Healthy Food Incentives

Increasing the number of Americans eating a healthy diet that is high in fruits and vegetables, lean protein, and whole grains and low in fat, salt, and added sugars, is a public health priority. Findings indicate that food choices are influenced by situational factors such as the placement of food in grocery aisles, marketing cues, and whether or not healthy foods are the default option.

The National Collaborative on Childhood Obesity Research (NCCOR) Healthy Food Incentives (HFI) project is exploring various concepts from behavioral economic studies to better understand consumer food purchasing behavior, practice-based examples of purchasing patterns and economic incentives, and program evaluations. Goals of this project include: developing a research and evaluation agenda; developing and disseminating recommendations to the field regarding strategies that cue healthier food purchases; and coordinating research and programmatic efforts with those of NCCOR members.