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How food prices, restaurant access, and location are changing what Americans put on their plates

• Where you live plays a major role in how much it costs to eat healthy, with annual costs ranging from just over $13,000 to nearly $19,000 per person in the most expensive states.

• High prices arent the only barrier to healthy eating limited access to restaurants and fresh food options can make it harder to maintain a balanced diet, even if youre willing to spend more.

• Rising supply-chain and transportation costs are pushing fresh food prices higher, but smart swaps like frozen vegetables, legumes, and store brands can help stretch your grocery budget.
  

Eating healthy sounds simple enough: more fruits and vegetables, fewer processed foods, balanced meals at home, and the occasional nutritious night out. But in reality, where you live can make that goal far more expensive and in some states, it can feel almost out of reach.

A new January 2026 report from BLogic Systems takes a closer look at what it actually costs to maintain a healthy diet across the U.S., factoring in both grocery shopping and dining out.

And its not just about price tags. In places like Alaska, a lack of restaurants that meet basic healthy nutrition standards limits choices just as much as high food costs.

Ultimately, these factors influence where people shop, how often they cook at home, and how frequently they eat out.

ConsumerAffairs spoke with a BLogic Systems expert, who broke down how economic pressure is changing what healthy eating looks like in America today.

Where is healthy eating the most expensive?

To calculate which states are the most expensive for following a healthy diet, experts explored the economic impact of eating out at restaurants and eating at home.

In terms of eating out, the research focused on the price range of restaurants that offer meals meeting predefined nutritional criteria for balanced, minimally processed, and low-added-sugar profiles. Eating at home was calculated by using state-level grocery price data from the USDA and national food expenditure surveys.

Based on that, heres a look at the top 10 states where its most expensive to eat healthy:

• Hawaii

  • Annual healthy eating costs per individual: $14.5K

  • Estimated annual healthy eating out costs per person: $4.0K

  • Total cost to eat healthy: $18.5K

• New York

  • Annual healthy eating costs per individual: $12.2K

  • Estimated annual healthy eating out costs per person: $2.9K

  • Total cost to eat healthy: $15.1K

• Massachusetts

  • Annual healthy eating costs per individual: $11.6K

  • Estimated annual healthy eating out costs per person: $3.4K

  • Total cost to eat healthy: $15.0K

• Alaska

  • Annual healthy eating costs per individual: $12.0K

  • Estimated annual healthy eating out costs per person: $2.8K

  • Total cost to eat healthy: $14.8K

• California

  • Annual healthy eating costs per individual: $10.7K

  • Estimated annual healthy eating out costs per person: $3.1K

  • Total cost to eat healthy: $13.8K

• Connecticut

  • Annual healthy eating costs per individual: $11.0K

  • Estimated annual healthy eating out costs per person: $2.6K

  • Total cost to eat healthy: $13.6K

• Wyoming

  • Annual healthy eating costs per individual: $11.2K

  • Estimated annual healthy eating out costs per person: $2.1K

  • Total cost to eat healthy: $13.3K

• Vermont

  • Annual healthy eating costs per individual: $10.7K

  • Estimated annual healthy eating out costs per person: $2.6K

  • Total cost to eat healthy: $13.2K

• New Jersey

  • Annual healthy eating costs per individual: $10.6K

  • Estimated annual healthy eating out costs per person: $2.6K

  • Total cost to eat healthy: $13.2K

What drives up the cost of healthy food?

According to BLogic Systems, there are a few factors that come into play:

• "Freshness Tax": Unlike shelf-stable ultra-processed foods, fresh produce, lean meats, and dairy require cold-chain logistics (refrigeration) and frequent restocking. This adds a massive overhead that processed foods simply don't have.

• Supply Chain Volatility: In 2026, were seeing specific spikes in categories like beef and veal (up over 9%) and fresh vegetables.

  • The Global Cold Chain Market is growing at a 13.6% CAGR through 2026. These energy-intensive transport costs are passed directly to the consumer. For Hawaii, where 90% of food is imported, this creates the $14.5K "at-home" cost we see in our data.

