Understanding the 'Intention-Behavior Gap': What Percent of People Try to Eat Healthy?

October 20, 2025 •

4 min read

While surveys reveal that a significant majority of people express a desire to eat healthy, often over 90% in some studies, the rate of consistent follow-through is much lower, highlighting a notable intention-behavior gap. The question, "What percent of people try to eat healthy?" often gets a simple answer, but the reality is far more complex than a single number.

Quick Summary

This article explores the wide disconnect between people's desire to eat healthy and their actual eating habits, analyzing various factors and recent statistics. It delves into the barriers, psychological drivers, and demographic influences that shape dietary behaviors, providing practical strategies for closing the gap between intention and action.

Key Points

High Intention, Low Follow-Through: Surveys consistently show that while most people express a desire to eat healthy (up to 93%), only a small fraction (as low as 10%) consistently maintain those habits.
The 'Intention-Behavior Gap': The significant disconnect between wanting to eat healthy and actually doing so is a psychological phenomenon driven by various internal and external factors.
Key Barriers to Action: Major obstacles to consistent healthy eating include the high cost of nutritious food, lack of time for preparation, emotional eating, and deep-seated taste preferences.
Demographic Influences: Eating habits vary across different demographics, with factors like age, education, and socioeconomic status influencing both intentions and behaviors.
Mindset Matters: Cultivating a "growth mindset"—the belief that one's health can be improved—is a powerful psychological tool for turning healthy eating intentions into reality.
Actionable Strategies: Bridging the gap involves practical techniques like using 'if-then' plans, practicing mindful eating, controlling your environment, and strategic meal planning.

The Disparity Between Healthy Eating Intention and Reality

Several studies consistently show a high percentage of people want to eat healthy. A 2018 L.E.K. Consulting survey found that 93% of consumers want to eat healthy at least some of the time, with 63% trying to do so most or all of the time. The Barbecue Lab also reported that 93% of Americans want to eat healthy, but only 10% consistently follow through. This stark contrast reveals a phenomenon known as the 'intention-behavior gap', where even strongly held intentions fail to translate into consistent action.

What are the Primary Barriers to Healthy Eating?

Several recurring barriers prevent individuals from consistently eating healthy, even with the best intentions. These obstacles are often a mix of internal, psychological factors and external, environmental pressures.

Cost: The high cost of healthy foods is one of the most significant barriers, particularly for lower-income individuals. Unhealthy, processed foods are often cheaper and more accessible, making them a default choice for those on a budget.
Lack of Time: Many people, especially those with demanding work schedules and family obligations, report a lack of time for meal planning and preparation. The convenience of fast food and pre-packaged meals often trumps the desire for a healthy home-cooked meal.
Taste Preferences and Habit: Humans are creatures of habit, and entrenched behaviors can be difficult to change. Many people prefer the taste of high-fat, high-sugar foods and lack the willpower to resist them, especially in stressful situations or when with others who are also eating unhealthily.
Emotional Eating: Food is often used as a coping mechanism for stress, boredom, or anxiety. This emotional comfort can override rational, healthy eating intentions and lead to feelings of guilt afterward.
Environmental Cues: The modern food environment is saturated with unhealthy temptations. Constant exposure to unhealthy foods at home, work, and social events can erode self-control and trigger unhealthy choices.

Demographics and Dietary Habits

Research shows that eating habits and the perceived barriers to healthy eating can differ based on demographic factors like age, gender, education, and socioeconomic status. For example, studies show that health-conscious behaviors are more characteristic of middle-aged and older adults and those with higher education levels. Younger adults, while possibly having more varied diets, sometimes show less interest in healthy habits. Gender differences also exist, with women being more likely to highly value the healthiness of food, yet often facing different barriers and emotional influences.

Psychological Drivers and Mindsets

Beyond the obvious barriers, psychological factors heavily influence the intention-behavior gap. The Theory of Planned Behavior suggests that intentions, perceived behavioral control, and self-identity are strong predictors of healthy food purchase decisions. A person's 'mindset of health' can also be a powerful tool. Those with a "growth mindset," who believe their health can be improved, report healthier eating intentions than those with a "fixed mindset". This suggests that self-perception and belief in one's ability to change are critical.

