This study explored perceptions of healthy eating and food choice motivations among a sample of adults in the UAE. It also segmented participants based on their food choice motivations to allow for tailored interventions and communication strategies to promote healthier dietary habits.

The present study highlighted the prevalence of the internet and social media as primary sources of information regarding healthy eating, mirroring previous research in the UAE [33]. Moreover, this reliance on digital platforms echoes global trends where these mediums have become essential for people to obtain health and nutrition-related content. For instance, in a study among Italian consumers, the Internet was the most frequently used source of information, followed by printed material [29]. While the digitalization of information seeking and sharing can be beneficial and more convenient, special attention should be paid to information quality and credibility, especially in terms of health and nutrition [34].

Research shows that more health-conscious individuals tend to assess the credibility of information based on the author’s expertise, while less health-conscious individuals tend to rely more on the author’s motivation and friendliness as credibility indicators [35]. Moreover, the information presented to people on these platforms may not always be what they are looking for, as social media and online platforms’ algorithms rely on previous actions and interests to suggest content, resulting in unintentional exposure [36]. This kind of exposure can be harmful, especially to low-quality health or nutrition information. In particular, this is concerning in cases of nutrition misinformation, as research points out how these platforms can significantly impact eating behaviour and people’s food choices [37]. Thus, it is essential to enhance the digital literacy of the public. Educational initiatives that focus on teaching users how to critically evaluate the credibility of online content based on reliable indicators, such as the author’s credentials and the evidence supporting the information, can be beneficial. Additionally, developing and promoting tools that help users identify and filter out low-quality information could mitigate the potential negative impact of algorithm-driven content exposure on eating behaviors and food choices.

Concerning perceptions of healthy eating, most individuals expressed their agreement for holistic approaches to maintaining a nutritious diet, emphasizing the importance of balanced meals, including fruits and vegetables, and the need for moderation in eating habits. In addition, most disagreed with the statement regarding abstaining from fat products. This is in line with research among Italian consumers, where such perceptions were mostly important to participants [29]. Moreover, they were in line with international guiding principles of healthy and sustainable diets [1, 38]. Half of the participants disagreed with the idea of monitoring caloric intake, while others agreed with it. Similarly, the participants had differing opinions regarding the affordability of maintaining a nutritious diet. The conflicting viewpoints highlighted gaps in comprehension and challenges in implementing theoretical concepts in practical situations. Educational programs should focus on clarifying the importance of balanced nutrition, including calorie monitoring, encourage mindful consideration of food groups and their proportions, and addressing the practical challenges of sustaining an affordable and nutritious diet.

The present study revealed significant demographic variations in perceptions of a healthy diet. Females had a slightly more positive perception than males, aligning with existing literature on gender differences in dietary attitudes and practices [39, 40]. Young adults also held more positive perceptions than older age groups, reflecting possible generational differences in health consciousness. Higher educational attainment was associated with more positive perceptions, echoing the impact of education on health-seeking behaviour and attitude [41]. Notably, those with normal weight had more positive perceptions than those classified as obese, reflecting possible challenges faced by individuals with higher BMI in adopting healthy dietary habits [29]. Overall, our findings align with other studies among Brazilian and Polish adults [42, 43], emphasizing the importance of considering these differences in establishing targeted interventions to improve overall healthy eating attitudes and habits among people.

Health motivation emerged as the predominant factor driving food choices, underscoring a more health-orientated behaviour among the study sample. This agrees with other studies among different populations in the Mediterranean countries [44], Italian [29], and Croatian consumers [45]. Moreover, emotional and environmental/political motivations also held significance among our participants, aligning with studies emphasizing emotional connections to food and growing concerns about sustainability and ethical aspects of consumption [46,47,48]. In addition, these findings agree with previous research on food choice motivation being the second most important motive for adults [29, 45]. Therefore, the prominence of health motivation in influencing food choices can be understood in the context of the UAE’s comprehensive public health initiatives aimed at reducing the prevalence of chronic diseases such as obesity and diabetes. These campaigns likely increase public awareness and concern for health, reinforcing the significance of health-related food choices.

