Healthy eating actually isn’t just about knowing what food is good for you. Most of us already know that wholefoods beat vending machine snacks. The real challenge is navigating everything else that life throws your way – overloaded schedules, social pressures, energy crashes and the idea that eating well means draining your bank account.

In working with clients and speaking to people about their habits, I’ve noticed that 99% percent of the time their struggles usually fall into one of four categories — what I call “The 4 C’s”. They’re not excuses. They’re real-life barriers that interfere with consistency and progress. But (hooray) they can all be worked around, with a little awareness, a few practical tweaks and the help of some convenient hacks.

Here’s how to spot them and what you can actually do about it:

Barrier 1: Cost

“Healthy eating is too expensive”

The current economic climate and the influence of Big Food on make junk food cheaper is a common mental hurdle to people not prioritizing their health. It’s easy to look at grass fed produce and specialty items and think, “I can’t afford this.” While it’s true that certain healthy foods can come with a slightly higher price tag, it DEFINITELY doesn’t mean you need to break the bank to eat well.

It’s also vitally important to consider the cost to your health of fuelling your body on processed food. A dollar extra spent today may save you thousands of dollars in medical bills in a years time.

How to hack the Cost Barrier:

• Buy cheaper cuts of meat. Go for quality grass fed meats but buy roasts, slow cooker pieces or things like quality mince.
• Shop smarter. Look for bulk items on sale, or buy in-season produce when it’s at its cheapest. Even buying whole animals, sharing with a friend or buying frozen can make a big difference over time.
• Meal planning is key. Having a plan for the week means less impulse buying, late night IGA runs and more strategic, cost-effective shopping.

If you can embrace the idea that healthy eating doesn’t need to involve fancy ingredients or a trip to an expensive health food store, you’ll realise that eating well can fit into any budget. 

Barrier 2: Convenience

“I’ve got no time”

We live in a fast-paced world, and the reality is sometimes we just don’t have the time to cook lavish meals. Between work, family, social commitments, and just trying to get enough sleep, it’s easy to grab something quick (and not always healthy) on the go. It’s actually a common misconception though that healthy eating means hours in the kitchen! Steak and veg – 6 minutes. Scrambled eggs – 2 minutes. It’s all about simplicity, and making the space in our minds.

How to hack the Convenience Barrier:

• Batch cooking is a game changer. Take an hour or two on the weekend to prep meals for the week. It could be as simple as cooking a big pot of soup or making a large batch of chilli mince. That way, when the busy week hits, you’ve got healthy meals ready to go.
• Keep your meals simple. One pan meals like steak and veg, omelettes, stir-fry or BBQ meals can be done in under 10 minutes. Prioritise a quality quick-cooking piece of protein and add veg, cooked in healthy fat and salt. The human body loves simplicity.
• Stock up on healthy convenience foods. No, I’m not talking pre-packaged cereal or microwave meals, but there are plenty of healthy convenience options out there now for when you need it! My favourite convenience snacks are from Chief Nutrition  – use code JESSW10

The idea is to make healthy eating as easy as possible without sacrificing nutrition. Once you get into the habit of prepping or having go-to easy meals ready, you’ll wonder why you didn’t do it sooner.

Barrier 3: Culture

“It’s just what everyone around me does.”

This one feels tricky, especially when your social circle or family’s eating habits don’t align with your health goals. If you’re constantly being invited to things and surrounded by pizza, ice cream, wine and happy hours, it can feel like an uphill battle to maintain healthy habits. We often also feel ashamed or guilty to be “that person” who doesn’t eat gluten or wants to order separately at a restaurant. But it’s important to realise that the people who love you want you to feel your best and you are a powerful advocate for your own body – you just have to speak up.

How to hack the Culture Barrier:

• Choose your social events wisely. We keep saying yes to things when we really want to say no. Choose your social outings and circle to align with your health goals and don’t be afraid to swap cocktails for coffee and coast walks.
• Lead with vulnerability – but speak up. Tell your family and friends what’s working for you right now and ask for their support. Own your journey with vulnerability, but be firm in your boundaries, and reassure them that you’re still a lot of fun!
• Socialise without the bingeing. Events aren’t just about eating – they’re about quality time with quality people. Don’t let food become the centerpiece. Eat before you go and have a conscious plan on what you will or won’t indulge in (and then stick to it).

While it’s tough to go against the grain, remember that your health is your responsibility. It doesn’t mean you’re being the “fun police,” it means you’re prioritising your wellbeing without feeling guilty for it.

Barrier 4: Can’t Be Bothered

“I have zero motivation.”

This is the big one. We’ve all been there. The days when you’re so tired, so overworked, or just generally not feeling it, that the idea of making a healthy meal or going for a run feels impossible and quite frankly the last thing on your list. Truth Bomb: motivation is overrated! Sometimes we have to do the hard things first – and motivation comes from MOMENTUM. 

Healthy eating doesn’t require motivation, just consistency.

The more we do the hard things, the less hard they seem – not because they change, but because we do.

How to hack the Can’t Be Bothered Barrier:

• Develop a very strong WHY. People with big goals do big things, and if you can visualise something you want enough, chances are, you’ll get excited about it. Don’t do it because you have to, do it because you want to.
• Focus on small habits to build momentum. Small tiny disciplined habits create forward movement. Try setting your alarm at the same time every morning, getting on half your daily hydration by 11am or making the same breakfast every day. The more small successes you have the more you won’t need to rely on motivation – it will build naturally. Your routine will carry you through.
  
  
• Do the easy stuff first. If you don’t feel like cooking, at least try eating something small and healthy. (CODEJESSW10)  High quality protein snacks will build energy and get you off the starting blocks until you’re ready to tackle the rest. The trick is just getting something in, which often leads to eating better all day.

If you wait for motivation, you’ll likely be waiting forever. Do the hard things with a little bit of grit even when your energy is low. It won’t be long and you’ll be flying!

Eating healthy is a journey, not a destination, and it’s not always smooth sailing. The key to overcoming The 4 C’s is recognising them and taking proactive steps to work around them. Whether it’s making a simple swap in your grocery store habits or prepping meals in advance, small changes add up over time.

If you’re ready to take the next step, I can support you on that journey. I’m a coach who listens and finds solutions to fit into your busy lifestyle, so you can make health a priority without the hassle.

👉 Coaching – https://jesswilson.com/work-with-jess/ – work with me to get your body back and your habits on track!

👉 Snacks –  www.wearechief.com — use code JESSW10 for a cheeky discount on your first order.

References

1. https://news.harvard.edu/gazette/story/2013/12/pinpointing-the-higher-cost-of-a-healthy-diet/
2. https://www.worldbank.org/en/programs/icp/brief/foodpricesfornutrition
3. https://pmc.ncbi.nlm.nih.gov/articles/PMC3464955/
4. https://www.cambridge.org/core/journals/public-health-nutrition/article/is-the-perception-of-time-pressure-a-barrier-to-healthy-eating-and-physical-activity-among-women/C19D91AC7F9C20CDB867991C9A0E07F2
5. https://pubmed.ncbi.nlm.nih.gov/33427479/