A new survey from the EIT Food Consumer Observatory reveals that while many Europeans express satisfaction with their diets, a significant majority believe they can still improve their food choices in terms of health, affordability, and sustainability. The research highlights the evolving priorities of consumers and offers insights for food and beverage brands looking to innovate in a competitive market.
According to the survey, health stands out as the primary concern for European consumers, with over half of respondents, specifically 51%, identifying it as their top priority. This focus on health remains consistent with last year’s findings. Interestingly, younger shoppers, particularly those aged 18-34, demonstrate a strong interest in healthier eating habits. Despite this, they are also the most likely to consume convenience foods, which often include higher levels of processed ingredients, fats, sugars, and salts.
Affordability ranks as the second most significant priority for consumers, reflecting the financial pressures many face amid ongoing inflation. The survey indicates that consumers are becoming more deliberate about their spending habits, aiming to cut costs wherever possible. Sustainability comes in third, although its importance appears to be declining. The survey notes a drop in the number of consumers committed to sustainable living, with those intending to pursue this lifestyle reducing from 76% in 2021 to 69% by 2025.
As for dietary components, protein remains a focal point for many Europeans. Approximately two-thirds, or 62%, of respondents plan to maintain their current protein intake, while 31% are looking to increase it. Younger consumers are particularly keen on protein-rich diets, suggesting a growing market for these products among health-conscious individuals.
Conversely, dietary fibre is an area of concern. The survey reveals that fibre is the most underconsumed nutrient, with only 40% of respondents feeling they consume an adequate amount. Most participants expressed a desire to increase their intake of fruits and vegetables, indicating an awareness of the need for a more balanced diet.
Implications for Food and Beverage Brands
The insights from this survey suggest significant opportunities for food and beverage brands. With a third of consumers eager to increase their protein intake, there is potential for growth in this segment. Animal-based protein sources, such as dairy, meat, and eggs, are expected to remain staples in the European diet, particularly as fewer individuals opt to reduce their consumption year on year.
Brands targeting younger consumers should focus on benefit-led ingredients and innovative formats. This demographic prioritizes health and convenience, making it essential for businesses to develop products that appeal to these preferences. Additionally, there is room for brands to cater to the over-55 age group by offering solutions that facilitate home cooking.
Despite a decline in direct purchases from farmers, there remains a niche market for value-added products that emphasize sustainability, health, and convenience. These attributes resonate strongly with younger consumers, who are more inclined to buy directly from producers. However, as affordability takes precedence, brands must find ways to balance sustainability with competitive pricing.
The survey also underscores the growing awareness around fibre consumption, with many Europeans recognizing its importance. As shoppers aim to boost their fruit and vegetable intake, brands can meet this demand by promoting products that combine taste with nutritional benefits.
Ultimately, the primary barriers to dietary change appear to be habit and budgetary constraints. With consumers increasingly focused on affordability, brands will need to effectively communicate the value their products provide in order to thrive amid these shifting priorities.
