According to an EU-wide survey, over half of Europeans (51%) want to eat healthier. Also, over half of Europeans want to live more sustainably.
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The research, carried out by the European Institute of Innovation and Technology – Food (EIT Food), also shows a 7% drop in interest in a sustainable lifestyle, from 76% to 69% in the past year.
“The report's data doesn't show that sustainability doesn't matter anymore, but that it's lower in the hierarchy of food decisions. Food health and price tend to be top of mind when consumers choose what to eat every day,” Durk Bosma, Head of Analysis at the EIT Food Consumer Observatory, tells Nutrition Insight.
“However, research shows that sustainability remains important to over two-thirds (69%) of Europeans. This is a major opportunity for the food industry.”
In addition, only 48% of the 19,954 consumers in 18 countries analyzed actually follow a sustainable diet.
The authors of the report, entitled “Europe wants to eat better, but why isn't this happening?”say the study is one of the broadest analyzes of how Europeans eat, what habits they want and why the shift to healthier, more sustainable diets is slow.
Most people say they are satisfied with their diet, especially people over 55. Only 14% are dissatisfied.
Research shows that young people are more open to dietary changes, while older people are more satisfied with their current diet and prefer traditional healthy eating.
Although reported diet quality has improved slightly, many Europeans still consume too little fruit, vegetables and fibre. Young people focus more on protein and growing their own food, and older people on reducing waste and cooking at home.
Overall, sustainable eating behaviors are declining, with only 16% of consumers avoiding animal products.
The report shows that although Europeans know the negative effects of salty, fatty, sugary or ultra-processed foods, only a third try to avoid them.
The researchers point out that the price of food and deep-rooted habits are the main barriers to change.
Many consumers say they find it difficult to afford healthier foods, especially among young people, who report being more dissatisfied and feeling they have little control over their diet.
