“Less Is More” for Health: How Minimalism Reshapes Food Consumption Patterns and Preferences

ABSTRACT Minimalism has become an increasingly prevalent lifestyle, yet its influence on consumers’ food consumption patterns and preferences has not been examined previously. Across three main studies and a supplementary study ( N = 1,105), we find replicating evidence that minimalism can reduce preference for unhealthy food consumption while promoting healthier choices. We identify a minimalism = healthy association that consumers explicitly recognize and apply in their dietary decisions. Specifically, minimalism influences food consumption patterns, through a dual self‐control process of increasing the internal conflict and reducing the strength of desire for consuming unhealthy foods. The findings hold regardless of consumers’ dietary habits (e.g., restrained eating, dietary restrictions, or time since last meal) and demographic factors, and are supported by studies using diverse methodologies and food options. Our research shows that the effect of minimalism on food consumption extends beyond reducing overall quantity of intake (as suggested by the less is more philosophy)—it also shifts consumption patterns toward qualitatively healthier options. These findings advance the literature on consumer minimalism, food‐related intuitions, and self‐control, offering valuable insights for public health policymakers, wellness influencers, content creators, and marketers aiming to promote healthy eating.