When it comes to being “healthy”, there are a few things many consider as fact. To be healthy, you should engage in exercise on a weekly basis, you should treat your body with respect and pay attention to your mental health, and finally, you should be able to eat healthy foods more than you eat unhealthy foods. Or in other words, be nutritionally mindful.
When we look at our check list for a healthy life, one thing that sticks out to many, is the cost of it all. While you could get a membership to a gym, you could also engage in free activities at home, or explore the great outdoors. And while you could pay for motivation and therapy apps (which is sometimes warranted and useful), the rise of free mental health resources since the COVID-19 pandemic is undeniable. But what about healthy eating? While there may be no free option, does the value of healthy food options outweigh the upfront cost you’ll need to swallow?
The Dollar Menu
Introduced in the early 2000s, McDonalds swept the nation with the innovation of the “Dollar Menu”, forcing other food chains to adapt and compete, or lose consumers looking for high value at an affordable price. While the premise of affordability was not the invention of McDonalds, they undoubtedly played a nationwide part in shifting consumer mindset towards what a meal should cost.
But McDonalds isn’t the only one to shape our price expectations when it comes to our plate. Nearly all fast food establishments entice customers with frequent deals and sales on already low prices. Further solidifying what a meal is supposed to cost. From Dunkin, Wendy's, Subway, and Taco Bell, as consumers become accustomed to bargain pricing, they may find it difficult to adjust to higher prices elsewhere, leading to a perception of food being expensive.
But what about those who don’t consider themselves fast food eaters? Do things seem expensive to them? And if so, why?
The Healthy Eating Rabbit Hole
Without fast food in the mix, people may start eating healthy by choosing all-natural, organic, non-GMO, protein-rich, and sustainable products at the store. They often look for these healthy items to kick start their diet. And while this approach may work for some, the immediate sticker shock will push many to revert back to thinking that healthy food is just too expensive to sustain.
But what about the middle ground? Fast food is cheap but not great for nutrition. Organic food is healthy, but can be too expensive. So, why not find a balance?
The simple answer I believe for most is, “I don’t know what that balance is.” As a coach, I often hear that clients know exactly what they should be doing for their nutrition, it's just that they don’t want to do it. But when I ask for specifics, it’s almost always the same. “Chicken, rice, less carbs, less food overall.” Try anything that sticks, right?
The typical chicken and rice answer I get shines a bright light on the unfortunate lack of nutritional understanding we have as a society. And without an understanding of what makes a food “more” or “less” healthy, of course the only healthy option in a store is the food whose label is screaming “ORGANIC, PROTEIN PACKED, etc.”. Without realizing that those options may not be best suited for our individual scenarios or goals in the first place.
One recent instance of viral nutritional marketing is YouTube creator Logan Paul’s promotion of the so-called sports drink ‘PRIME.’ When first introduced in 2022, Paul positioned PRIME as a healthier alternative to established brands like Gatorade and Liquid IV, boasting a significantly lower sugar content and claiming enhanced sports performance.
However, this portrayal misrepresents the primary function of brands like Gatorade and Liquid IV, which is to effectively and rapidly re-hydrate athletes, not to serve as a casual beverage for everyday consumption. For athletes whose electrolytes have been depleted, PRIME would not provide adequate replenishment due to its low sodium content—containing only 40mg compared to competitors that offer nearly 500mg.
While 500mg of sodium may seem significant, it's essential to consider the purpose of these drinks. The intent behind their formulation significantly influences their effectiveness for hydration and performance. And PRIME positioning itself as anything more than a casual drink is a disservice to the uninformed.
Without a true understanding of the foods and beverages you are putting into your body, marketing and label jargon can lead you to believe that you are eating healthier than you truly are.
The Expense Of Time
The economic expense isn’t the only factor that makes healthy eating seem costly. When considering our nutrition, we often weigh the pros and cons. One factor in this decision is convenience. Many find themselves leaning towards quick, processed options that are readily available from drive thrus’ or delivery options. These foods often require less preparation time and can easily fit into a busy schedule.
So where does the healthy stuff come in? Well, remember when we talked about finding a middle ground? This is a great start. I’m not asking you to go full Gordon Ramsey here and cook everything from scratch, although if you wanted to, check out your local farms for year round wholesale plans on all the vegetables you can take advantage of.
What we could start with though, is a balanced approach to prepared options. The next time you're at your local market, head to the frozen section and take a look at their offerings. Spend a good 10 minutes looking at both prices and serving sizes. For vegetables, you will typically find several options for veggie mixes ranging anywhere from $1.99 to $4 per box, containing 1-3 servings each. And my market's personal favorite sits at that $1.99 price point. Giving me a mix of broccoli, julienne carrots, and sweet peppers.
But that example is far from the only one, we could pick out similar options for your meat, dairy, and other daily essentials.
Ground turkey for example could be as inexpensive as $5/pound and be split up in 2-3 unique meal options. Things like turkey burgers, Italian stuffed peppers, and ground turkey taco salad are just a few of the countless meals you can whip up at an incredibly affordable price.
Want a quick shake before work in the morning? Well, for those that enjoy protein shakes, but making them is too much of a hassle, I buy my shakes in bulk at our local BJ’s for $30 per 30 shakes. This type of bulk purchasing can make things significantly more economical if, and only if, you plan to actually use the items you are purchasing. For example, if I were to purchase those same shakes at a different store in a smaller pack of 4, it would cost me about $10. Or in other words $70 for a 30 pack vs $30 for a 30 pack.
You see, if I had not taken a moment to explore my shopping options, I too may have thought that healthy eating is just too expensive. However, this is a great example of how smart shopping and research can pay off.
(Healthy) Food For Thought
Before finishing up, I’d like to leave you with some important things worth noting as you embark on your healthy eating journey.
Not Everything Organic Is Healthy
I mentioned previously that labels may scream at you "PROTEIN PACKED” or “ZERO SUGAR”, but it’s important to remember that just because a brand or even store itself brands itself as “healthy” or “organic” does not in itself mean the foods are more healthy than their counterparts.
Not Everything Is Cheap
This blog was all about how healthy eating may not be as expensive as you thought, but I would also like to be realistic with what I put forward. Some of my foods are arguably more expensive than the less healthy alternative. Is that expensive version the only option? No. However, the expense I spend on certain foods is justifiable to me. Just like certain expenses are justifiable to you. Not all food will be comparable in price, however, the same can be said about comparing quality.
The Case Against Unhealthy Food
As a continuation to my last point, specific foods may be more expensive than cheaper, less healthy, alternatives. But unhealthy eating is not without its own high costs too.
Medical expenses of adults with obesity in the United States compared to those without obesity experienced medical care costs up by 100% (or $2,505 more annually). While amounts vary, this large increase is present for those both covered by public and private health care plans.
If the financial expense of being healthy is all we were worried about, perhaps that tips the scale for you? But if not, here is something else to keep in mind.
For those who practice healthy eating, and engage in physical activity on a weekly basis, there is a 23-31% lower risk of all-causes of mortality. That’s right, this is no longer just about expense comparing, but rather life itself. And the quality of your life for that matter.
As we wrap up, remember what we talked about before. The middle ground is the place to be. When finances are a concern, but healthy eating is something you’d like to prioritize, find your middle ground. Don’t worry about shopping at that high-end store or buying the most expensive brands, because at the end of the day, quality and healthy foods can be found just about everywhere you shop. You just have to take a moment to look for them.
