Our shared humanity should triumph over our differences. (Photo: Getty Images) 
In South Africa and globally, poor diets are a leading cause of obesity, diabetes, heart disease, and certain cancers. The Global Burden of Disease study estimates that 7.22 million deaths in 2021 worldwide were linked to dietary risk factors. High salt and sugar intake, coupled with low consumption of fruits, vegetables, and whole grains, are major risk factors in this regard.
According to Vitality research on the health impact of our food purchasing habits, South Africans consume 70% more salt and 82% more sugar than recommended, while eating 43% less fruit and vegetables. This imbalance has contributed to rising levels of obesity and chronic diseases. But beyond personal choices, a major barrier to healthy eating is cost.
The cost of healthy eating
The Food and Agriculture Organization (FAO) estimated that in 2021, 3.1 billion people, or 42% of the global population, could not afford a healthy diet. In South Africa, 61.2% of people - around 37 million - are unable to afford healthier food, according to the World Bank. One study in the Western Cape showed that healthier foods can cost between 10% and 60% more than unhealthy options, leading many, especially in lower-income groups, to choose cheaper, ultra-processed foods high in sugar and salt.
While the price difference seems small in some instances, it accumulates over time and puts healthier options out of reach for many.
Vitality’s HealthyFood benefit aims to address this affordability gap by offering members up to a 75% discount on healthy food items from the HealthyFood catalogue. This financial incentive encourages healthier food choices by reducing the price barrier.
Vitality’s latest research shows that members who regularly buy from the catalogue are 13% less likely to become obese and 55% less likely to have high-risk blood glucose levels, which lowers their risk of developing chronic diseases. Additionally, purchasing from the HealthyFood catalogue reduces the risk of hospitalisation for cardiometabolic diseases such as heart disease and diabetes by 14%.
Price remains one of the biggest obstacles to healthier food choices, but research shows that financial incentives can shift consumer behaviour. A study published in The Lancet found that a 20% price reduction on fruits and vegetables resulted in a 17% increase in their purchase. This highlights the potential for programmes like Vitality’s HealthyFood benefit to make a significant difference.
A Healthier Future
As food prices continue to rise, the challenge of making healthy food more affordable is becoming more pressing. Vitality’s approach is a practical solution to this global issue. By lowering the cost barrier, increasing accessibility and empowering South Africans to make healthier food choices, the benefit features a Vitality indicator (a first in the country) on the shelf labels for healthier food items, which are then offered at a discount to members. By expanding partnerships with retailers like Checkers and Woolworths and offering a wide range of discounted healthy food items, we are helping more people access affordable, nutritious diets.
Through continued education, financial support, and awareness, we can break the cycle of poor dietary choices and build a healthier future for all.
Dr Mosima Mabunda is the Chief Clinical Officer for Discovery Vitality
