The July 2025 CFI survey finds that of those Americans who wish to improve their diets, 71% are not doing so. Why do so many choose not to improve their diets?  Based on the July CFI, today’s Data Snapshot shows the most common barriers preventing consumers from eating healthier.

Those who believe their diets need improvement overwhelmingly cite cost as the top barrier to eating healthier, with nearly half (48%) selecting it. The second most common barrier is perceived taste of healthier diets (42%).

These findings highlight a major public health challenge: To drive meaningful improvements in nutrition across the U.S., consumers must find healthier options affordable and enjoyable. Overcoming the perception that healthy options are too expensive, while also offering flavors that people genuinely like, is essential.

Find more insight into consumer beliefs and behaviors in our CFI reports and Data Snapshots.

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