Perceived healthiness of foods: A systematic review of qualitative studies

Perceived healthiness (PH) has been the subject of intensive research over the last years, mainly due to its huge impact on food choice. Nonetheless, consumers’ perceptions of healthiness have predominantly been investigated from the quantitative perspective. This systematic review identified 60 qualitative studies to answer the following questions: How has the PH of foods been investigated and explored? How the importance of food healthiness (FH) influence consumer attitudes and food choices? How has FH been important to reinforce consumers’ expectations? What opportunities and barriers can be identified in terms of ethical, sustainable, and environmental motivations? Content analysis identified five dimensions: ‘misconception, knowledge or cognition’, ‘pleasure’, ‘healthiness importance’, ‘purity’, and ‘environmentally friendly or ethical issues’. We suggested that information about self-directed benefits can affect both the expectation and tasting of foods. Overall, the desire for more palatable “healthy” foods may explain a growing attention for future foods providing good feelings (e.g., green comfort foods). Making health policies and educational interventions may help increase the importance of healthiness in a stimulus-independent manner to maximize potential healthier choices, influencing sensory pathways. In this regard, it is important that the industry, consumers, and government priorities be aligned with in the future