Consumer orientation towards healthy foods depends on the coordination of companies, public policies area and the consumer’s ability to make choices. At the same time, consumer orientation depends not only on consumer awareness - knowledge and ability to choose foods consciously, but also on the possibility of making this choice, which is ensured by coordinated actions of companies and state. This article discusses approaches to definition of unhealthy and healthy foods, as well as the existing governmental regulations in this area. Based on the review, a model for coordinating multidirectional interests of market players (state, companies and consumers) to ensure the regulation of sales of unhealthy foods has been proposed. The model helps to determine optimal prices and taxes on relevant food products.
The chapter provides a review of contemporary life style policies in Russia highlighting main issues and suggesting some improvements in governmental interventions.