Zoe: Americans Lack Trust in Nutrition Industry

A growing number of Americans feel misled by food packaging and nutrition claims, highlighting a widening trust gap across the wellness industry

Consumer trust is vital to building brand loyalty, but it’s been waning across the fitness and wellness industry as misinformation pervades social media and the public discourse. That is especially prominent in the nutrition sector, according to findings from science and nutrition company Zoe.

The UK-based brand surveyed 1,016 Americans about trust and food system perception, uncovering key gaps in education and widespread concern.

Nearly two-thirds (64%) of Americans asserted they have felt misled by claims on food packaging — but many are uncertain about how to navigate nutrition on their own.

The findings mirror a report from supplement company Thorne last year, which uncovered growing distrust in companies as consumers struggle to navigate the saturated landscape of brands pushing various remedies, treatments and health-boosters alongside conventional vitamins and minerals. 

Roughly 70% of Americans responded they would make different food choices if they had clearer guidance on which foods support health.

The survey also identified a substantial gap in knowledge about one of the trendiest — and most important — aspects of nutrition nowadays: gut health.

While 2026 is proving to be the year of fiber, as Zoe experts pointed out, nearly half (44%) of Americans do not know the recommended daily fiber intake, with just 1 in 20 correctly identifying 30 grams as the ideal target.

And although Americans want to be more educated about nutrition, 79% believe diet alone can improve health within six weeks, nearly two-thirds (63%) aren’t investing anything in seeing a nutritionist or dietitian, while 53% aren’t spending on any form of nutrition education.