Many European consumers are aiming to improve their eating habits, with health as their primary concern. Sustainability is significantly less important. Many cite the lack of reliable information as a major stumbling block.
Financial constraints
When asked how they wanted to improve their diet, 51 % of European consumers indicated that eating healthier is their top priority. Only 9 % (not even one in ten) say sustainability is their main concern when thinking how to eat better. Since 2020, the proportion of consumers considering sustainability in their diet has even decreased from 51 to 46 %, the latest EIT Food Trust Report suggests. That is an annual survey commissioned by the European food innovation community, and was conducted in July and August 2024 among 19,871 consumers in eighteen countries.
