Heuristic cues and healthiness perceptions : how Gen-Z students evaluate processed foods in South Africa

Abstract

South Africa is undergoing a nutrition transition characterised by increased consumption of processed foods and rising diet-related health risks. Understanding how consumers evaluate the healthiness of such products is therefore critical. This study investigates how Generation Z students in South Africa construct healthiness judgments across three processed food categories—crisps, snack bars, and beverages—and examines the role of intrinsic and extrinsic product cues in these evaluations. Three focus groups (N = 30) were conducted using paired product comparisons and semi-structured discussions, and the data were analysed using qualitative content analysis. The findings show that perceived healthiness is not derived from objective nutritional assessment alone but is constructed through context-dependent cue utilization. Across categories, participants relied predominantly on extrinsic, easily interpretable cues—particularly packaging design, brand familiarity, and price—while engaging less consistently with detailed nutritional information. At the same time, the relative importance of cues varied by product category, with ingredient-related considerations more salient for beverages and visual and brand-related cues dominating in snack categories. Price played a dual role, functioning both as a heuristic signal of quality and healthiness and as a constraint on accessible choices. The study contributes to consumer food choice research by providing multi-category qualitative evidence of how healthiness perceptions are constructed through hierarchical and context-dependent cue use in an emerging market setting. The findings offer implications for food marketing, product design, and public health interventions aimed at improving consumer decision-making.