Consumer demand for healthy eating considering diversity – an economic approach for German individuals

Rising incidence and costs of diet‐related diseases have led to nutritionists' and economists' interest in factors determining the demand for healthy eating. The present study analyses the demand for healthy eating by the use of a new food‐based indicator, which combines the health value and diversity of a food basket. Although the diversity aspect gains in importance in recommendations for healthy eating it was not considered adequately in healthy eating indicators until now. Within the household production theory the new indicator is used to identify factors influencing the demand for healthy food diversity for 3220 German individuals. The results of regression analyses show that the demand for a healthy diet is influenced by age and mainly by knowledge, attitudinal and behavioural (proxy‐)variables as education level, participation in a health training course and sport activity. On the basis of these findings conclusions are drawn for health and nutrition policy in Germany and Europe.