Europe wants to eat better, so why little is happening?

Across 18 European countries, the research of the European agency for food innovation (EIT Food) reveals that health is the primary driver of food choices, while sustainability plays a secondary role in everyday behavior. Although many consumers want to adopt healthier and more sustainable diets, affordability pressures and entrenched habits continue to shape what people actually eat. Understanding this intention–behavior gap is critical for policymakers and food businesses and working to accelerate dietary change.

20,000 surveyed consumers

The findings highlight how affordability and routine interact to influence sustainable diets in Europe. Based on nearly 20,000 consumers surveyed as part of the TrustTracker® study, this chapter provides one of the most comprehensive pictures of consumer attitudes to food in Europe today. It examines diet satisfaction, nutrient intake, generational differences and approaches to sustainable food.

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