Tailoring Healthy Food Messages for Low SES Consumers: Bridging the Gap in Nutrition and Sustainability

Introduction

Healthy  food and sustainable eating is crucial not just for our personal well-being but also for the health of our planet. However,healthy food reaching the most vulnerable, particularly those with low socioeconomic status (SES), with effective messages about healthy eating remains a significant challenge. These individuals often face compounded barriers that make it harder for them to adopt healthier dietary habits.

Impact of Unhealthy Dietary Patterns

A significant portion of chronic diseases worldwide can be attributed to diets low in plant-based foods and high in processed meats, sugars, salts, and unhealthy fats. These dietary choices not only harm personal health but also have adverse environmental effects, contributing to problems like greenhouse gas emissions and biodiversity loss.

Socioeconomic Disparities in Diet

Individuals with low SES are more likely to have less healthy and less environmentally friendly diets. This is not just due to personal choice but is largely influenced by limited availability, accessibility, and affordability of healthy food options. These dietary patterns contribute to poorer health outcomes among these populations.

Health Information Inequality

One often overlooked factor is the inequality in access to health information. People with low SES typically have less access to health information, lower trust in that information, and lower health literacy. These factors collectively result in poorer diet quality and health outcomes.

Research Objectives

The European Food Information Council (EUFIC), in collaboration with Caritas Trieste, aimed to address these disparities by understanding the communication needs of low SES consumers and developing tailored materials to promote healthy and sustainable eating.

Methodology

To achieve their objectives, EUFIC and Caritas Trieste conducted focus groups with low SES individuals and professionals from the Caritas organization. This was followed by an online survey with a larger sample of Italian residents with low SES, including those who use social supermarkets and migrant consumers.

Identified Barriers

Several barriers to healthy and sustainable eating were identified through this research:

Financial Constraints: Limited budgets make it difficult to afford healthy foods.

Availability of Fresh Produce: Fresh products are often scarce in food banks.

Cooking Skills and Brand Perceptions: Many consumers lack cooking skills or have misconceptions about the quality of lesser-known brands.

Connection Between Diet and Health: There is a perceived disconnect between diet and health outcomes.

Awareness of Environmental Impact: Limited awareness and attention to the environmental impact of food choices.

Trust in Health Information: Low trust in health information sources.

Language Barriers: For migrants, language can be a significant barrier.

Motivation Levels: Generally low motivation to adopt healthier eating habits.

Developing Communication Material

Based on these insights, eight infographics focusing on healthy and sustainable eating were developed. These materials were designed to address the identified barriers and were tested through an online survey involving low SES participants.

Research Findings

The results were promising, showing that the infographics were moderately effective in increasing participants' motivation, capability, and opportunities to eat more healthily and sustainably. Participants found the information useful and believed it could impact their behavior.

Implications for Native Consumers

For native Italian consumers, messages about the food-related risks of climate change, and the environmental and health benefits of healthy eating, were particularly motivating. Information about the convenience and affordability of canned and frozen produce was also effective.

Implications for Migrant Consumers

Migrant consumers, however, showed more indifferent responses to the infographics. They had limited access to and trust in nutrition-related information, which might explain their lower motivation to change dietary habits.

Food Affordability and Availability

The survey also highlighted that many low SES consumers cut down on both unhealthy and essential food items like protein sources due to budget constraints. Additionally, food banks often provide limited fresh fruits and vegetables, which exacerbates the problem.

Structural Changes Needed

While tailored messages are a step in the right direction, there are also structural issues that need to be addressed. Policies to improve the affordability and availability of healthy foods in low SES communities are crucial. This includes better food production practices, education, and more supportive food policies.

Toolkit Development

The research findings were used to create a toolkit of recommendations for communicating about healthy and sustainable eating to low SES consumers. This toolkit is intended for use by science communicators, researchers, health professionals, journalists, NGOs, policymakers, retailers, and food banks.

Conclusion

In conclusion, tailored messages about healthy and sustainable eating can positively impact low SES consumers, but they must be accompanied by structural changes to be truly effective. By addressing both communication and policy-level barriers, we can help the most vulnerable populations make healthier and more sustainable dietary choices.

FAQs

1.Why is it important to tailor messages about healthy eating to low SES consumers?

   Tailored messages can address specific barriers faced by low SES consumers, such as financial constraints, lack of information, and low trust in health messages, making the information more relevant and actionable.

2.What are some effective strategies for communicating healthy eating to low SES populations?

   Effective strategies include using simple, clear messages, focusing on affordable and convenient healthy food options, and addressing specific barriers like cooking skills and brand perceptions.

3.How do financial constraints impact dietary choices?

   Financial constraints often force low SES consumers to opt for cheaper, less healthy food options, limiting their ability to afford fresh produce and other nutritious foods.

4.What role does health literacy play in dietary habits?

   Health literacy is crucial as it determines how well individuals can understand and use health information to make informed dietary choices. Low health literacy is often linked to poorer diet quality.

5.What structural changes are needed to support healthy eating in low SES communities?

   Structural changes include improving the affordability and availability of healthy foods, better food policies, enhanced food production practices, and comprehensive education on nutrition.