Key takeaways
- New EIT Observatory research sheds light into the dietary objectives of European consumers.
- Protein remains a key priority - even though shoppers know they likely consume enough.
- Fewer shoppers shun animal-based products or buy seasonally- and locally-grown produce.
- The data highlights several emerging and established trends and can inform marketing strategies for both CPG majors and growers who bet on value-added products to drive revenue growth.
Europeans claim they are content with their diets – yet, the vast majority say they could still do better when it comes to making healthier, cheaper and more sustainable food choices.
New consumer research published by the EIT Food Consumer Observatory highlights European consumers’ main dietary priorities; what behaviours drive these, and what are the main barriers to change. For food and beverage brands, these attitude cues can serve as valuable market and product innovation insights.
Here are the key findings.
What are food shoppers’ top dietary priorities?
According to the survey, health remains the single biggest priority for Europeans of all ages. More than half (51%) of respondents said health was their top priority, in line with last year’s findings.
Younger shoppers (those aged 18-34) are the demographic most interested in adopting healthier eating habits – but they are also the cohort least likely to avoid processed foods and unhealthy ingredients such as fats, sugar and salt. The discrepancy is tied to the fact that younger consumers are more likely to seek out convenience foods compared to other age groups – and convenience-focused products tend to be processed and high in sugar, salt and fat.
Affordability is the second biggest priority for Europeans – and it’s become more important year over year, highlighting ongoing inflationary pressures in the region and that consumers are now consciously planning to spend less where possible.
Sustainability is shoppers’ third main priority, but its importance is slowly eroding, the researchers note. For example, fewer consumers say they intend to live sustainably over the years (69% in 2025 versus 76% in 2021). There is also a decline in the number of those willing to cut down on animal-based products while fewer shoppers also say they eat seasonal fruit and veg compared to a year ago. As a result, ‘sustainability’ barely edged out ‘taste’ as a top 3 priority in the latest survey – by a margin of 1%.
So what do consumers say they eat – and what do they actually eat?
Protein
Protein remains a key dietary priority, even though most consumers think they eat enough. About two thirds (62%) of Europeans say they would consume about the same amount of protein as they did a year ago, and nearly a third (31%) say they want to increase their protein intake. Among those who prioritise protein in their diet, twice as many are younger shoppers (those aged 18-35) compared to those aged over 55.
Fibre and fresh produce
If most Europeans rate their protein intake favourably, they are far less confident about dietary fibre. Based on the survey results, fibre is the most underconsumed nutrient by Europeans. When asked if they eat plenty of fibre, most respondents were tentative (43% stating ‘to some extent’) or negative (‘not at all’, at 13%), while just 40% thought they consumed enough.
Europeans also say they consume enough fruit and vegetables – but most also say they want to increase their intake in the future.
When it comes to growing their own food, fewer consumers say they do so versus a year ago, and fewer still indicate they buy locally-grown produce.
Younger consumers is the cohort most willing to purchase food directly from farmers or grow their own. That demographic is also most willing to purchase organic and regenerative food products compared to older generations.
What F&B brands need to know
With about a third of European consumers keen to increase their protein intake and roughly two thirds stating they would consume as much as last year, it’s clear that protein-rich foods are poised for further growth in this market.
Animal-based products are likely to continue to be dietary staples for Europeans – particularly as fewer shoppers appear to reduce their intake year over year. This means protein-rich foods such as dairy, meat and eggs may continue to pull in shoppers thanks to their their perceived nutritional value as well as through familiarity.
Benefit-led ingredients and format innovation will be key to capturing demand from younger consumers, who reportedly consume the highest amount of protein and are the most health-conscious and convenience-driven cohort. There’s also a niche to capture growth from the over 55s cohort, potentially through propositions that cater to homecooking routines.
Despite the overall decline in consumers who reportedly shop directly from farmers, there’s a clear niche for value-added products that are sustainable, healthy, and convenient. These are the three biggest selling points in food for younger consumers, who are also the cohort most willing to shop straight from producers.
The data also shows that sustainability remains a core priority for Europeans, but is becoming less relevant. This is no surprise since shoppers are increasingly choosing to prioritise affordability: and organic and regenerative products typically command a premium over mainstream alternatives.
To thrive in this environment, brands in this space may need to consider strategies that introduce products at more competitive price points or bet on premiumisation to unlock growth in formats where shoppers are willing to trade up.
For farmer-owned brands, demonstrating value remains key, as does attracting Gen Z and Millennial consumers, who are the demographic most willing to purchase food straight from growers.
Finally, fibre. It is the most underconsumed nutrient by Europeans – but the survey shows that shoppers are increasingly aware of this and willing to make amends. Europeans also approach fibre intake holistically: most of those surveyed stated they would like to increase fruit and vegetable consumption, both categories that can be a good source of fibre.
Meanwhile, habit and budget are the two biggest hurdles to dietary change. With more consumers actively prioritising affordability, brands will remain under pressure to meaningfully highlight how their products bring value to the table.
