More than two-thirds of consumers believe natural foods—generally, unprocessed whole ingredients—are healthy, a GlobalData survey found. Consumers also associated "balanced nutrition" and "low in sugar" with healthy foods.

Understanding what food characteristics consumers associate with "healthy" is essential for brands to connect with their target audiences.

"By better understanding the nuance of ‘health’ and its meaning to consumers, a combination of positive and avoidance claims can assist in creating innovations which can more accurately meet consumer perceptions of health alongside more meaningful and appealing messaging,” says Jamie Mills, consumer analyst at GlobalData.