The European Institute of Innovation and Technology (EIT) Food has found that over half (51%) of Europeans want to eat healthier. However, affordability and issues with breaking old habits pose the most significant hurdles to making lifestyle changes, according to EIT’s Trust Report.
Young and old Europeans approach food and sustainability differently, with generational differences holding potential for future change. However, the report notes that sustainable food choices, like lowering animal-based products, are declining.
“Consumers often prioritize their own personal health over planetary health when making everyday food choices. While many people recognize the importance of environmental issues, decisions about food tend to be driven by more immediate concerns such as well-being and personal nutrition,” EIT Food Consumer Observatory lead Klaus Grunert tells Nutrition Insight.
“Our research suggests that consumers think of ‘healthy’ and ‘sustainable’ as different categories of food, when actually models such as the Planetary Health Diet prove that the two are not mutually exclusive. It’s therefore important that policymakers and industry do more to help consumers understand these links.”
The report finds that 69% want to live more sustainably. Grunert believes: “The food industry is in a unique position to support consumers in making the transition to healthier diets by promoting products that are healthy and sustainable. By ignoring sustainability, the industry is missing a trick.”
Health, affordability and sustainability
Alarmingly, the report reveals a 7% decline in interest in sustainable living — from 76% to 69% last year.
“What the Trust Report data tells us is not that sustainability no longer matters, but that it currently sits lower in the hierarchy of food decision-making. Health and affordability tend to come first when consumers are making everyday choices about what to eat,” says Grunert.
“However, the research also shows that sustainability is still important to over two thirds (69%) of the European public. That’s a huge opportunity for the food industry to tap into. The data should be viewed as a useful insight into how sustainability needs to be positioned for success.”
Moreover, just 48% of 19,954 consumers in the 18 countries surveyed actually consumed a sustainable diet.
“This research shows that Europeans largely understand what healthier and more sustainable eating looks like, but intention alone is not enough. Health is the strongest driver of food choices, yet affordability pressures and entrenched habits continue to shape what people actually eat,” states Grunert, who is also a professor of Marketing at Aarhus University in Denmark.
He explains that producers that combine sustainability, health, affordability, and taste are more likely to succeed in helping consumers translate their intentions into behavior change while also meeting global climate goals such as the UN Sustainable Development Goals. “Solutions must fit with people’s real-world constraints, not just their aspirations.”
“Companies may also pursue sustainability goals for reasons beyond direct consumer demand. Climate change is already influencing the supply of ingredients, which means the food sector must adapt in order to secure stable supply chains in the long term. Consumers are just one part of the equation.”
Older and younger consumer differences
Authors of the report, titled “Europe wants to eat better, so why isn’t it happening?” tout their research as one of the most comprehensive overviews of how Europeans eat, what food habits they seek, and why progress to healthier, more sustainable diets is slow.
People report being satisfied with their diets, especially older generations (55+), while only 14% are dissatisfied. The satisfaction levels have remained unchanged since 2024. The researchers explain that this might explain why younger people are more open to changing their diet, since older consumers are generally more content.
Older people are also more interested in healthier eating and traditional diets, while younger consumers are drawn to novelty and convenience.
Meanwhile, self-reported diet quality has slightly improved, yet nutrient intake is low when participants are asked about their actual intake. They under-consume healthy foods such as fruit and vegetables, and ingredients like fiber.
Also, younger consumers focus on protein, while older people consume more fruits and vegetables. Young people also seek to connect with food production, like growing their own food. Conversely, older people are more likely to reduce waste and eat home-cooked foods.
Overall, sustainable food behaviors are noted to decline, with younger people more likely to buy organic or sustainable food and support regenerative agriculture.
Of all the consumers, just over half consume seasonal fruits and vegetables, but only 16% actively avoid animal-based products — down from 18% in 2024.
Is healthier food more expensive?
The report highlights that although Europeans know the negative health effects of salty, fatty, sugary, or processed foods, only a third avoid them.
The researchers underscore that food affordability and deep-rooted habits are the most significant barriers that prevent change.
Consumers reported it was challenging to afford healthier options, especially among younger consumers. They expressed higher dissatisfaction and felt they had minimal control over changing their diets.
Grunert notes that affordability is also a matter of perception: “There can be an assumption among the public that healthy food is more expensive.” Global studies continue to challenge this perception, showing that healthier diets often cost less and lower emissions.
“Foods like pulses and legumes promoted by the Planetary Health Diet are relatively inexpensive compared to meat products for example. However, consumers may not always be aware of this fact, or indeed aware of the versatility and health benefits of such ingredients.”
He explains that there is still a lot of education required to help consumers understand this link.
Additionally, Grunert points out that not everyone has healthy cooking knowledge or confidence, so it is also important to support people with the skills and inspiration. Moreover, he adds that processed foods are designed to be more affordable, but consumers are growing more wary.
“There is an opportunity for the food industry to rethink processing methods and focus on products that deliver stronger nutritional value while remaining affordable. They can help make these foods more appealing and accessible through how products are positioned, marketed, and promoted, including which foods are featured in promotional offers.”
The researchers explain that Europeans are more impacted by structural and financial pressures. If these are not tackled, consumer aspirations are unlikely to shift to long-term behavioral change.
Industry and policy action points
The researchers outline that, for industry and policymakers, their report urges a more diversified and pragmatic approach, such as designing accessible, convenient, healthy products. Industry and policies should connect sustainability to personal health benefits to increase uptake.
Additionally, Grunet says they should recognize that: “Younger consumers are open to sustainable change but face stronger structural barriers.”
“Without accompanying policy change, for example, reducing subsidies for more environmentally intensive food products, it will be a challenge to enact long-term change. This is about collaboration between policymakers and industry to ensure that healthy and sustainable diets are made as accessible as possible for European consumers.”
