How socioeconomic status shapes food choices and what it means for public health

A new Journal of Marketing study reveals why low-socioeconomic status (SES) consumers continue to face challenges in adopting healthier diets despite the increased efforts to make healthy foods affordable and accessible. Researchers uncovered that low-SES individuals prioritize fillingness over healthiness when making food choices and are more likely to believe that healthy foods are less filling and less tasty, compared to their high-SES counterparts.

The study, “How Socioeconomic Status Shapes Food Preferences and Perceptions,” authored by Bernardo Andretti (Imperial College London), Yan Vieites (FGV-EBAPE), Larissa Elmor (FGV-EBAPE), and Eduardo B. Andrade (Imperial College London), sheds light on demand-side factors that significantly shape food decisions.

“Our findings reveal a critical gap in current public health strategies,” says Andretti. “Policymakers often focus on supply—making healthy foods cheaper and more accessible—but they overlook the demand-side factors, such as beliefs and preferences, that drive food choices.” The study highlights three key attributes that influence food decisions: fillingness, taste, and healthiness.

1. Fillingness Over Healthiness

Low-SES consumers place greater importance on fillingness, often at the expense of healthiness, while taste remains a priority for all consumers regardless of SES.
For low-SES individuals, fillingness is tied to concerns about food scarcity and satiety, making calorie-dense options more appealing.

2. Perceptions of Healthy Foods

Low-SES individuals are more likely to associate healthy foods with being less filling and less tasty. These negative associations stem from limited exposure to diverse and nutritious options, creating significant barriers to healthier eating.

In contrast, high-SES individuals are less likely to hold such rigid beliefs, reflecting greater access to diverse food experiences.

3. The Role of Fillingness in Public Health

Fillingness, often overlooked in public health campaigns, is critical for encouraging healthier eating habits among low-SES consumers. Current strategies promoting healthy diets fail to address this important dimension.

Implications for Policymakers and Marketers

This research calls for a shift in how public health policies and marketing campaigns address nutritional inequality:

Policymakers

• Incorporate fillingness into dietary guidelines and strategies. For example, increase subsidies and availability of filling, nutritious options like whole grains, legumes, and lean proteins.
• Develop campaigns that challenge negative perceptions of healthy foods by emphasizing their satiety and taste.

Marketers

• Reframe the narrative around healthy eating by highlighting the filling and flavorful aspects of nutritious foods.
• Use packaging and advertising to challenge stereotypes such as “healthy equals bland” and emphasize the satisfying qualities of healthier options.

Andrade adds, “changing perceptions is just as important as improving access. If consumers believe that healthy foods won’t satisfy them, they’re unlikely to make healthier choices, no matter how affordable or available those foods are.”

The findings underscore the need for a holistic approach to addressing nutritional inequality. Public health advocates, policymakers, and food marketers must work together to make healthy foods not only accessible but also appealing and aligned with the needs of disadvantaged communities.

“This isn’t just about availability; it’s about changing how healthy foods are perceived and valued,” says Vieites. “Focusing on fillingness and taste is key to making meaningful progress in reducing nutritional inequality.”

Full article and author contact information available at: https://doi.org/10.1177/00222429241296048

About the Journal of Marketing 

The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. Published by the American Marketing Association since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Shrihari (Hari) Sridhar (Joe Foster ’56 Chair in Business Leadership, Professor of Marketing at Mays Business School, Texas A&M University) serves as the current Editor in Chief. https://www.ama.org/jm

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