SUCCESS project: Redesigning retail for more sustainable food choices

European consumers are increasingly aware of the environmental impact of their food choices. Two-thirds say they are willing to adopt sustainable diets (BEUC, 2020), but their shopping baskets often tell a different story. Why? It’s not that people are unwilling to change; nearly 61% cite that sustainable options are often too expensive, hard to find, not appealing, or simply confusing to understand (WWF, 2021). Most decisions are made on autopilot—guided by emotions, habits, or clever marketing tricks. Without a supportive food environment, good intentions often go to waste.

Supermarkets play a powerful role here. They dominate the grocery shopping scene, with more than two-thirds of European grocery shoppers relying on them (BCG, 2016). But fierce price competition and unclear demand signals from consumers have held retailers back from leading the charge on sustainability. It’s a missed opportunity and one the SUCCESS project is determined to fix.

By reimagining food environments and helping retailers lead the way, the SUCCESS project aims to close the gap between what consumers want to do and what they actually do.

The SUCCESS project employs three interconnected strategies to create a lasting impact:

One of the most effective strategies was the “Shop&Cook” workshops. These interactive sessions helped participants rethink their shopping and cooking habits, giving them practical tools to cut waste and embrace more plant-based meals. Over 300 people walked away with new skills and a fresh perspective on sustainable living.

Meanwhile, retailers such as Carrefour (Belgium) and S-group (Finland) partnered with SUCCESS to test in-store interventions promoting plant-based options, redesigning parts of their stores to nudge shoppers toward greener choices. Rikolto’s Learning Network brought 71 retail participants together to share best practices, paving the way for scalable, impactful actions.

Also, SUCCESS established an EU-wide learning network where retailers, researchers, and citizens could share ideas in an open, collaborative space. Workshops and surveys revealed consumer expectations and obstacles, helping retailers design better solutions.

• Social Impact: Over 1,400 individuals participated in targeted interventions, while Shop&Cook workshops improved food literacy for 300 participants. SUCCESS hosted or participated in over 20 events with over 700 attendees, providing a robust platform for interaction and awareness-raising. The project disseminated over 10 outcomes, including toolkits for retailers and consumers, booklets and videos on the Shop&Cook and awareness engagement workshops, factsheets, and articles.
• Environmental Impact: Reduced food waste and increased plant-based consumption contribute to climate action (SDG 13) and improved public health (SDG 3).
• Economic Benefits: By aligning retailer practices with consumer demands, SUCCESS demonstrated how sustainable choices can be a viable business strategy.

The SUCCESS project has laid the foundation to fostering sustainable food shopping, but its vision extends far beyond its initial scope. Scaling these interventions across Europe’s diverse food environments is the next frontier.

One of the biggest opportunities lies in education. Tools like the Shop&Cook booklet and awareness engagement guides are already making their way into communities, helping people make informed, conscious choices. These resources are designed to keep the conversation going long after the project ends, ensuring its impact endures.

There’s also a focus on policy. By sharing findings with EU policymakers, SUCCESS hopes to inspire regulations that make sustainable food environments the norm rather than the exception. With the right support, supermarkets can take bolder steps toward promoting healthier and more sustainable food systems.

The SUCCESS project’s long-term impact lies in its resources and tools, including practical guides, workshop templates, and an extended learning network. These assets ensure continued engagement and education, supporting sustainable food environments across Europe.

The EIT Food SUCCESS project envisions a food system where sustainable choices are no longer niche but mainstream, supported by informed consumers and proactive retailers. The project demonstrates that transformative change in the food system is possible, but it requires collective effort, from retailers and consumers to policymakers and all agrifood actors.