Healthy eating for young adults (2024)

Communication about healthy eating is often targeted at those who are interested in eating healthily. But what about those who are less interested? To make sure no one is left behind, HEYA (Healthy Eating for Young Adults) was designed to investigate the food-related communication needs, preferences, and priorities of consumers who do not prioritize healthy eating, with a particular focus on young adults (18-25) in the UK.

Focus groups were employed to understand the priorities and information preferences of young adults when it comes to food and eating. An online survey was then designed to test the effectiveness of communication material that were tailored to address the priorities of the target group and to investigate the underlying processes of message success.

The results of this research are expected at the end of 2024. Stay tuned!