Healthy and sustainable food choices decline – A new study of 19,642 consumers in 18 countries shows a decline in trust in food, with fewer consumers saying they make healthy and sustainable food choices. The EIT Food Trust 2024 report shows that less than half of Europeans (45%) trust the food they consume, considering factors such as taste, safety, health, authenticity and sustainability.
Trust in food has declined, with only 53% of consumers believing that what they eat is safe. The percentage drops to 36% for sustainability and 44% for the health of food. This scepticism could reduce motivation to lead sustainable lifestyles. Since 2020, the percentage of consumers wishing to live sustainably has dropped from 78% to 71%.
Decline in healthy food choices
56% of consumers say they try to eat a healthy diet, down from 60% in 2020 and 2021. Furthermore, only one third of consumers (34%) are open to new food products, with more openness among the young (44%) than the over-55s (24%).
Scepticism towards sustainability
Less than half of consumers (49%) consider the environmental impact of their diet when choosing what to eat, compared to 51% in 2020 and 2021. This scepticism towards sustainability could further hinder responsible food choices.
Trust in farmers, producers, authorities, restaurants and retailers has declined. Farmers remain the most trusted group, with 65% trust, although down from 67% the previous year. Retailers follow with 50%, also down from 52% in 2022. Restaurants and catering get 48%, down slightly from 49% last year.
Only 46% of consumers trust food producers, while 45% trust food authorities, both down from 48% in 2021. Furthermore, only 38% of consumers believe food producers take care of their concerns, and only 37% believe they are open and honest about the preparation and sale of food.
The decline in trust in the food sector represents a significant challenge. Greater transparency and sustainability is needed to regain consumer trust and promote healthier and more responsible food choices. The food industry must address these concerns to ensure a sustainable and healthy future for all.
Healthy and sustainable food choices decline