• The Production Gap: Fixed costs for supplying fresh fruits and vegetables remain about 40% higher than for grains or sugars used in processed snacks. Essentially, it's cheaper to make a calorie-dense cracker than it is to get a fresh bell pepper to a shelf in a high-cost area.

Making the most of your money

If you find yourself in one of the most expensive states to eat healthy, there are some ways to stretch your budget. BLogic Systems offered some advice for consumers:

• Frozen vegetables are nutritionally equivalent to fresh, but significantly cheaper and won't rot in your crisper drawer.

• Legumes, brown rice, and oats are the "inflation-proof" options.

  • For example, dried lentils provide roughly 20g of protein per $0.25 serving, meanwhile lean beef in New York currently averages $1.15 for the same protein content.

• The 50% Rule: Aim for half the plate to be vegetables (even canned ones with no added salt) and 25% to be an affordable protein like eggs or beans.

• In 2026, the quality gap between name-brand "health" foods and generic store brands is virtually nonexistent. Whenever you can, choose the store-brand.

His four-part plan should have loyal (and disgruntled) shoppers optimistic

• New Target CEO Michael Fiddelke is doubling down on trendy, affordable products and stronger private labels to compete on value without losing Targets signature look.

• Expect cleaner aisles, fewer out-of-stocks, faster Drive Up, and more open checkout lanes at busy times.

• Smarter inventory systems and more investment in workers aim to reduce order issues and make in-store help easier to find.

Target just handed the top job to longtime exec Michael Fiddelke, and his first message was clear. The retailer has real work to do to rebuild trust after a rocky year of boycotts, policy backlash, and sluggish sales.

Fiddelke officially took over Feb. 1 from Brian Cornell, who moves into an executive chair role. Now the focus is a four-part turnaround plan aimed at getting shoppers excited about Target again.

1. Expect better deals + stylishdesign

Fiddelke says Target will double down on what originally made it stand out, which is stylish products at affordable prices.

What that means for you:

• More emphasis on trendy but budget-friendly home, apparel, and seasonal lines.
• Possible refresh of private-label brands (where Target makes higher profit margins).
• Look for a push to compete with Walmart on value without looking cheap.

If Target can do this right, expect to see more Pinterest board-ready displays that made Tar-zhay famous in the first place.

Couple this with more competitive prices, especially in home dcor and clothing, and Target will be definitely be heading in the right direction.

2. Stores are about to get more attention

Target admits that their in-store experience hasnt felt as good or inspiring as it used to. Thats now become a priority of the new CEO.

The changes we should see:

• Cleaner, less cluttered aisles
• Better in-stock rates (fewer empty shelves)
• Faster Drive Up and order pickup
• More staffed checkout lanes at peak times

Translation: Expect less friction and fewer in-store annoyances like out-of-stocks and messy shelves. This could be a nice change if youve felt like Target runs have gotten more stressful lately.

3. More tech is coming (for better or worse)

This doesnt mean theyll be selling more TVs and laptops, but rather introducing more technologybehind the scenesto make shopping frictionless.

What that could mean:

• Smarter inventory systems, so items actually show as available when they are (and vice versa).
• Faster fulfillment for in-store and curbside pickup, along with quicker online delivery.
• More app-based personalization and offers.

The biggest upside for shoppers would be fewer canceled orders and a faster customer service response.

The downside is potentially more data tracking tied to your shopping behavior via the Target app.

4. Investment in workers and communities

Fiddelke has a long history in operations and human resources at Target and has supported higher pay and benefits in the past.

This part of the plan could include:

• Continued wage and training investments
• More focus on local community engagement
• Efforts to stabilize staffing issues in stores

For shoppers, that should translate to friendlier employees who are less overwhelmed.

It will be interesting to see if the new CEO keeps their unofficial 10-4 policy, which trained employees to smile or wave within 10 feet of a customer, and ask if they need help within fourfeet.

Why this reset is happening now

Target has been dealing with falling sales and brand backlash since early 2025, including controversy over social policies and store-level incidents involving U.S. Immigration and Customs Enforcement.

On top of that, shoppers have complained about high prices, lack of inventory, and overall store conditions.

Retail analysts say Targets brand is still strong, especially if the company fixes the basics like value, reliability, and a welcoming in-store feel.

