Public Views on Healthy Food Policies: A Qualitative Study on Pricing, Access, and Promotion

Abstract Background In the Netherlands, the prevalence of overweight individuals is projected to increase from 50% in 2022 to 64% by 2050. The current food environment predominantly promotes unhealthy dietary habits, with 83% of supermarket products not meeting dietary guidelines. Addressing this issue requires policies that foster a healthier food environment. However, such policies may conflict with individual freedom of choice and face public resistance. This study explores public acceptance of food environment interventions. Methods Four focus groups (each with six participants) were conducted in two Dutch regions. The two-hour sessions began with participants reflecting on their personal values regarding food and health. They were then presented with three intervention scenarios: (a) price increases on unhealthy supermarket products and/or price reductions on healthy products, (b) restrictions on unhealthy food pickup points, and (c) a ban on outdoor advertising of unhealthy food. The resulting discussions were thematically analyzed. Results Participants generally supported lowering the price of healthy food but opposed price increases on unhealthy food, perceiving it as an infringement on personal choice and disproportionately affecting low-income groups. Restrictions on unhealthy food pickup points and outdoor advertising faced less resistance but were widely seen as ineffective, leading to limited support. Conclusions Policies that incentivize healthy eating receive public support, whereas restrictive measures face resistance. If such policies are implemented, it is imperative to clearly communicate their necessity and effectiveness to enhance public acceptance. Key messages • Policies that incentivize healthy eating receive public support, whereas restrictive measures face resistance. • If restrictive policies are implemented, it is imperative to clearly communicate their necessity and effectiveness to enhance public acceptance.