Infographics engage unmotivated young adults in healthy eating

Young adults who are not motivated to eat healthily can still be engaged with the right type of communication, according to new research from the European Food Information Council (EUFIC). Young adults often face unique dietary challenges, from limited resources and time constraints to social and emotional barriers to healthy eating. The study, Healthy Eating for Young Adults: Communication in Early Stages of Behaviour Change, explored how 18-25-year-olds in the UK respond to infographics about healthy eating designed for those not yet committed to changing their diets.

Key findings:

• Substantial engagement: 57-62% of participants wanted to learn more after viewing the infographics.
• Positive reactions: Messages were generally perceived as relevant and elicited positive feelings.
• Early signs of behavior change: Intentions to apply the advice were positive, yet modest.
• Format matters: Static infographics were better received than silent video versions, particularly among students and dormitory residents.
• Personal context influences impact: Messages resonated more with those who were health-oriented, contemplating dietary changes, employed, or involved in food shopping or cooking.

The study surveyed 507 young adults who evaluated eight infographic topics, including comfort eating, gut health, mental wellbeing, social eating and improving performance.

Many young adults are not actively thinking about changing their eating habits, so traditional health messaging often misses them. Our findings show that practical, relatable information delivered in a simple infographic format can spark interest, even among those who are not yet motivated to change. Meeting young people where they are is key to supporting healthier choices."

Dr. Katerina Palascha, senior researcher at EUFIC and co-author of the study

What this means for healthy eating communication

The findings show that healthy eating messages can resonate with unmotivated young adults when they are practical, relatable and focused on immediate benefits such as performance and mental wellbeing, rather than long-term health outcomes alone. Addressing real-life barriers, including limited time, budget constraints and social influences, can help capture attention among those not actively seeking to change their diets. The research also suggests that clear, visually engaging infographics may be a safer format than silent videos when communicating with young adults in the early stages of behavior change, since the latter may elicit less favourable responses in certain subgroups.

About the Healthy Eating for Young Adults (HEYA) study

This study was conducted in 2024 to examine the communication preferences of young adults who have not yet committed to healthy eating, a segment that has worse dietary behaviors and food related skills compared to more motivated young adults. The online survey was designed based on findings from two focus groups (n = 11) that were conducted earlier the same year to examine the food related priorities of this group. Tailored infographics addressing these priorities were then developed and presented to 507 young adults via an online survey. One of the infographics was presented as either an image or a video. Information seeking, message elaboration, affect, annoyance, relevance, and intention to use the information were measured to assess how the various infographics resonated with participants.