Consumers are inundated with information about what to eat, how to live, and which foods are "good" or "bad" for their health. Ironically, while access to nutrition information is at an all-time high, so is confusion. As consumers strive to make better-for-you choices, they’re also grappling with conflicting advice, unqualified sources, and a deepening trust gap.

We recently conducted a nationally representative survey to understand how U.S. food consumers are navigating this environment in 2025 — and more importantly, how food producers can step in as trusted allies. Learn more about this research here.

What is Driving Consumer Uncertainty About Food and Nutrition Choices? 

The reasons behind growing consumer confusion are multifaceted and increasingly complex. Here are some of the most significant contributors: 

• Erosion of institutional trust: Consumers are increasingly skeptical of traditional health authorities, media outlets and food companies, especially in light of past controversies, changing guidelines or cultural divides. 
  
  
• Algorithm-driven echo chambers: Social media platforms frequently amplify extreme or sensational content, reinforcing existing beliefs and discouraging balanced dialogue. Campaigns like "Make America Healthy Again" and other grassroots health trends often blend legitimate concerns with unverified claims, further muddying the waters. 
  
  
• Concerns over processed foods and ingredients: Rising public awareness and scientific scrutiny of processed foods, ingredients and additives have intensified, creating anxiety and uncertainty around everyday food products. 
  
  
• Political shifts and policy uncertainty: The change in U.S. political leadership has reignited debates over national health priorities and the role of regulatory agencies, leading to fluctuating messaging around nutrition and public health. Furthermore, food and nutrition choices have become divisive, with dietary preferences and health behaviors sometimes reflecting broader ideological beliefs. 
  

• Self-diagnosis culture: A growing reliance on wellness apps, influencers, and unregulated supplements has replaced expert guidance for many consumers. 

This evolving landscape makes it harder than ever for consumers to make confident, informed decisions about their health. 

Consumers Want to Eat Healthy, But Don’t Know Who to Trust  

Health and wellness continue to drive food decisions for a growing number of consumers. In fact, our recent research shows that over three-quarters of consumers prioritize health when making food decisions. But knowing who to trust in today’s nutrition information ecosystem isn’t easy. 

Because consumers may encounter dozens of conflicting messages each day from social media influencers, friends and family, traditional media and countless other sources, the confusion begins to take hold. While information from credentialed experts is seen as most trusted, consumers don’t have access to these credible voices regularly enough. Thus, the voices of less-credible influencers begin to trickle in. This discrepancy between reach and credibility is reshaping consumers' understanding of positive food and nutrition choice. 

The Health Consumer Trust Equation

 So what does it take to build lasting trust with health-conscious consumers? 

1. Credibility – Partnering with qualified healthcare professionals (HCPs), registered dietitians, and scientists remains critical to validate and share information with consumers 
2. Clarity – Translating complex science into consumer-friendly language that is engaging and easily understood. 
3. Consistency – Repeating accurate messages across platforms, touchpoints, and packaging. 

These three elements form the foundation of what we call the new trust equation, one that positions food producers not just as sellers, but as stewards of health. 

What Can Food Producers Do to Build Trust among the Health Consumer Segment? 

As the health and wellness movement evolves, so too must the strategies food brands use to communicate. Consumers are no longer passive recipients of information; they’re active participants in shaping their health journeys. To meet consumers where they are, food producers must lead with clarity, earn trust with credibility, and remain consistent in their commitment to truth and transparency. 

The journey a consumer takes to make a purchase decision about a food or nutrition product isn’t linear. It typically follows a path that starts with curiosity or concern, moves into research, and ultimately leads to action. Understanding this journey is critical for food producers looking to build trust authentically.

Register for our upcoming webinar to learn more about the health-conscious consumer journey!