This paper explores a wide array of subjects related to consumer behavior in context of nutritional habits and health. In the introduction we analyze theories and models which explain the motivation and patterns of behavior of the consumers regarding food choices, focusing on the planned behavior theory and the trust in science model. Afterwards, we are exploring in detail different factors which form eating habits of the consumers, including sociodemographic characteristics, pshycological profiles, social influences and ecological factors. Special attention is dedicated to trends regarding eating habits while identifying changes and new patters of consuming food, and their impact on the health of the consumers. This paper researches the obstacles which consumers face while trying to sustain a healthy diet, as well as marketing strategies which are used to promote healthy eating habits. Through the research of consumers' opinions and views, this paper offers a deper insight into the real nutritional patters and the perception of health between different groups of consumers. Based on the results, we have formulated solid recommendations for the develpment of marketing strategies aimed at promoting healthy eating habits between different groups of consumers. The conclusion of this paper sums up the key findings of the research and identifies areas for further researching and practical usage. This paper serves as a foundation for understanding the complex interrelations between eating habits, health and consumer behavior, pointing out the importance of further research in this domain in order to encourage healthier behavior and improve consumer's health.