Nearly two-thirds of consumers say the cost of healthy food is the main deterrent when it comes to making healthier eating choices, according to a study by FMI and Prevention magazine. The study says shoppers mostly try to avoid buying products perceived as unhealthy, rather than seeking out healthy food. Cathy Polley, vice president of health and wellness at FMI and executive director of the FMI Foundation, says larger efforts to educate consumers on healthy options have been made by the food-retail industry during the past few years.

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