The focus of nutrition research, in turn, has shifted to the quality of the diet. Many nutrition scientists are examining how the food we eat affects our health. Some foods, such as those high in saturated and trans fats, have negative effects on health, whereas foods such as fruits and vegetables have positive effects. Scientists are also examining individual nutrients and other substances with potential health-promoting properties. Although deficiencies can be avoided by consuming adequate nutrients, it is unclear whether health can be optimized by consuming more than the established adequate nutrient levels.
The idea of “consuming to promote health” has captured many people’s imaginations. No longer focusing on eating to prevent nutrient deficiency, American consumers are especially interested in which specific foods, nutrients, and other substances can improve health and quality of life by ameliorating current health conditions or preventing future ones.
Health-seeking individuals purchase food and other items, including dietary supplements, that they believe will make them healthier.