I have seen some self-media flirting with the idea that people who buy health food and nutritional food are "paying IQ tax", and how to understand this. Personally, I am very opposed to using such a disrespectful expression as "paying IQ tax" to describe any consumption behavior of other people, but it is still worth analyzing and talking about the reasonable and rational consumption of nutritional health food and so on.

Diet and nutrition are the material basis for our health. Obviously, it is the desire of every one of us to get as much health-friendly food nutrition as possible through certain dietary arrangement. However, due to various constraints in life, it is difficult for us to easily arrange our meals to an ideal state, so we need the help of technical means. Nutritious food and health food is the help provided to us with the help of modern food technology and processing technology. Some ingredients that are not easily available and processed in daily life, some nutrients that are difficult to reach a certain concentration and content through ordinary food, some combinations of nutrients that are not available in ordinary food, some nutrients that are not easily digested and absorbed from natural sources and perhaps need activation, activation and potentiation, some nutrients that are not enough in natural food sources, etc., are provided to us by means of nutritional food and health food, so that we can choose and consume them easily. It is easy for us to choose and consume.

For the rational selection and rational consumption of nutritional health food, we should first determine the purpose and expectation of the selection. Nutritional health food is a helper to help us overcome the limitations of our daily diet, and its reasonable use can certainly show good health benefits. However, it is blind to believe that nutritional health food can produce miraculous effects and hope that they are the "panacea" to cure diseases or improve health and prevent diseases.

The consumption of each person is different. If we choose within our affordability, nutritional health food will become a helper of our nutrition and health. If it is beyond the affordability, then it is better to spend on improving one's daily meals. Here you can give an example, the market for pregnant women to choose a variety of DHA products, most of the price is not cheap, if you feel too expensive, the financial burden is too heavy, in fact, why not eat more sea fish. Unless you don't like to drink milk or eat cheese, then you should spend money to choose calcium tablets; if you don't hate dairy products, then drink milk and don't eat calcium tablets, you can also save money.

The price of nutritional health food is not necessarily equal to its nutritional value and health benefits. Like all other commodities, the price of nutritional health food is determined by many factors such as raw materials, processing, quality control, marketing costs in all aspects and commodity profit. Some nutritional food processed with scarce ingredients, very expensive price does not necessarily mean super nutritional and health value, because the source of ingredients is very scarce and everyone is especially in pursuit, then it will definitely be very expensive. The nutritional health value of nutritional health food lies in its quality and suitability for consumers. However, expensive food is more likely to reflect psychological comfort and social interaction value, both of which are also very meaningful in many cases.

In addition to the relationship between price and value talked about above, what influences people's choice of health food is also its social and psychological value. In addition to consumers' own consumption, nutritional health food is also an important carrier of interpersonal relationships in social activities. Many people are willing to choose some nutritional health food as a companion gift during the New Year holidays and visits to the elderly. Interpersonal communication is very important in any era. In the past, when the living standard was relatively poor, when visiting friends and relatives, we brought a few packs of pastries (snacks), or even doughnuts (sesame oil nuts); then later, as the living standard improved, we updated the gifts to fruits and milk. Now that the standard of living is high, these have become common foods that every family should have, and the choice of interpersonal gifts should naturally be shifted to higher-priced, moderate in weight and quantity, and flowers and nutritional health food and other such goods that can symbolize goodness and contribute to a long and healthy life have naturally become a popular choice. Due to their life experiences, the aging population is more willing to accept gifts like nutritional health food than flowers. At this time, the high price of nutritional food processed with scarce or high quality ingredients can not be accused of "IQ tax" because its nutritional value is not equal to the price, after all, our customs and food culture has a unique reverence for this kind of food, we all think it is good, which is also its social value. It's like, what's the practical value of flowers, designer clothes are expensive, can be more warm than other clothes?

It must also be said that what plagues consumers' choice of nutritional health food is also bad commercial propaganda. In pursuit of quick and short-term market interests, some unscrupulous businessmen or more likely some sales staff, often find ways to mislead consumers, taking advantage of consumers' blindness to health and nutrition knowledge, with the help of hot spots of concern in the field of nutrition and health care, lulling consumers' cognition and luring their unreasonable purchases.

The final recommendation, consumers should continue to learn the necessary health knowledge and nutrition knowledge, to their own eyes installed invisible nutrition and health scanner, avoid lull and lure, reasonable choice, rational consumption.