Factors affecting the health of individual consumers can have a major influence on their choice of food.

For example, consumers who suffer from an allergy or intolerance will avoid purchasing foods that contain the product they are allergic to.

Someone who is allergic to nuts will not buy food products that may contain nuts, while someone who has lactose intolerance will purchase dairy free products.

Consumers who want to follow a healthy balanced diet and reduce their risk of dietary related disorders, such as cardiovascular disease or hypertension, may choose to purchase products that are low in fat or salt.