food Information Council Foundation, when asked what “healthy” means, consumers often cite low sugar, low fat, low sodium, and overall health benefits. Given the high level of trust consumers place in food label terminology, the FDA should carefully construct the definition to promote healthier eating habits. “There are many expectations surrounding ‘healthy,'” she stated. “It can create a health halo around the product as a whole.”
Those involved in food production and nutrition research have diverse goals in redefining “healthy.” Manufacturers want the ability to label their products as healthy, while nutritionists aim to ensure that products with this claim are genuinely beneficial to consumers. Mervis outlined nutritional goals that he believes should be integral to the new definition, advocating for healthy foods to include significant amounts of fruits, vegetables, legumes, or nuts, without needing to meet specific nutrient thresholds.
Mervis proposed that “healthy” foods should have minimal added sugars, sodium, added fats, no-calorie or low-calorie sweeteners, or artificial colors. “Let’s focus on the right foods and the right diets,” he encouraged. “People will predominantly want to eat the right things.” Kind was not the only brand represented at the forum; Conagra also played a role in the initial definition of “healthy” through its popular brand Healthy Choice, as explained by Kristin Reimers, the company’s nutrition director. Conagra created Healthy Choice in the 1980s after its CEO suffered a heart attack and struggled to find suitable heart-healthy foods. To label the brand as “healthy,” Conagra collaborated with the FDA to secure approval for the claim.
However, Reimers noted that science and consumer perceptions have evolved over time, and “healthy” no longer carries the same meaning it once did. “A definition of ‘healthy’ can reignite excitement and consumer interest in foods labeled as healthy,” she asserted. She presented a complex matrix categorizing various foods based on their beneficial and less healthy components, allowing for the classification of items like natural peanut butter as healthy, while excluding french fries.
Lindsay Moyer, senior nutritionist at the Center for Science in the Public Interest, advocated for stringent guidelines, arguing that labels should effectively guide consumers toward healthier choices. She showcased several packages of less nutritious items—such as dry pasta, fruit snacks, and canned tomato pasta for children—that featured claims making them appear beneficial. “A healthy label should not serve as a marketing tool that allows marginally improved processed foods to compete with genuinely healthy options like fruits and vegetables,” Moyer emphasized.
But is it even worth defining “healthy”? Pepin Tuma, senior director of government and regulatory affairs for the Academy of Nutrition and Dietetics, shared that he consulted with members regarding the meaning of “healthy.” There was a consensus that the current definition is outdated and should reflect actual nutritional science. However, Tuma acknowledged that the term means different things to different people. While everyone agrees that fruits and vegetables are healthy, these foods are not subject to labeling. Any new definitions should encourage consumers toward better eating habits. Ultimately, Tuma and the Academy found themselves frustrated by the inability to reach a consensus on how “healthy” should be defined. “Where does that leave us? We don’t have an answer,” Tuma said. “I know that’s unsettling. We have yet to establish a legal definition that captures these principles.”
In this evolving conversation around food definitions, products like rainbow light calcium citrate gummies might serve as examples of the complexities involved in labeling. As consumers look for clarity and guidance, the need for accurate definitions that resonate with their understanding of health becomes increasingly important.
