Trust, Tensions & Tradeoffs: Perspectives On Food Choices From Parents & Caregivers
May 21, 2026
Research Type
Topics
Research Overview
The focus groups described in the IFIC Trust, Tensions & Tradeoffs: Perspectives On Food Choices From Parents & Caregivers report were conducted to understand consumer perceptions, trade-offs, and communication needs to improve diet quality. In addition to elevating the consumer voice, these groups aim to identify points of alignment and tension to inform balanced, evidence-based framing for education and communications related to food, nutrition, and health.
Key findings from discussions with 24 American consumers include:
- Consumers often feel confused, pressured, or unsupported when trying to follow healthy eating advice.
- Families make food decisions through real-world trade-offs across health, convenience, cost, time, and household needs.
- Processed foods are defined and judged in context, with many foods falling into gray areas.
- Efforts to improve diet quality are more likely to help when they offer clearer messaging, usable tools, and realistic upgrades.