Upon examining individual items, the study highlighted key priorities among our participants. Participants mostly agreed on the importance of eating food that supports health, highlighting a shared value among participants on how good nutrition supports well-being. Moreover, they mostly agreed that food has an emotional significance for them and makes them feel good. This indicates that individuals have an emotional and psychological connection with food that goes beyond its nutritional value. Additionally, participants recognized meals as a time of fellowship and pleasure, which aligns with cultural and social norms in the UAE and the region [49]. Further, taking an active approach to reducing food waste while cooking was also important to them, indicating an increasing awareness and dedication to sustainability given the country’s efforts in achieving the United Nations Sustainable Development Goals, particularly zero hunger [48, 50]. The observed influence of environmental and political motivations may be attributed to the UAE’s recent emphasis on sustainability, such as the National Food Security Strategy 2051. These motivations suggest a growing awareness of the environmental impact of food choices, which could be leveraged in future public health and sustainability campaigns.

Differences in food choice motivation scores based on sociodemographic factors, including gender, age, education, employment, and BMI, were observed in the present study. This aligns with studies focusing on determinants of food choices and acknowledging that certain personal factors such as biological features, physiological needs, cognitive factors, as well as sociocultural factors can play a pivotal role in people’s food choices [3, 51].

In the present study, distinct motivational patterns were outlined through segmentation via cluster analysis, which showed varying degrees of emphasis on motivations. Cluster 1, comprising 61.2% of the participants, showcased a comprehensive approach, emphasizing health first and focusing on emotional, environmental/political motivations. Cluster 2, conversely, demonstrated a health-focused approach with a relatively lesser inclination towards emotional and environmental factors, indicating a more concentrated emphasis on health considerations. These findings align with a study by Zwierczyk et al. [43], indicating that dietary behaviour is influenced by motivations that go beyond health considerations. While still significant, health motivations are closely intertwined with emotional, economic, and marketing motivations, pointing to a more holistic approach to understanding the factors that shape food choices among our participants, particularly in cluster 1 [43]. Additionally, our findings were comparable to a study among Italian consumers, where their cluster analysis identified groups influenced by health or emotional factors [29], and to a study among Croatian consumers, where the identified groups were influenced by emotional or health motivations [45]. The findings align with the Health Belief Model, which suggests that individuals are more likely to engage in health-promoting behaviors when they perceive a high risk of illness. In the UAE, awareness of diet-related health conditions may drive individuals to prioritize health when making food choices, especially given the country’s high rates of non-communicable diseases.

Further, in the present study, some significant sociodemographic differences were observed based on clusters, especially in terms of sex and income. Cluster 1, which constituted the majority of participants, had a higher proportion of females. This could imply that women are more inclined to belong to a cluster that is influenced by a wide range of motivations, such as health, emotional, and environmental/political factors, compared to men. In contrast, Cluster 2, which had a larger percentage of males, was mainly focused on motivations related to health and considered other motivation categories less important. The composition of clusters based on sex could be explained by a range of factors such as societal norms, cultural influences, and individual preferences [3]. By comprehending these differences, we can develop focused interventions and communication tactics that meet the unique needs of specific gender groups, encouraging more sustainable and healthier food choices. In addition, the differences based on income levels indicate that financial factors may have an impact on determining the reasons behind food choices. People belonging to Cluster 1, who have lower incomes, may prioritize a variety of motivations, which could be influenced by affordability concerns. On the other hand, Cluster 2, who have higher incomes, may have the liberty to concentrate more on motivations related to health. This emphasizes the significance of considering socioeconomic status while devising interventions that cater to people with diverse economic backgrounds.

This study has several limitations. The use of an online survey may have excluded individuals without internet access, limiting the inclusivity of the sample. Additionally, the convenience sampling method may reduce the generalizability of the findings, particularly given the lower representation of non-Arab participants. Self-reported height and weight data used to calculate BMI may also introduce inaccuracies. Despite these limitations, the large and diverse sample size enhances the study’s validity and provides valuable insights into food choice motivations in the UAE. The study is also noteworthy for its novelty in the country and the Middle East context, as it is the first to conduct research on this topic in the region. This not only significantly contributes to the existing body of knowledge but also addresses a notable gap in the literature.