The Three E’s of Trust: Evidence, Expertise, and Education in Food & Nutrition

In today’s fragmented information ecosystem, consumers are more informed, and more overwhelmed, than ever. Health and wellness are front of mind, but consumers say that navigating food choices often feels like a maze of conflicting claims, viral trends, and shifting advice. Amid this confusion, one thing remains clear: trust is essential. And for food producers looking to lead in this space, it’s no longer just about what you say—it’s about the steps you take to earn trust.

At Eat Well Global, our recent US consumer research identified three key drivers that help consumers feel confident in their decisions and build long-term brand loyalty. We call them the Three E’s of Trust: Evidence, Expertise, and Education.

1. Evidence: The Demand for Science-Backed Clarity

In a world saturated with bold headlines and sensational wellness promises, consumers are asking a fundamental question: “What’s the truth and where’s the proof?”

Our research shows that 55% of American consumers, who we call Evidence-Led Health Activists, say they’re more likely to trust nutrition advice when it’s backed by scientific research. These consumers are not passive recipients of messaging. They actively seek out information, verify claims, and lean into what the data says. In fact:

• 48% say they pay closer attention to ingredient labels and nutrition facts.
• 42% consult reputable studies and articles to guide their food choices.
• And they are 14 times more likely than other groups to seek guidance from a healthcare professional before trying a new food product

For food and beverage brands, this is a clear call to action: embed credible evidence throughout communications. Even when the messages are based on complex scientific research, make sure they are translated into easy-to-understand and memorable messages for consumers. In this environment, transparency and integrity are competitive advantages.

2. Expertise: Who Says It Matters

In the conversation around nutrition and health, who delivers a message can matter just as much as what it says. Consumers are more discerning than ever about the sources they trust, and they’re placing their confidence in credentialed experts.

When asked who they rely on most for food and nutrition guidance, consumers consistently pointed to:

• Primary care providers
• Registered dietitians and nutritionists
• Scientists and academic researchers

This trust in professionals isn’t just theoretical. More than half of health-conscious consumers say they’re more likely to believe guidance that comes directly from a healthcare professional.

At the same time, our research shows that traditional advertising or influencer-driven messaging holds less sway unless it’s rooted in real expertise. This highlights a powerful opportunity for brands to partner with credentialed professionals, amplify those voices, and ensure content is not only engaging, but accurate and credible.

3. Education: From Confusion to Empowerment

Access to nutrition information is at an all-time high, but so is consumer confusion. With algorithm-driven echo chambers and rapidly changing narratives, even the most motivated health-conscious shoppers can feel overwhelmed.

Our survey reveals a four-part consumer mindset journey:

• Care: They know they want to make better choices for themselves and their families
• Confusion: They begin to feel overwhelmed by seemingly contradictory advice
• Hypervigilance: They become cautious and critical by fact-checking, label-reading, and consulting trusted experts
• Control: They take charge and make changes to how and where they shop and what ends up in their grocery cart

This cycle is where education makes the biggest difference.

Brands that help consumers understand and not just act can cut through the noise. That means turning complex science into digestible takeaways. It means reinforcing consistent messages across digital platforms, packaging, retail environments, and clinical settings. And it means helping people recognize red flags like vague sources, fear-based language, or health claims that seem too good to be true.

When brands embrace their role as educators and not just marketers, they empower people to feel confident, informed, and aligned with their choices.

Building Trust in Every Bite

At Eat Well Global, we believe trust is more than a buzzword. It’s the foundation of a thriving food and health ecosystem, where consumers are confident, brands are transparent, and science and storytelling work together.

If your brand is ready to lead with credibility, start with the Three E’s of Trust:

• Ground your messages in credible evidence
• Elevate expert voices and credentialed partnerships
• Invest in ongoing consumer education that informs and empowers

And most importantly, remember this: building trust isn’t a one-time campaign. It’s a long-term nutrition strategy embedded within an overall business strategy that requires consistency, authenticity, and clarity across every touchpoint.

Let’s build a healthier, more confident future—together.