Consumers lack clarity about carbohydrate quality and how to make informed dietary choices.

Despite widespread public interest in healthy eating, consumers struggle to understand which carbohydrate-rich foods are beneficial and which are not. The Institute for the Advancement of Food and Nutrition Sciences (IAFNS) wanted to explore consumer perceptions, terminology, and decision-making about ca sought to explore consumer perceptions, terminology, and decision-making regarding carbohydrate-containing foods and beverages, and to e-containing foods and beverages and identify strategies to support healthy choices. Their goal was to uncover tradeoffs consumers face when they decide which foods and beverages with carbohydrates to consumer and the sources of nutrition information they trust to support their decisions. Findings will inform future messaging and policy efforts to support healthier food choices and reduce confusion around carbohydrates.

NORC uncovered how consumers define, assess, and choose carbohydrate-rich foods through a two-phase qualitative research initiative.

NORC designed and implemented a two-phase qualitative study to support IAFNS in understanding consumer perceptions of carbohydrate quality. Phase 1 included four virtual focus groups segmented by parental status, while Phase 2 added four more groups focused on decision-making and message testing. Participants were recruited using targeted social media outreach and screened for diversity in age, race, education, and nutrition interest. Moderated by a Registered Dietitian, the sessions used whiteboard activities, live polling, and open-ended discussions to explore terminology, food categorization, and tradeoffs. NORC used Dedoose for reflexive thematic coding and Tableau for data visualization. The study revealed nuanced consumer thinking, including confusion about carbohydrates as a category of foods and determination of their healthfulness, concern about ultra-processed foods, skepticism toward government guidance, and reliance on social media influencers for nutrition guidance. Participants expressed interest in clearer labeling, technology tools, and guidance tailored to everyday decision-making.

We found that despite recognizing healthy options, consumers struggle to distinguish high- and low-quality carbohydrates in everyday food choices.

The study found that consumers associate healthy carbohydrates with fiber, whole grains, fruits, and vegetables, but are often unsure about the healthfulness of carbohydrate foods like potatoes, breads, and alternative milks. Many participants limit carbohydrates due to weight concerns or perceived health risks and generally have negative perceptions about them. Confusion also persists around labeling, processing, interactions with other nutrients, and added ingredients. Participants expressed a desire for clearer communication, especially regarding foods “in the middle” of the quality spectrum. Phase 2 revealed that consumers make tradeoffs based on activity level, health goals, and affordability. Our findings will inform future messaging, including potential development of smart labels and collaboration among stakeholders to consider quality ratings provided through nutrition profiling systems. We recommended further research, including survey testing and message refinement, to support informed decision-making and reduce misinformation.