Consumer Trends Research

We believe understanding consumers is key to shaping a healthier, more sustainable and fair food system. But consumer behaviour is evolving at pace, shaped by global challenges and rapid innovation. From shifting health priorities and growing sustainability concerns to the influence of new technologies, these forces are reshaping how we produce, purchase, and consume food.

At the EIT Food Consumer Observatory (Europe’s central hub for consumer insights in the agrifood sector) we study changes in consumer values, needs, and behaviours to provide insight on the trends influencing where the food system is heading, and what this means for people, businesses, and society.

Our research monitors micro-trends that signal changes in food consumption and macro-trends that drive long-term shifts in consumer behaviour. We look not only at what is happening, but why, enabling businesses, policymakers, and innovators to make better strategic decisions in a complex and ever-changing environment.

We see this consumer trends knowledge as a strategic tool. By equipping organisations with timely insights, we empower them to anticipate change, design bold strategies, and seize opportunities that benefit both consumers and the planet.