In many ways, 2026 is shaping up to be a make-or-break year for Targets reputation, and your shopping experience will be the real test.

As demand cools and listings pile up, buyers are offering well below the list price

By Mark Huffman of ConsumerAffairs

• The typical homebuyer who paid below asking price in 2025 received a 7.9% discountthe largest since 2012.

• Nearly two-thirds of buyers paid less than list price, the highest share since before the pandemic.

• Condo buyers and shoppers in Florida metros saw the deepest price cuts.

Increasingly, the price in the home listing is not the price the home-seller expects to get. New data reveal that buyers were able to secure significant discounts in 2025, simply by making a lower offer.

The typical homebuyer who purchased a home for less than the asking price in 2025 received a 7.9% discount, according to a new analysis from real estate broker Redfin. That marks the biggest discount since 2012 and reflects a sharp shift from the pandemic-era frenzy, when bidding wars routinely pushed homes above list price.

In dollar terms, that discount amounts to about $31,592, based on last years median original list price of $399,900. Even when factoring in all buyersnot just those who negotiated lower pricesthe average discount was $15,196, or 3.8%.

A major shift in the housing market

Discounts are becoming the norm rather than the exception, the analysis found. Roughly 62.2% of all homebuyers in 2025 paid less than the original list price, the highest share since 2019. By contrast, just 22.8% paid more than askingthe lowest share since 2019while 15.6% paid exactly the list price, a figure that has remained relatively stable over time.

The growing prevalence of discounts is tied to a historic imbalance in the market. There are now 47% more home sellers than buyers, giving shoppers more options and far more negotiating power than theyve had in recent years.

High mortgage rates and elevated home prices have sidelined many would-be buyers, while some sellers have been slow to adjust to softer demand.

As a result, price cuts are spreading, and some homeowners are choosing to delist altogether, hoping for a more favorable market down the road.

Buyers can afford more than they think

Homebuyers in 2026 shouldnt write off homes that are slightly above their budget because theres a good chance theyll get some sort of concession from the seller, said Redfin Senior Economist Asad Khan. This marks a reversal from the pandemic home-buying frenzy, when house hunters were advised to search below their budget because properties were selling far above asking price.

Khan noted that pricing homes has become increasingly difficult as market conditions shift quickly and vary widely by location. While demand remains resilient in some areas, it has softened rapidly in many others.

The share of buyers landing especially steep discounts has also surged. About 26.1% of buyers who paid below the asking price in 2025 received a discount of 10% or more the highest share since 2012. Another 27.8% secured discounts between 5% and 10%, while fewer than half received smaller reductions of under 5%.

On the ground, agents say sellers expectations are often shaped by when and how they bought their homes. In Dallas, Redfin Premier agent Connie Durnal said some sellers remain anchored to prices that no longer match todays market.

A different pricing landscape

I have one seller who overpaid a few years ago and wants to list at $950,000, but recent comps support closer to $825,000, Durnal said. Another seller priced below what they paid, which generated multiple offers and ultimately sold above asking. Pricing realistically makes all the difference.

Mortgage rates are another factor. In Milwaukee, Redfin Premier agent Ben Ambroch said many homeowners locked in ultra-low rates during the pandemic and are reluctant to sell unless they can afford the higher monthly payments that come with todays financing costs.

Condo buyers, meanwhile, are seeing the biggest bargains. The typical condo buyer who paid below list price received an 8.1% discount in 2025, compared with 7.9% for single-family homes and 6.5% for townhouses. Overall, more than two-thirds of condo buyers paid less than asking, as rising HOA fees, insurance costs, and special assessments weigh on demand.

Geography also plays a major role. West Palm Beach, Florida, led the nation among large metros, with a typical discount of 10.9% for homes sold below list price. Detroit, Fort Lauderdale, Pittsburgh, and Miami followed close behind. Floridas heavy homebuilding activity second only to Texas has given buyers ample choice, while rising insurance costs and climate risks have pushed sellers to offer concessions.

Smallest discounts

At the other end of the spectrum, Seattle posted the smallest typical discount at 5.7%, followed by Washington, D.C., Minneapolis, Las Vegas, and Virginia Beach.

