We commission insights to understand attitudes, language and behaviours around healthy eating. This consumer-focused approach is important for providing a bridge between the dietary guidelines and ‘the plate’.

Our top four findings suggest:

  1. VARIETY, BALANCE, ENJOYMENT are important for health and wellbeing because they resonate with consumers’ needs. Variety makes eating healthily inspiring, “not boring” and because it provides a choice of options, it means that the information is trustworthy. Balance is about having enough vegetables on the plate, “everything in moderation” and that “not every day is perfect”.
  2. HEALTHY EATING IS PERSONAL because everyone has a viewpoint about “what is best for me”. Providing options allows them to make choices that suits what and how they like to eat.
  3. ‘HOW TO’ is more engaging because it inspires consumers to think of new ways to eat healthily. They don’t want more information about what they should be eating because this is not ‘new news’ and many find the advice restrictive and unrealistic.
  4. FRESH IS HEALTHY because consumers want food that is naturally nutritious, ‘clean’, better tasting and meals are ‘cooked from scratch’.

The videos below explain how to provide a bridge between dietary recommendations and ‘the plate’.

Consumer insights on healthy eating

Eleanore Wells,
Director Qualitative Research,
Kantar TNS

Shares insights and provides tips for meeting consumers’ needs.

The consumers’ journey from purchase to plate

Sarah Hyland, Director of SHYLAND
Explains how to use popular choices and habits to eat according to the Australian Dietary Guidelines’ red meat recommendation of 130g lean and cooked red meat every second day.