Understanding Consumers: Key to a Healthier and More Sustainable Food System
According to an EIT Food study, over 50% of Europeans prioritise healthy eating—but need support from the food industry.
The fifth edition of Food4Future has kicked off with a day focused on innovation, sustainability, and the transformation of the food system. The opening remarks were delivered by Sergio Fabregat and Carolina Najar, followed by one of the first sessions led by EIT Food to launch its participation in F4F, focused on consumer trends.
The session was delivered by Marleen Onwezen, researcher at the EIT Food Consumer Observatory, who presented the main findings of their latest report, which surveyed more than 19,000 people across 18 European countries. According to the results, over half of respondents (51%) prioritise eating healthier, followed by more affordable food (12%) and more sustainable options (9%).
Titled “Unlocking sustainable insights for a healthy food system”, Onwezen explored how understanding consumer behaviour is crucial to driving a healthier and more sustainable food system.
“Who are we and who do we want to be in terms of sustainability?” she asked the audience, highlighting how difficult it is to change deeply rooted behaviours. “Eating is cultural, emotional and social. Changing those habits is not easy.”
She shared how packaging messages can strongly influence consumer decisions. Drawing from case studies in the report, she showed how consumers are more likely to choose healthier options when products are presented with emotional or positive messaging rather than technical descriptions. “The way we frame the message makes all the difference,” she stressed.
The research also identified five main consumer profiles, based on their stage in the behavioural change process. Emerging trends include increasing interest in plant-based products from indoor tech farms, personalised nutrition, and a stronger connection between food and emotional well-being.
To drive meaningful behavioural change, Onwezen noted that food choices are not only based on logic or nutritional facts, but are deeply influenced by multiple factors: from ethical and moral values, to taste and pleasure, the personal benefit perceived by each individual, and even the role of food in one's social life.
She concluded with a clear message to the food industry: “Consumers are open to choosing healthier and more sustainable options, but they need the support of the sector.” That support must translate into attractive, well-communicated and accessible products that make sustainable choices easier in everyday life.
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