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 […]
Tue 09/02/2021

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.

The Eurobarometer highlights seven key findings:

  1. Europeans prioritise taste, food safety and cost over sustainability concerns when purchasing food.
  2. Sustainable food and diets are primarily associated with nutrition and health.
  3. The majority of Europeans say they eat a healthy and sustainable diet most of the time, however responses vary greatly by country.
  4. 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.
  5. 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.
  6. 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.
  7. Clear information about food and its importance for health are also reflected in citizens’ concerns about food fraud.