Ahold Delhaize has published research showing a wide gap between consumers’ ambitions to eat more healthily and how they judge their current diets.
The paper, announced on 12 October, draws on a survey of more than 8,000 consumers across seven markets, conducted with GlobeScan. Some 92% wanted to eat more healthily, while just 14% considered their diet very healthy.
Perceived cost, inconvenience and complicated information were among the barriers identified. The findings put pricing and shopping convenience alongside product development in the discussion about healthier food.
For supermarket buyers and manufacturers, the commercial question is how to turn that stated interest into purchases. The survey figures measure attitudes; they do not show that shoppers will pay more for a particular product.
Ahold Delhaize argues that healthier options should be more affordable, easier to locate and better suited to individual needs. Its paper brings together consumer research, expert views and examples from retailers.
The group is calling for cooperation among food manufacturers, retailers, policymakers and health specialists to make practical changes at scale.
Editor’s note: Based on Ahold Delhaize’s research announcement dated 12 October 2026. Survey findings are attributed to the company and GlobeScan; commercial interpretation is GSN analysis.
