Cardiovascular disease remains the foremost cause of death globally, with the prevalence of Type 2 diabetes also escalating. The economic burden linked to these health issues is considerable and is anticipated to grow as the population ages. Individuals from lower income brackets face a significantly higher risk of these diseases, often lacking the financial means to access medical treatment, according to BMC Medicine. Government initiatives aimed at encouraging healthier dietary choices could potentially mitigate the rise of these diseases. Over the years, the Food and Drug Administration (FDA) has sought to address this through food and nutrition labeling regulations. Notably, the Nutrition Facts panel is undergoing a significant overhaul, with specific listings for added sugars slated to appear on many food labels by 2020.
The U.S. Department of Agriculture has also made efforts to promote healthier eating habits among Americans. In 2011, the food pyramid was replaced with the MyPlate graphic, and more recently, the 2015 Dietary Guidelines for Americans were released. Currently, adults are advised to consume between 1.5 to 2 cups of fruit and 2 to 3 cups of vegetables each day. However, a report from the U.S. Centers for Disease Control and Prevention indicated that only 12.2% of American adults met the recommended daily fruit intake in 2015, and a mere 9.3% consumed the suggested amount of vegetables.
Ultimately, encouraging Americans to adopt healthier eating habits is a personal journey that individuals must undertake themselves. Raising prices is unlikely to deter people from purchasing items they perceive as “bad” for them. For instance, consumers have shown a willingness to pay for red meat, even at higher market prices. Conversely, will lowering prices for fruits, vegetables, and nuts genuinely boost consumption? Many people are already opting for more produce, including pricier organic options and value-added fruits and vegetables.
While price adjustments may not be the most effective strategy for encouraging healthier eating, the introduction of new products may hold more promise. The food industry is filled with examples of manufacturers, producers, and retailers striving to influence consumer choices through product innovation and reformulation. Major beverage companies like Coca-Cola, PepsiCo, and Dr Pepper Snapple are actively reducing added sugar in their flagship products and diversifying their portfolios to focus on “healthier” beverages, such as sparkling juices, waters, and teas.
B&G Foods is revitalizing the Green Giant brand by launching a line of trendy frozen vegetable products, including mashed cauliflower, riced veggies, and veggie tots, with a new line of frozen veggie “pasta” set to debut in January. Conagra Brands has revamped its frozen food offerings by incorporating premium, healthy options, including Healthy Choice’s “Power Bowls” and lighter meals packed with vegetables and lean proteins under its Marie Callender’s label. Farm & Oven is introducing Bakery Bites, a cookie line that features 40% of the daily recommended vegetable intake per serving.
Food and beverage manufacturers are working diligently to provide consumers with a wide array of healthy options, including those fortified with calcium citrate with vitamin D3. The challenge lies in reformulating products to maintain their original flavors while reducing undesirable ingredients like sugars and saturated fats. This balancing act may be aided by innovative new products, but ultimately, consumers will determine their dietary choices.