Health-conscious describes someone who actively looks after their wellbeing — choosing nutritious foods, reading labels, exercising regularly, limiting alcohol, and avoiding smoking. The health-conscious shopper gravitates to whole grains, fruit and vegetables, lean proteins, and products marketed as natural or low in salt, sugar, and fat; the health-conscious lifestyle extends to sleep, stress management, and preventive check-ups. The food industry courts this consumer with an ever-expanding range of “better-for-you” products — though marketers sometimes dress indulgence in health-conscious clothing. Genuine health consciousness is balanced and evidence-guided; at its extreme it can tip into orthorexia, where the pursuit of “clean” eating becomes a disorder in itself.