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Background: In health education, there is a risk of giving overly prescriptive recommendations, potentially activating conflicting in-group norms that reduce message receptiveness. For example, the notion of ‘unhealthy youth’ is a stereotype which suggests that young people are expected to make unhealthy choices. If such in-group norms are activated as part of health education, the will to emulate healthy out-group behaviour may decrease.

Objective: The objective of this study was to explore how young people construct different types of eaters in relation to health recommendations.

Method: Group interviews were conducted with 31 students aged 10–16 years (from school grades 5 and 8) in northern Sweden and data were analysed using reflexive thematic analysis.

Results: The analysis yielded eight ideal eater types: healthy-but-not-too-healthy; obsessively healthy; devil-may-care; destabilised; contextual; powerless; intuitive; and discontented eaters. Participants’ preferred types did not overly regulate their eating, bute intuitively ate what they liked and/or needed in a balanced way. They were also receptive to social and contextual cues without being completely guided by them.

Conclusion: Even in the current era of individualism, food retains its social meanings, and young people’s views of healthy eating are shaped by valued social groups. We therefore recommend the promotion of shared individualism as part of health education, where the expression of individual taste is encouraged alongside adherence to group norms. It is also crucial to highlight how healthy and unhealthy foods can coexist as part of a balanced diet.