Do we need much better food education?

The Health Paradox was the headline of a Mintel article (Mintel is a market intelligence agency who researches consumer behaviour and trends) and of course, I was intrigued.

Based on a study done in the UK, 37% of 16-24 year old are obese (2019) compared to 29% in 2000. The HSE also published data on obesity in Ireland stating that 61% of Irish adults are considered overweight.

Despite greater awareness of diet, lifestyle and health than ever before, populations continue to grow heavier, less healthy and more reliant on processed foods. The report stated that adolescents in the UK get 66% of their daily calorie intake from ultra processed food (I wasn’t able to find a report on Irish stats).

The paradox begins with the observation that obesity and related diet-driven illnesses have been rising since the 1970s even as nutritional advice, health tracking tools and ‘healthier product alternatives’ are widely shared.

One key reason Mintel points to is the food environment: highly processed foods (high in fat, salt, sugar) are cheap, widely available and heavily marketed and consumers respond. The authors argue the challenge is structural, not simply one of individual choice.

From a manufacturer/retailer perspective, the report identifies several industry pain-points. A major one is the reformulating or launching truly ‘healthier’ products (lower sugar, fat, salt) is far harder than it sounds. Removing a key ingredient often means the flavour suffers and consumers vote with their wallets: taste is still king.

The report also points out the limitations of self-regulation of the industry. Many manufacturers and retailers claim to be proactive in health reformulation but Mintel argues that history shows that the industry alone rarely makes fundamental change, hence the need for a combination of legislation, innovation and education.

But who decides what qualifies as healthy? With so many conflicting and changing health messages, there is confusion and fatigue. According to the report, younger adults (UK 16-34) are much more likely to rely on social-media wellness creators for health and eating advice than older adults.

This is where online influencers have a lot to answer for as everyone can give advice with no one to regulate who can be seen as an expert. Also, healthy options often cost more (or at least perceived to cost more) and are less attractive or accessible in everyday shopping baskets.

This creates an affordability/accessibility fault line as the healthier choice may still be the one that many consumers skip simply because cost, convenience or familiarity wins out. Food education is a major part of changing a nation’s eating habits and our education system needs to adapt to today’s lifestyle for young adults to adapt a different approach to food.

According to HSE, the cost for food related illnesses, including treatment and productivity loss is around €1.4 billion. It might just be cheaper for the Government to add proper food education to the overall curriculum.