We’re at an inflection point for public health in America.
Sweeping public health reform has gained momentum through the “Make America Healthy Again” (MAHA) movement. This movement, spearheaded by U.S. Secretary of Health and Human Services Robert F. Kennedy and endorsed by President Donald Trump, is swiftly reshaping public health at the highest levels of government.
From institutionalized disease management and prevention efforts to individual ingredients used in processed foods, MAHA has raised a wide range of concerns with common practices in the healthcare and food & beverage industries.
But what are Americans’ points of view on public health institutions, the MAHA movement, and how companies should address health concerns?
How can key industries navigate this health revolution?
Welcome to America’s Point of View on Public Health.
Generally, trust in U.S. public health institutions outpaces distrust, with over half (54%) of Americans saying they trust public health institutions and one-in-three (35%) saying they distrust them. Trust in public health institutions is highest among Democrats (66%), though over half of Republicans (53%) say they trust these institutions.
However, distrust in public health institutions is prevalent, with 35% of Americans saying they distrust these institutions. Distrust is highest among Independents, with nearly half (44%) of Independents distrusting these institutions.
Americans’ trust in public health institutions has eroded significantly more than it has grown over the past 12 months. Overall, 40% of Americans have less trust in public health institutions than they did 12 months ago. This outpaces increases in trust by more than twofold. Democrats (48%) and Independents (44%) are more likely than Republicans (34%) to have less trust in these institutions in the past 12 months.
The majority of Americans (79%) are aware of the MAHA movement. Awareness is highest among Republicans, of whom nearly nine-in-ten (87%) are aware of the movement.
Four-in-ten Americans support the MAHA movement. Support for MAHA is concentrated among Republicans (60%), who are more likely to support the movement compared to Democrats (25%) and Independents (39%).
Neutrality (23%) toward MAHA outpaces opposition (17%).
“Recent and ongoing government cuts to public health institutions and programs are necessary to help improve public health in America.”
Overall, two-in-five (40%) Americans do not believe that recent and ongoing government cuts to public health institutions and programs are necessary to help improve public health in America.
Notably, fewer Americans believe that recent and ongoing government cuts to public health institutions and programs are necessary to help improve public health in America than Americans who support MAHA (34% v 40%).
“The U.S. federal government needs to impose stronger regulations on the food and drink industry as quickly as possible.”
Overall, six-in-ten Americans (61%) believe the U.S. federal government needs to impose stronger regulations on the food & beverage industry as quickly as possible.
Unlike support for MAHA, there is little difference in support for stronger federal regulation of the food & beverage industry across party lines. Democratic support for stronger federal regulations on the food & beverage industry (58%) comes in only -4 percentage points lower than both Independents (62%) and Republicans (62%).
Two-in-five Americans (43%) believe ultra-processed foods significantly contribute to health problems in the U.S. This belief is most prevalent among Independents (50%).
For Americans, ultra-processed food generally surpasses individual ingredient components - such as sugar, artificial food dyes and seed oils - as a significant contributor to health problems.
Nearly half (45%) of those who have begun to consider ultra-processed food more harmful in the past 12 months have done so because of new research or scientific studies. Other impactful information channels include news coverage (34%), conversations with family/friends (34%), and guidance from a personal doctor/physician (27%).
Democrats (31%) and Independents (30%) are more likely than Republicans (19%) to have changed their opinion due to guidance from a U.S. public health agency. Gen Z (59%) are more likely to have changed their opinion due to conversations with family and/or friends. Both Gen Z (34%) and Millennials (29%) are more likely than older generations (0-14%) to have changed their opinion based on information from a social media influencer.
More than four-in-five Americans (82%) believe that artificial food dyes contribute to health problems in the U.S. This is even higher among parents (88%) who are more likely than non-parents (79%) to believe artificial food dyes contribute to health problems.
Half (52%) of Americans believe that seed oils contribute to health problems in the U.S. Similar to artificial food dyes, this is even higher among parents (57%) who are more likely to believe seed oils contribute to health problems than non-parents (49%).
The majority of Americans (66%) agree that Red Dye No. 40 should be banned from processed foods. Nearly three-in-four parents (74%) believe that Red Dye No. 40 should be banned from processed foods.
Over one-in-three (35%) of Americans agree that seed oils should be banned from processed foods. Nearly half (45%) of parents believe that seed oils should be banned from processed foods.
Short of voluntarily modifying product formulations to reduce sugar, fat, and salt and eliminate artificial food dyes, proactively providing more details on nutrition and ingredients on their products’ packaging and educating consumers on nutrition and diet will increase positive perceptions of food & beverage companies for half (51% and 47%, respectively) of Americans.
More than half of Americans believe that food & beverage companies are irresponsible in their marketing aimed at children (59%), younger teens (13-15 years) (58%) and older teens (16-18 years) (54%), underscoring the need to change how these companies are marketing towards these audiences.
America’s Point of View (APOV) – Spring 2025 Edition
APOV is a thought leadership series designed to contribute to the public debate about key issues impacting society and to help organizations navigate the complexities of today’s dynamic landscape.
About This Study
Sample: Census representative sample of 1,011 American adults aged 18+
Methodology: Online survey
Field Dates: April 21 – 29, 2025
For further study details, please contact: info@povaddo.com
About Povaddo
Povaddo is a research firm that specializes in helping our clients develop better strategies and stronger communications to address complex issues and challenges that are facing their organizations.
For over 15 years, Povaddo has completed north of 1,000 studies – surveys, focus groups, and in-depth interviews – across more than 100 countries and six continents. During this time, Povaddo has developed a reputation as one of the foremost opinion research firms capable of handling projects all over the world.
Learn more about PovaddoFor business inquiries, please contact us at: info@povaddo.com