Only four major metros still saw typical homes sell above asking price: San Francisco, Newark, San Jose, and Oakland. In San Francisco, buyers paid a median premium of 3.8%, driven in part by renewed demand tied to the AI boom and return-to-office trends. Even there, however, premiums have narrowed as overall market pressure eases.

Taken together, the data underscore how dramatically the balance of power has shifted giving todays buyers leverage that would have been almost unthinkable just a few years ago.

Brands are spending $8 million a pop to put their best foot forward

By Mark Huffman of ConsumerAffairs

• Record-high prices: Super Bowl LX advertising slots are commanding around $8 million for a 30-second spot, making the Big Game one of the most expensive ad buys in media roughly $233,000+ per second of airtime with production, talent, and campaign costs pushing total spend far higher.

• Wide variety of advertisers: The lineup includes traditional power players like Bud Light, Pepsi, and Dunkin alongside newcomers and unexpected sectors such as Raisin Bran, AI startups, and pharmaceutical brands.

• Buzz-worthy creative: This years ads promise celebrity stars, nostalgic callbacks, humor, social causes, and even direct industry messaging exemplified by a tech company mocking a rivals ad strategy.

As Super Bowl LX approaches on Sunday, the advertisements that will be shown before and during the game are creating as much buzz as the New England Patriots and Seattle Seahawks the two teams that will take the field. Traditionally, Madison Avenue pulls out all the stops for the top TV event of the year.

For advertisers eager to reach what could be more than 100 million live viewers, airtime is now one of the most coveted commodities in media. A 30-second commercial costs about $8 million, a price that has stabilized at record levels after years of steady growth.

But the airtime purchase is just the beginning. Companies reported spending millions more on production, celebrity fees, and campaign amplification, with total investments often reaching $15 million$30 million or higher once all elements are factored in.

Whos advertising in 2026

This years Super Bowl ad roster blends legacy big spenders with fresh entrants across industries:

• Beverage & snacks: Bud Lights humor-driven spot starring Peyton Manning, Post Malone, and comedian Shane Gillis has already gone viral in teaser form.

• Travel & lifestyle: Expedia features Ken (yes, that Ken) exploring global travel, while Universal Orlando Resort debuted a heartwarming theme-park narrative.

• Food & consumer goods: Classic brands like Hellmanns mayonnaise, Pringles with Sabrina Carpenter, and Kelloggs Raisin Bran with William Shatner are all rolling out game-day spots.

• Tech & services: Instacarts disco-flavored ad stars Ben Stiller; TurboTaxs teaser features Adrien Brody.

• Health & wellness: Hims & Hers tackles wealth and wellness disparities in its ad, and Novartis uses NFL stars to promote prostate-health messaging.

• AI sector drama: Startup Anthropic has stepped into the Super Bowl spotlight to rib a rival AI company in its first national ad, positioning its Claude chatbot as ad-free and user-focused.

This mix reflects both the breadth of categories willing to pay premium prices and the ongoing trend of brands using the Super Bowl to make bigger cultural statements.

Ads to watch for

Marketers and media critics are spotlighting several ads that could define the conversation post-kickoff:

• Nostalgia meets innovation: Xfinitys blockbuster Jurassic Park reunion featuring Sam Neill, Laura Dern, and Jeff Goldblum blends beloved IP with a creative tech twist.

• Purpose-driven storytelling: Rings emotionally charged spot focuses on its new lost-dog search feature, accompanied by a $1 million donation to animal shelters.

• Humor & unexpected pairings: Ads starring unexpected celebrity combos like Shatner in a cereal commercial or Pringles playful, romantic spot are generating early buzz.

• Industry commentary: Anthropics meta ad critiquing AI advertising itself could spark debate beyond typical product pitches.

The bigger picture

Even as media consumption fragments, the Super Bowl remains a cant-miss cultural moment that unifies broadcast, streaming, and social conversation. Analysts note that nearly half of viewers tune in as much for the ads as for the game, a testament to the enduring economic and cultural value of this ad showcase.

With all slots sold out months before kickoff and marketers investing in pre-game teasers and social campaigns, this years Super Bowl advertising lineup is poised to set new benchmarks not just in price, but in creativity and conversation around how brands engage a massive, diverse national audience.