The impact of healthy eating policies does not meet policy makers' expectations; as such, better targeting and stakeholder support could improve their effectiveness. This research aims to identify whether a target group (the group affected by the policy measure) has higher acceptance levels or not. The study compared acceptance among citizens from the target with a matching nontarget group, based on data from an online survey on citizens' support of healthy eating policies conducted among 3,003 adult respondents from five European countries (Belgium, Denmark, Italy, Poland, and the UK). The policies explored were bans on advertising to children and school vending machines, school meal regulations, education campaigns at schools or workplaces, menu nutrition information and food labelling, price subsidies for healthy food, and accessibility measures for the elderly. The study found that parents were more supportive of vending machine bans but less of school education campaigns. Education campaigns at workplaces were supported more by respondents regularly eating out at lunch, menu nutrition information and food labelling by those considering nutrition content in their food purchase, and price subsidies for healthy food by those in financial difficulty. Accessibility measures for the elderly, however, were supported less by older respondents. Members of the target group tend towards but are not especially supportive of healthy eating policy measures intended for themselves or their children, and the pattern differs by country.Thus, acceptance of policies should be surveyed by target group and country in advance of implementation. In the case of a lack of acceptance, the barriers should be explored further so that policy benefits can more effectively be communicated, to increase stakeholder cooperation and favourable peer influence.