EU consumers prioritise taste, food safety and cost over sustainability
The European Commission has released the latest Eurobarometer on EU citizens expectations related to food. This EU-wide survey found that taste, food safety and cost are the main factors influencing Europeans’ food purchases. This survey also gives indication about what European consumers consider a sustainable food or diet.
Tue 09/02/2021 by Richard Wilkinson
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The Eurobarometer highlights seven key findings:
- Europeans prioritise taste, food safety and cost over sustainability concerns when purchasing food.
- Sustainable food and diets are primarily associated with nutrition and health.
- The majority of Europeans say they eat a healthy and sustainable diet most of the time, however responses vary greatly by country.
- Affordability and availability of healthy, sustainable choices and clear information on food labelling are the most likely factors to help Europeans adopt a sustainable diet.
- Food producers and manufacturers are seen as key actors in making the food system sustainable, above public authorities, but not all Europeans recognize their own role as consumers.
- Almost all Europeans call on the public and private sectors to improve access to sustainable food and to provide information on food sustainability on food labels.
- Clear information about food and its importance for health are also reflected in citizens’ concerns about food fraud.
