Seeking Health: Do You Look to Include Positives or Avoid Negatives

Research conducted by FMI and SPINS explores what "healthy" means to grocery shoppers by asking them to choose products based on the inclusion of positive attributes versus the avoidance of negative attributes, revealing that consumers often struggle with a gap between intention and action. 

By: Krystal Register, MS, RDN, LDN, Vice President, Health & Well-being, FMI

FMI and SPINS partnered to learn more about how consumers think about health and how they actually shop for health. Consumers often say they want to include certain foods and positive nutrients and/or avoid specific negative ingredients. Survey respondents were asked to make product choices based on what they want—and don’t want—in their food. The research showed that the majority of shoppers find it more important to include positive healthy attributes on labeling (57%) than to avoid negative ones (43%). 

As we roll into 2026, ask yourself what you are truly looking for in the products you seek for health. How do you balance including more positive attributes while avoiding negative attributes? What is more important to you?

Which Would You Choose?

* From the report: "Healthy According to Me: A Look into Shopper Perceptions of Healthy and In-Store Realities of Product Sales"

For the purpose of the survey, eight generic products were fabricated, and consumers were asked about their preferred choice. Products were designed in simple graphic form with different attributes posed as contrasting options. Shopper preferences were then compared to broad data on actual spending levels to provide perspective.

Research across the series of products analyzed found that shoppers weren’t always consistent. Their choices on various attributes varied by category. Moreover, a review of the products studied revealed that shoppers reversed their earlier perspective on including beneficial nutrients versus avoiding negatives.

Explore the full "Healthy According to Me" report to see how consumers responded when put to the test. Interestingly, what they say is not always what they do. When compared to actual sales data, by category, we found some big differences in “say vs. do” for health.

Note: As observed in a previous post on this same research, the challenge we face across the industry is truly listening to what “healthy” means to each individual, each family, and each customer, and sharing helpful information when the moment is right to empower choice and leverage nutrition and health. Read the post.