Studies show that consumers tend to associate higher costs with healthier foods, regardless of evidence. read more
In studies recently published in the Journal of Consumer Research, we found that consumers do tend to believe that healthy foods are in fact more expensive. read more
Meats and proteins showed the biggest difference in price with healthier options costing $0.29 more than less healthy options. For grains, the difference was $0.03, for dairy $0.004, for snacks and sweets $0.12, fats and oils $0.02, and for soda or juice, $0.11. read more
Maybe the problem isn't that healthy food is expensive—but that hyper-processed, sugary, salty, additive-laden food is so cheap. And of course, eating a healthy diet could mean lower health care costs down the road, so maybe a healthy diet is a money-saver after all. read more