| Initial Category | Guiding Concept | Intermediary Category |
| Healthy Eating | Knowledge of the foods that are better for consumption | Conscious consumer |
| Health | Evidence of recognition of your internal needs | |
| New ways of healthy eating | Evidence of the search for constant alternatives | |
| Escaped moments of processed food | Reference to transferring lack of choice to selected food | |
| Origin of food | Knowledge of processes precede consumption | |
| Quality | Explicit search for improvements |