MAHA Beyond Politics: How Businesses Should React

The conversation around health, food, and policy in the United States is always evolving. As the Make America Healthy Again (MAHA) initiative gains momentum, regardless of the political landscape, understanding consumer sentiment and behavior is crucial for businesses aiming to thrive in our not-so-distant future. Central to the MAHA initiative is its vision: a long-term commitment to national health improvement and transformative policy change. Right now, 50% of American packaged foods fit the MAHA bill, meaning 50% do not.

The latest IPSOS data reveals key insights into American attitudes about food, health, and policy - insights that businesses can leverage to stay ahead of consumer trends and regulatory shifts.

Empowering Businesses with Science-Forward Insights

The Chronic Disease Epidemic in America: Why Food Policy Matters

The chronic disease epidemic is one of the most pressing public health challenges facing America today. According to reputable institutions such as the CDC, nearly 60% of U.S. adults are living with at least one chronic disease, such as heart disease, cancer, or diabetes. These conditions are not only leading causes of death, but also drive a staggering $3.8 trillion in annual healthcare costs. The root causes of these chronic diseases are often linked to unhealthy eating habits and diets high in saturated fat, added sugars, and processed foods.

A healthy diet, rich in vegetables, whole grains, and a variety of healthier fats, is essential for reducing the risk of developing heart disease and other chronic illnesses. Food policy plays a pivotal role in shaping these habits. The federal government has the power to influence what Americans eat by setting guidelines, supporting initiatives that reduce sugar and saturated fat in foods, and encouraging the availability of healthier options.

The food industry also has a responsibility to promote better health by offering products that are lower in fat and sugar, and by making balanced diet choices more accessible to all. It would be even better if they didn't employ strategic marketing that misleads shoppers into thinking they're making the healthy choice they intended to make.

Americans Want Healthy Eating, But Habits Are Slow to Change

Despite increased media attention and government initiatives focused on healthier eating, Americans’ core eating habits have remained the same since 2023. About half of consumers say they aim to improve their diets by prioritizing organics, and slightly fewer focus on non-GMO products. Notably, while there is widespread discussion about processed foods in the MAHA campaign, only a slight dip has been observed in the number of people actively trying to limit processed food intake.

Despite these aims, rates of overweight and obese individuals remain high, highlighting the need for both dietary changes and increased physical activity to reduce diet-related risks and support weight management.

Key Takeaway: Consumers express strong desires for healthier options, but actual behavior change is incremental. Businesses that want to lead must bridge the gap between aspiration and action.

Price and Convenience Still Drive Decisions

The IPSOS Consumer Tracker highlights that, when it comes to purchasing decisions, price remains the dominant factor, even as health concerns rise. Processed foods, often more affordable and convenient, continue to be staples in American diets, especially as inflation persists.

Actionable Insight: For brands and retailers, success will come from making healthy options both accessible and affordable. Innovations in supply chain efficiency, transparent pricing, and value-driven marketing will resonate with today’s cost-conscious consumers.

Unified Concern Over Food Additives and Chemicals

A striking 81% of Americans agree that there should be fewer chemicals in food, and 78% believe that if a healthier version of a product is sold overseas, it should be available in the U.S. as well. Many consumers are also concerned about high levels of salt in processed foods and are seeking products with less salt. This signals a strong, bipartisan demand for cleaner labels and greater transparency.

What This Means for Business:

• Reformulate products to reduce artificial additives and align with global health standards.

• Reformulate products to reduce salt and sugar content, and provide clear guidance on limiting drinks high in sugar to a small glass per day.

• Clearly communicate ingredient sourcing and product safety.

• Invest in R&D to meet evolving regulatory requirements and consumer expectations.

MAHA and “Food as Medicine”: A Holistic, Preventive Approach

The MAHA initiative, while politically charged, is rooted in the same consumer and regulatory trends that have fueled the “food as medicine” movement. Both approaches emphasize holistic health, prevention, and the role of nutrition in disease mitigation. The new administration’s policies are expected to focus on limiting certain preservatives and food dyes, increasing research into health impacts, and encouraging beneficial lifestyle changes.

To support preventive health, practical dietary recommendations include choosing fresh fruit and vegetables, incorporating fish and lean meat into meals, and using olive oil instead or butter for cooking. Opting for a low-fat diet with small amounts of healthy fats, such as those found in oily fish and avocados, can help maintain heart health. Certain types of fats, especially saturated fats, can raise cholesterol levels, so it is recommended to limit their intake. Businesses can align with these food group recommendations by offering products that support a balanced diet and by educating consumers about healthy cooking methods.

Opportunity for Businesses:

• Develop and promote products that support preventive health.

• Partner with healthcare providers and wellness platforms to integrate food-based solutions.

• Prepare for increased scrutiny and regulation around food safety and nutritional claims.

The Role of Education in Food Choices: Empowering the Consumer

Empowering consumers to make informed food choices starts with education. When people understand the importance of a healthy diet and the health benefits of different foods, they are better equipped to choose meals that support their health and reduce the risk of chronic diseases like high blood pressure, diabetes, and obesity.

Schools and community programs play a vital role in teaching children and adults about healthy eating habits, including the value of incorporating more vegetables, fruits, and whole grains into their diets. Nutrition labels, online resources, and guidance from healthcare professionals further support consumers in making informed decisions about what they eat.

Education also helps individuals recognize the root causes of chronic diseases and empowers them to take proactive steps, such as choosing healthier foods and planning balanced meals. By fostering a culture of healthy eating through education, we can help reduce the burden of chronic diseases and promote better health outcomes across America.

Polarization and Policy: Navigating a Shifting Landscape

While Americans are largely unified in their desire for healthier food, there is a risk that food policy could become a partisan flashpoint, especially as MAHA becomes more politically prominent. Businesses should anticipate potential shifts in consumer sentiment and regulatory focus, and remain agile in their messaging and product development.

Strategic Guidance:

• Stay informed about policy changes and be ready to adapt quickly.

• Foster brand trust through consistent, science-backed communication.

• Engage in nonpartisan advocacy for public health and wellness.

• Serve as trusted partners in advancing public health and policy goals.

Science-Forward, Not Judgy: The WISEcode Approach

At WISEcode, we believe that empowering consumers and businesses with evidence-based information is the path to meaningful change. The science is clear: reducing ultra-processed foods and embracing cleaner, more nutritious options can improve public health outcomes. Science-forward solutions should address the unique health and nutrition needs of women as well as other groups, ensuring that recommendations are inclusive and effective. However, real progress requires collaboration across industries, policymakers, and communities.

The MAHA movement and shifting consumer attitudes present both challenges and opportunities for businesses. By prioritizing affordability, transparency, and science-backed innovation, companies can meet consumer demand and position themselves as leaders in the next era of health and wellness

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