Diet may cut cancer risk, but nutrition information can be confusing
By Grant McLaughlin, managing director, Beth Meagher, principal, Deloitte Consulting LLP, and Alison Muckle, manager, Deloitte Services LP
What will it take to outpace cancer? This question brought oncologists, lawmakers, philanthropists, academics, patient advocates, and many of our Deloitte colleagues to Washington, DC for Cancer 2035: A Roadmap for the Future. The event, which was co-hosted by the Milken Institute and the Richard Nixon Foundation, coincided with the 55th anniversary of the National Cancer Act of 1971. The legislation helped to establish the nation’s approach to cancer and provided funding and authority to the National Cancer Institute.
One of the clearest themes to emerge from the meeting was the powerful role that early detection and prevention can play in reducing cancer risks. The combined effects of unhealthy dietary choices, excess body weight, physical inactivity, and alcohol consumption contribute to about 18% of cancer cases in the US. A diet rich in plant-based foods, fiber, and essential nutrients can help reduce the risk by protecting cells from damage and supporting a healthy weight.i While most Americans likely recognize the correlation between their food choices and their health, understanding and action don’t always align.
A recent Deloitte Center for Government Insights survey of 1,500 Americans found that 76% of respondents understand what they should be eating to stay healthy. Yet only 30% said their diets “very closely” or “completely” align with what they consider to be an ideal diet (see Making sense of nutrition advice in a crowded information environment). The gap is even more pronounced among people who live with chronic conditions, including cancer. These individuals, who represented about half of all respondents, were more likely than other respondents to acknowledge the challenges in consistently making healthy food choices. They were also more likely to describe nutrition research and dietary recommendations as confusing or difficult to follow.
Among respondents who are living with cancer, nearly half reported feeling confused at least sometimes when navigating conflicting food information. The most common areas of confusion include what to eat (83%) and how often to eat it (71%). This uncertainty can influence how people try to use diet to manage their health. And daily food choices don’t always reflect efforts to improve health. About 80% of respondents with cancer reported eating ultra-processed foods (UPFs) at least occasionally. The survey also found that use of nutritional supplements is more common among people who have been diagnosed with cancer compared to those with other chronic illnesses (85% vs. 68%). Supplement use is often tied to efforts to manage health conditions or improve well-being.
Making the best dietary choices for health can become even more complex during cancer care, as what qualifies as a “healthy diet” can shift during treatment.ii Patients may be advised to prioritize protein intake to preserve muscle massiii, or to avoid certain foods depending on their condition and care planiv. At the same time, treatment side effects—like loss of appetite or changes in taste—can make eating difficult precisely when nutritional needs are heightened.v Against this backdrop, evolving or conflicting nutritional information can feel overwhelming.
Still, survey findings suggest that many Americans genuinely want to eat in ways that support long-term health—84% said healthy eating is important to them. But in practice, survey findings suggest that people often rely on intuition and perceived health benefits to decide what’s healthy. Convenience and habit also play a powerful role. Even when healthier options are available, busy schedules and ingrained routines can steer people toward less nutritious choices.
Consumers want accessible guidance
Respondents expressed strong interest in clearer, more actionable information about foods. In particular, they highlighted three tools that could help them make better decisions:
- Clear indicators for ultra-processed foods
- A simple overall “healthiness” signal
- Information tailored to specific chronic conditions
Among people living with cancer, 52% said deeper learning resources would be helpful, and many wanted simple rules (45%) or step-by-step tools (40%) to evaluate their food choices. Such tools could make it easier for consumers to align their intentions with their behaviors, especially when trying to reduce their risk of cancer and other chronic diseases.
The survey determined that Americans have a wide range of sources for health information, such as traditional media, online platforms, and social channels. People who have a chronic condition, especially those with cancer, however, reported they are more likely to seek guidance directly from health professionals. That distinction highlights an opportunity: trusted, evidence-based guidance from clinicians, health agencies, and other health professionals can help translate nutrition science into practical guidance, particularly for those at higher health risk. These findings align with a 2025 Deloitte Center for Health Solutions survey that found that three out of four Americans would prefer to use food—rather than prescription medications—to support their health, regardless of age, income, insurance status, or health condition (see Consumers want to eat their way to better health).
Conclusion
Deloitte’s latest survey results help to illustrate that most Americans generally want to make healthier food choices. But they’re navigating a complex landscape of mixed messages, competing priorities, and practical obstacles. Making nutritious options more accessible, affordable, and easier to understand will likely involve collaboration among food manufacturers, retailers, health plans, employers, policymakers, and health care providers. The task is complex, but the potential payoff could be substantial. Supporting healthier eating patterns can help reduce cancer and other chronic disease risks, improve quality of life, and lower long-term health care costs. Prevention may not always be simple—but it remains one of the most powerful tools we have to gain the upper hand over cancer.
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Endnotes
iAmerican Cancer Society guidelines for diet and physical activity, American Cancer Society, October 20, 2025
iiNutrition During Cancer Treatment, National Cancer Institute, October 15, 2024
iiiThe Effects of Higher Protein Intake on Muscle Mass and Clinical Outcomes in Critically Ill Cancer Patients: A Prespecified Per-Protocol Analysis, Nutrients 2025, August 24, 2025.
ivNutrition During Cancer Treatment, National Cancer Institute, October 15, 2024
vNutrition During Cancer Treatment, National Cancer Institute, October 15, 2024
This publication contains general information only and Deloitte is not, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor.
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