Mistrust on the menu: How consumers are navigating confusing food choices

If there’s a word to describe how consumers feel about health and nutrition today, it may be this: Confusion.

From ultra-processed foods and artificial colorings to seed oils, microplastics and hidden toxins, consumers face a constant stream of warnings and evolving concerns that challenge their ability to make informed choices.

When something deemed healthy one day can be questioned or even shunned the next, even familiar products may suddenly raise red flags. In a time of conflicting opinions and eroding institutional trust, many consumers are turning inward—relying on personal research and gut feelings to guide their food choices.

Here’s a look at two main ingredients raising concerns, along with key insights on where consumers get their health information, whom they trust, and how they navigate ongoing challenges, from Datassential’s Health, Safety, & Avoidance report.

The rise of ingredient avoidance

First, a stunning statistic: Over 80% of consumers actively avoid or limit at least one ingredient or food attribute.

And more than a third of consumers have taken action in some way: cutting back on or completely avoiding high-fructose corn syrup, unhealthy fats, and artificial coloring, while nearly a third limit alcohol, sugar, and artificial flavorings.

Women, Gen X, boomers and higher-income consumers are the most likely to avoid specific ingredients, whereas millennials are the likeliest generation to say they don’t avoid anything at all.

Ingredients raising red flags

Two main food components and ingredients raising concerns with consumers are artificial dyes and seed oils.

Sixty-one percent of consumers say they distrust brands that rely heavily on artificial colors to make their products look more appealing.

Brightly colored foods often trigger concern, as many consumers associate them with artificial ingredients and over-processing. Nearly two-thirds worry about potential health risks from synthetic dyes, and many already avoid products containing Red Dye No. 3. The recent FDA ban on the dye has only reinforced these concerns.

Two-thirds of consumers express some level of concern about seed oils.

But despite the growing conversation around seed oils, only a small percentage of consumers actively avoid them. Those who do avoid them tend to be skeptical of mainstream health advice and instead trust their own judgment and inner circles (family, friends) for guidance. When choosing alternatives, they are most likely to opt for olive oil, avocado oil or butter for cooking.

Compared to non-avoiders, seed oil avoiders tend to approach most sources of health information with heightened skepticism.

Seed oil avoiders are significantly more likely to distrust nearly all external channels — including doctors, public health experts, academic institutions, media, and government agencies.

Seventy-one percent of seed oil avoiders agree with the statement: “Only I can determine what foods are best for me and my family,” compared to 58% of consumers who don’t avoid them.

Who do consumers trust for health information?

When it comes to health guidance, consumers typically place the most confidence in familiar, personal sources like family members, friends, and especially their primary-care physicians. While many respect the guidance of established public health institutions such as the CDC, WHO or FDA, only about one-third of consumers say they trust them completely. In general, consumers are far more skeptical of advice from news outlets, digital media (e.g., magazines, blogs, podcasts, influencers) and government entities without a direct focus on health, wellness and nutrition.

What are Americans most concerned about?

While at least half of consumers express some level of worry about major food and health issues, specific concerns vary by demographic:

Gen X consumers are especially wary of harmful substances from the field to the plate — they’re the most likely to express concern over hormones, chemicals, GMOs, artificial ingredients and ultra-processed foods.
Gen Z and millennials are more focused on ethical and values-driven issues, such as sustainability and animal welfare.
Women are significantly more likely than men to express concern about most food-related topics.

In an environment of increasing skepticism, evolving health concerns and shifting sources of trust, food brands, retailers and restaurants must navigate these consumer perceptions carefully. Transparency, ingredient sourcing and clear communication will be key to maintaining consumer confidence in an era where trust is harder than ever to earn.

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Samantha Des Jardins is the Content Marketing Manager for Datassential. To get a copy of this report or for more information, reach out here.