Defining food well-being from the perspective of young Canadian consumers: an exploratory study

Food well-being (FWB) is fundamental for consumers' overall well-being. Previous studies have explored FWB through five domains (food socialization, literacy, marketing, availability, and policy) or food-related concepts (e.g., food pleasure, healthiness, and satisfaction). However, the understanding of FWB is limited due to two main issues: (1) the absence of a clear definition and reliable measurement tools for this multifaceted and multidisciplinary phenomenon, and (2) the tendency of studies to focus on individual dimensions rather than examining it as an integrated whole, making it difficult to understand how these dimensions are interconnected. To address these gaps, a qualitative exploratory study was conducted with young Canadian consumers using a focus group and 15 individual interviews. A directed content analysis revealed a disconnect between consumer perceptions and the existing definition of FWB. This study makes three key contributions to understanding FWB: first, it provides a deeper insight into FWB conceptualization by identifying new themes within its domains. These include: (1) food socialization, shaped by family, peers, and meal traditions; (2) food literacy, encompassing both conceptual and procedural knowledge, as well as individual goals; and (3) food marketing, shaped by the impact of marketing activities (the 4Ps) on food experiences. Second, this study presents a comprehensive framework that illustrates the interconnections among FWB domains. It highlights, for example, how food socialization influences food literacy, the interactions between food literacy and food marketing, and the role of policy in shaping FWB. Third, it offers practical implications for enhancing FWB in contemporary consumer society.