Country for PR: United Kingdom
Contributor: PR Newswire Europe
Thursday, September 23 2021 - 08:50
Grains of Truth: New EAT-GlobeScan Global Consumer Research on Healthy and Sustainable Food Systems
OSLO, Norway, Sept. 23, 2021, /PRNewswire-AsiaNet/ --

Affordability and Availability are the Biggest Challenges to Healthy and 
Sustainable Diets

Just half of people worldwide (53%) find buying healthy and sustainable food 
easy according to a new global consumer research survey conducted by GlobeScan 
[ ], an insights and strategy consultancy, and EAT [ ], the science-based non-profit for global food system 
transformation. However, the biggest obstacles for those who find it difficult 
to buy healthy and sustainable food is affordability (48%) and availability 
(36%), with a quarter of people saying that they don't know what healthy and 
sustainable food is. 

The findings featured in this new report, Grains of Truth [ 
], look at the opinions of over 30,000 consumers in 31 markets around the world 
about their definition of good, healthy, and sustainable food. The survey also 
asked people about other issues including their biggest concerns about food 
production and the challenges they face purchasing healthy and sustainable 
food, as well as who can have the biggest positive impact in creating a more 
healthy and sustainable food system. This research has been carried out as part 
of the activity around the United Nations Food Systems Summit, where EAT has 
led Action Track 2 focused on shifting consumption toward sustainable patterns. 

While many people struggle with understanding what healthy and sustainable food 
is, there is also an understanding that the two terms have different meanings. 
The most popular descriptions of healthy food are nutritious (47%), organic 
(47%), and unprocessed/whole (44%). For sustainable food, the top three 
descriptions are good for the environment (51%), organic (42%), and locally 
grown (34%).
Different generations have similar views on sustainable food, but there are 
differences when it comes to healthy food. Gen Z are most likely to describe 
healthy food as tasty and nutritious, while Baby Boomers associate it with 
unprocessed/whole and locally grown food. 

When considering some of the issues of the food system, the two biggest 
concerns are use of chemical pesticides and fertilizers (81%) and single-use 
plastic waste from food packaging (78%). These are closely followed by hunger 
and obesity, with 76 percent of people saying that they are concerned about 
both issues. These concerns are supported by the fact that one in 11 people are 
chronically hungry and that a third of the world's population is overweight. 
The issue that people are least concerned about is the transportation of food. 

Perhaps surprisingly, concern about each of the issues tends to increase with 
age, with Gen Z on average being the least concerned and Baby Boomers the most 
concerned. From a regional perspective, consumers in Latin America, Africa, and 
Southern Europe express the strongest concerns about the food system. 

Nearly half of consumers (46%) believe that the responsibility to make positive 
change to create a more healthy and sustainable food system lies with national 
governments. Over a third (37%) think food and beverage companies are best 
placed to achieve this, while 23 percent see people like themselves being able 
to influence positive change, and one in eight (15%) see young people as 
powerful agents of change.
Speaking about the research, Dr. Gunhild Stordalen, EAT Founder and Executive 
Chair, said: "There is a lot to be encouraged by in this research – with people 
around the world understanding the important role they can play in changing 
food systems through their own consumption patterns. But there are also still 
huge amounts to be worked on by both governments and food manufacturers – it is 
these actors that consumers see as holding the power and that consequently they 
will listen to. And crucially, even though people want to move to more healthy 
and sustainable eating habits, they currently do not believe they can because 
in their view, product prices are either too high or difficult to find. This is 
something policy makers, retailers, and manufacturers need to work on and 
improve, so we can all work together on driving healthier consumption 

Chris Coulter, CEO of GlobeScan said: "This timely research provides a roadmap 
for consumer expectations for a sustainable food system. Demonstrating 
environmental integrity is a definer of sustainable food for people around the 
world, and there are very high levels of concern for a range of issues 
affecting the food system, from pesticide use to plastics, to obesity, to 
impacts on nature. In addition, consumers hold government and business 
especially responsible for delivering a sustainable food system, making the UN 
Food Systems Summit a critical opportunity to demonstrate progress to people 
across the world."

The release of this research is part of the build-up to the United Nations Food 
Systems Summit on the 23rd of September 2021.
To download a copy of the full report, please click here [ 

Source: EAT