How to Bridge the Intention-Behavior Gap

Closing the gap requires more than just knowing what to do; it involves adopting specific strategies to align actions with intentions. This is often an iterative process of learning, adjusting, and reinforcing new behaviors.

Strategies to Improve Your Eating Habits:

Clarify Intentions: Clearly define your health goals and the values they support. For instance, rather than just "eat healthy," an intention might be "I will prepare a healthy meal three times this week to support my energy levels".
Implement 'If-Then' Plans: Create specific action plans that link a trigger situation to a desired behavior. For example, "If I see the snack cabinet in the evening, then I will grab a handful of almonds instead of chips".
Practice Mindful Eating: This involves paying attention to your food and how it makes you feel, eating slowly, and distinguishing between physical hunger and emotional triggers. This can reduce mindless overeating and foster a more positive relationship with food.
Control Your Environment: Remove unhealthy foods from your home and workplace to reduce temptation. Make healthy, low-calorie snacks easily accessible and visible.
Plan and Prepare: Meal planning and prepping ahead of time saves money and time, which are major barriers. Preparing healthy meals in bulk on the weekend can prevent reliance on fast food during a busy week.

Comparison Table: Intention vs. Behavior


Aspect	High Intention (e.g., 93% of consumers)	Consistent Behavior (e.g., 10% of consumers)
Motivator	General desire to improve health, lose weight, feel better.	Strong internal drive, perceived behavioral control, aligned self-identity.
Barriers	Overwhelmed by cost, time, habits, and emotional triggers.	Actively uses strategies to overcome cost, time, and emotional hurdles.
Decision-Making	Based on momentary impulses, external cues, and emotional states.	Mindful, intentional, and pre-planned choices that align with goals.
Mindset	Often holds a fixed mindset, believing health is largely out of their control.	Cultivates a growth mindset, believing health is a controllable, learnable skill.

Conclusion

While a significant portion of the population wants to eat healthy, the journey from intention to consistent action is fraught with hurdles. The statistics reveal a widespread aspiration for better health that is often sabotaged by a complex interplay of psychological barriers, environmental pressures, and deep-seated habits. Acknowledging this 'intention-behavior gap' is the first step toward change. By focusing on intentional eating, strategic planning, and fostering a growth mindset, individuals can empower themselves to make lasting changes that bridge the divide between their health goals and their daily dietary choices. The key is not to strive for perfection, but to be mindful and consistent in reinforcing healthier habits over time.

For more resources on understanding eating habits and how to make positive changes, visit the CDC's guidance on improving eating habits.

Frequently Asked Questions

While it varies by individual, studies frequently cite the high cost of healthy food as a major barrier, especially for those with lower incomes. Lack of time for meal preparation is another very common obstacle.

People often fail due to the 'intention-behavior gap.' This is the disconnect between knowing what to do and having the motivation and control to follow through. Factors include stress, emotional eating, and a lack of specific, actionable plans.

Mindful eating teaches you to be fully present while eating. By paying attention to your food and body's cues, you can distinguish between true hunger and emotional triggers, helping you avoid mindless overeating and fostering a healthier relationship with food.

Not always. Research shows that while a high level of health consciousness significantly influences intentions, other factors like perceived behavioral control and self-identity are often more predictive of actual purchasing behavior.

Yes, research indicates that higher levels of education are often associated with a more accurate perception of and adherence to healthy eating principles. However, income and environment still play significant roles.

Yes. Cognitive behavioral therapy and mindful eating are effective approaches. Techniques involve identifying triggers, practicing self-monitoring, and finding alternative, non-food coping mechanisms for stress, boredom, or anxiety.

Studies suggest that health-conscious behaviors are more prevalent among middle-aged and older adults. Younger adults may have less interest in healthy habits and consume more unhealthy food products.