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LONDON – A groundbreaking study published in the Journal of Marketing has unveiled critical insights into why low-socioeconomic status (SES) individuals struggle to adopt healthier diets, even with increased affordability and accessibility of nutritious foods. The research, conducted by a team from Imperial College London and FGV-EBAPE, reveals that low-SES consumers prioritize “fillingness” over healthiness when making food choices, often believing that healthy options are less satisfying and tasty.
The study, titled “How Socioeconomic Status Shapes Food Preferences and Perceptions,” highlights a significant gap in current public health strategies, which primarily focus on the supply side, such as making healthy foods cheaper and more accessible. Researchers found that low-SES individuals are more likely to associate healthy foods with being less filling and less flavorful, stemming from limited exposure to diverse and nutritious options.
“Our findings reveal a critical gap in current public health strategies,” says Bernardo Andretti, one of the study’s authors. “Policymakers often focus on supply—making healthy foods cheaper and more accessible—but they overlook the demand-side factors, such as beliefs and preferences, that drive food choices.”
The study identified three key attributes influencing food decisions: fillingness, taste, and healthiness. For low-SES consumers, fillingness is paramount, driven by concerns about food scarcity and satiety. This focus often overshadows health considerations.
“For low-SES individuals, fillingness is tied to concerns about food scarcity and satiety, making calorie-dense options more appealing,” explained Yan Vieites, another author of the study.
In contrast, high-SES individuals are less likely to hold negative perceptions of healthy foods, reflecting greater access to diverse culinary experiences.
The research underscores the need for a paradigm shift in public health policies and marketing campaigns. Policymakers are urged to incorporate fillingness into dietary guidelines and strategies, such as increasing subsidies for filling, nutritious options like whole grains and legumes. They should also develop campaigns that challenge negative perceptions of healthy foods.
Marketers are encouraged to reframe the narrative around healthy eating, highlighting the filling and flavorful aspects of nutritious foods. Packaging and advertising should challenge stereotypes such as “healthy equals bland” and emphasize the satisfying qualities of healthier options.
“Changing perceptions is just as important as improving access,” adds Eduardo B. Andrade, a co-author. “If consumers believe that healthy foods won’t satisfy them, they’re unlikely to make healthier choices, no matter how affordable or available those foods are.”
The study emphasizes the necessity of a holistic approach to addressing nutritional inequality, requiring collaboration between public health advocates, policymakers, and food marketers.
“This isn’t just about availability; it’s about changing how healthy foods are perceived and valued,” says Larissa Elmor, another author. “Focusing on fillingness and taste is key to making meaningful progress in reducing nutritional inequality.”
The full study can be found in the Journal of Marketing, DOI: 10.1177/00222429241296048.
Disclaimer: This news article is based on the information provided from the research study cited. The findings reflect the conclusions of the researchers involved and should not be interpreted as universally applicable. Individual experiences and circumstances may vary. This article is for informational purposes only and does not constitute medical or dietary advice. Consult with a qualified healthcare professional or nutritionist for personalized guidance.
