Every day, millions of Americans set out with the best intentions to nourish themselves and their families with healthy, wholesome foods. Yet, for far too many, this simple goal remains frustratingly out of reach. Despite the explosion of nutrition awareness and wellness trends, barriers like food insecurity, food deserts, and misleading food labels continue to stand in the way of healthy eating for families across the country.

The Reality of Food Insecurity and Healthy Eating Barriers

Food insecurity isn’t just a distant statistic, it’s a daily reality for 18 million U.S. households, or 13.5% of the population, according to the USDA. For children, the numbers are even more sobering: nearly 20% face food insecurity, with rates soaring as high as 50% in some rural counties. Behind these numbers are real families juggling tough choices between paying rent and buying groceries, or between filling, affordable calories and more expensive, nutritious options. Food insecurity disproportionately affects African Americans, Hispanic households, and residents of predominantly Black and Hispanic neighborhoods, where health disparities are driven by structural racism and systemic barriers often described as food apartheid.

A recent national survey found that 60% of Americans see the cost of healthy food as the single biggest barrier to eating better. For many, especially in underrepresented communities, the struggle is compounded by limited access to stores that carry fresh, nutrient-dense foods. Health disparities, including higher rates of chronic disease and cardiovascular disease, are closely linked to food insecurity, particularly among low-income households and in urban areas. Nearly half of respondents said it was at least somewhat hard to regularly obtain and eat nutritious foods, with young adults, people of color, and lower-income households feeling this strain most acutely. In many food deserts and food swamps, liquor stores and convenience outlets dominate, offering mostly junk food and unhealthy foods, with limited available foods and the same products crowding out healthier options. Increased availability of processed and unhealthy foods, combined with limited physical access and inadequate public transportation, creates significant barriers to grocery shopping and making healthy dietary choices. Potential factors and potential limitations—such as age groups, socioeconomic status, and physical access—affect food-insecure populations differently, impacting human development and shaping the ability to overcome these challenges.

“Healthy foods are too expensive. The store nearest me doesn’t have a lot of healthy food choices. Sometimes, the nearest food pantry is just too far away.”— Survey respondent, 2024

Understanding Food Deserts

Food deserts are communities where finding healthy food is a daily challenge. These areas, often located in low-income neighborhoods and rural areas, are marked by a lack of grocery stores and an overabundance of fast food restaurants and convenience stores. Instead of fresh produce and nutritious food, residents are surrounded by processed foods and unhealthy options, making it difficult to maintain healthy eating patterns. According to the Economic Research Service of the United States Department of Agriculture, about 2.3 million Americans live in places with limited access to healthy food. Understanding food deserts is essential for improving food security and ensuring everyone has the opportunity to choose healthy foods. By recognizing the impact of limited access and the dominance of fast food in these communities, we can begin to address the root causes of food insecurity and promote healthier eating for all.

The Deceptive Power of Misleading Food Labels

Even when healthy options are available, navigating the grocery aisle can feel like a minefield. Food packages shout buzzwords like “natural,” “organic,” or “high-protein,” but these labels often mask the real nutritional story. The term “natural,” for example, is unregulated and can be slapped on products with artificial preservatives or genetically modified ingredients, leaving shoppers confused and misled. For many, grocery shopping becomes even more challenging when trying to make healthy dietary choices, as misleading labels can directly impact what ends up in the cart. In fact, more than two-thirds of consumers believe “natural” means more than it does, assuming it guarantees no artificial ingredients or GMOs, when it doesn’t.

Manufacturers know the power of these buzzwords, and they spend millions to influence our choices. Studies show that shoppers are more likely to buy products with health claims, such as “low fat,” even when those claims don’t reflect the overall nutritional quality or truly support healthier dietary choices67. With only 15 attributes shown on the standard Nutrition Facts Panel, crucial details about processing, additives, or ingredient quality often remain hidden.

That's why food scanning apps have become popular, uncovering ingredients that are typically buried in labels and hidden by marketing.

WISEcode Transparency: Empowering Families With Real Clarity

At WISEcode, we believe that food transparency is the key to breaking down these barriers. Our mission is simple: to empower modern families—especially millennial moms—with instant, science-backed clarity about what’s really in their food.

With the WISEcode app, you can:

• Scan any packaged food to instantly reveal an AI-powered Ingredient Quality (IQ) score.

• See beyond the marketing by getting 1,000x more ingredient details than the standard Nutrition Facts Panel, including information on processing, additives, and allergens.

• Personalize your choices by filtering products based on your family’s unique health needs, from managing allergens to avoiding ultra-processed foods.

Why Food Transparency Matters Now More Than Ever

Transparent, standardized labeling isn’t just a “nice to have”, it’s essential for public health and consumer empowerment. When families can quickly and confidently see what’s in their food, they’re better equipped to make choices that support their health, even on a tight budget. And when brands and policymakers see that transparency is a top priority for shoppers, real change becomes possible.

Join the Food Transparency Movement

The hidden struggle of healthy eating doesn’t have to stay hidden. By demanding better labeling, supporting transparency-focused brands, and using tools like WISEcode, we can help ensure that every family—no matter their zip code or budget—has the clarity and confidence to make nourishing choices.

Ready to take control? Download the WISEcode app for free today and join a community that’s destined for a healthier, more transparent food future.