The evolution of ‘healthy’
More than half of Americans follow a specific diet, with highprotein, mindful eating, calorie-counting, clean eating and intermittent fasting topping the charts. And more consumers are likely to purchase a snack labeled as "healthy" than an identical one without the claim. But how do consumers define healthy? What are the top claims and benefits they are looking for? And how can brands appeal to specific food tribes without pigeonholing their products or limiting their potential consumer base?