IFIC: Consumers prioritize ‘healthful’ inclusions, place less importance on low/no/reduced claims “definition of what a healthy food is has taken on a more positive tone in the last few years,” with more people defining it as containing certain healthful attributes and fewer defining it based claims a product doesn’t contain or has low levels of negative nutrients, said Ali Webster, director of research and nutrition communication at IFIC. “We found over a quarter of people [27%] define a healthy food as containing certain foods or certain healthful components, such as vegetables, fruits, protein, fiber, etc. And this is a higher number than said the same in 2016” when only 17% of respondents defined healthy based on positive attributes, Webster explained.