A recent survey of 19,500 Europeans across 18 countries has revealed a notable shift in dietary priorities, with health concerns now surpassing sustainability as the primary factor influencing food choices. The EIT Food Consumer Observatory’s Food Trust Report – funded by the European Union – highlights that only 46% of Europeans now claim to eat sustainably, a decline from 51% in 2020. The study also found that over half (51%) of Europeans prioritise healthier diets, while 12% focus on affordability, and just 9% cite sustainability as their top priority when making food decisions.
This shift reflects broader global challenges, including the ongoing war in Ukraine, rising food prices, and political uncertainty, which have overshadowed climate concerns. While sustainability remains an important issue, shifting global priorities have pushed economic and health-related concerns to the forefront. These findings suggest that consumers may view sustainable eating as a secondary consideration when immediate financial and health-related pressures are at play.
Growing Distrust in the Food Industry
The Food Trust Report also identifies a growing mistrust among European consumers towards the food industry. This lack of confidence is shaping public attitudes and behaviours, making it harder for the industry to promote sustainable food practices effectively:
Only 45% of respondents feel confident in distinguishing between reliable and unreliable food information.
Among different food system actors, farmers are the most trusted, with 67% of consumers expressing confidence in them, followed by 51% who trust retailers, 47% who trust manufacturers, and 46% who trust food authorities.
This low level of trust presents a significant challenge to fostering greater transparency and engagement within the food sector. Without a strong foundation of trust, efforts to encourage sustainable food consumption may fall short, as consumers remain sceptical of industry claims regarding health and sustainability.
The Challenge of Encouraging Sustainable Diets
While awareness of the environmental impact of meat and dairy consumption is increasing, the transition towards plant-based diets remains slow:
Only 18% of Europeans actively avoid animal products, despite livestock farming accounting for 84% of agricultural emissions within the EU.
In contrast, 40% of respondents report actively avoiding processed foods, indicating that health remains a primary driver of food choices.
This data suggests that while sustainability concerns are growing, they have yet to translate into widespread behavioural change. Consumers remain more focused on avoiding processed foods than reducing their reliance on animal products, which may be due to the perceived trade-off between sustainability and nutritional adequacy.
Knowledge Gaps and Misinformation
The report indicates a growing interest in plant-based alternatives, driven by increasing awareness of their health and environmental benefits. However, knowledge about sustainable food choices remains limited, with only 46% of Europeans feeling well-informed about the sustainability of their food. This knowledge gap is further exacerbated by a low level of trust in the food system, particularly towards retailers and regulatory bodies.
The survey also highlights a disconnect between consumers and sources of information on food. Professor Klaus Grunert, Director of the EIT Food Consumer Observatory, emphasised that mistrust in food system actors is a major barrier to the green transition. “If people do not trust food chain actors when they claim that their products are healthy and sustainable, why should consumers buy them?” The industry needs to build trust, and being open and transparent is a key factor in this.”
Interestingly, the study found that doctors and health professionals are the most trusted sources of information on healthy diets, with 66% of consumers expressing confidence in them. Scientists and academics lead in providing reliable information on sustainability, trusted by 57% of respondents. In contrast, media sources, including newspapers, magazines, and television, are regarded as less credible, with fewer than 20% of consumers trusting them for accurate food-related information.
Future Outlook: Can Sustainable Eating Regain Traction?
Despite the declining emphasis on sustainability, there are signs of a potential shift towards more sustainable eating habits in the future. Around 44% of Europeans expressed a desire to reduce the environmental impact of their diets moving forward. While interest in cultivated meat and animal-free dairy products remains relatively low, the demand for more sustainable food options is likely to grow as transparency and communication improve.
As calls for a protein transition in Europe gain momentum, the report underscores the importance of openness and transparency in the food industry to rebuild consumer trust. Policymakers and food industry leaders must address consumer concerns by providing clear, evidence-based guidance on sustainable eating that aligns with health priorities. Ultimately, fostering a more transparent and trustworthy food system will be crucial in balancing health, affordability, and sustainability in the years to come.
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