Influencing Food Choices: From Intention to Plate

Understanding consumer food behaviour is essential to improving Europe’s food habits. While many aspire to make healthier food choices, intentions often fail to translate into lasting change. This research examines the key drivers of food choices and what enables long-term dietary shifts in everyday life.

Based on original qualitative research conducted with consumers across seventeen European countries, and informed by the EIT Food Healthy Ageing Think & Do Tank’s work, the report explores the life events and situations that trigger food behaviour change. It identifies four key catalysts: managing existing health conditions, preventing future health risks, pursuing weight loss, and exposure to new sustainability information.

Grounded in the Fogg Model of behaviour change, the findings show that influencing food choices depends on the alignment of triggers, motivation and ability. Knowledge alone is rarely the main barrier. Instead, social pressures and everyday constraints frequently derail attempts at dietary improvement. Visible progress and supportive environments are critical to sustaining change over time.

Providing practical insight into the emotional and environmental factors shaping food behaviour transformation, the report supports policymakers, industry and healthcare actors to design interventions that reflect how people actually change their diets.

If you would like to know more about the consumer perspectives highlighted in this work and what opportunities they present for your organisation, please get in touch via co@eitfood.eu.

Find out more about the Consumer Observatory.
Download our reports disclaimer.