Consumer priorities in Europe are increasingly focused on health, affordability, and sustainability, according to new research from the EIT Food Consumer Observatory. The survey reveals that while many Europeans express satisfaction with their diets, a significant number acknowledge the need for improvement in making healthier, cheaper, and more sustainable food choices.
Health continues to be the foremost dietary priority for Europeans across all age groups, with over 51% of respondents identifying it as their top concern. This finding is consistent with previous years. Interestingly, younger shoppers, particularly those aged 18-34, show a keen interest in adopting healthier eating habits. Yet, they are also the demographic least likely to avoid processed foods and unhealthy ingredients like fats, sugar, and salt. This contradiction arises from a preference for convenience, which often leads to choices that are high in sugar, salt, and fat.
Affordability ranks as the second most important priority, reflecting the ongoing inflationary pressures in the region. Consumers are becoming increasingly conscious of their spending and are actively seeking ways to reduce costs. Sustainability, while still a priority, is on a downward trend. The percentage of consumers intending to live sustainably has decreased from 76% in 2021 to 69% projected for 2025. This decline has also been observed in consumer willingness to reduce animal-based products and to consume seasonal produce.
Dietary Trends and Nutritional Gaps
Despite a strong emphasis on health, there are notable gaps in nutritional intake among Europeans. Protein remains a key dietary focus, with approximately 62% of respondents indicating they intend to maintain their current protein consumption levels. Additionally, nearly 31% wish to increase their intake. Younger consumers are particularly keen on protein-rich diets, with a notable preference for animal-based products.
In contrast, dietary fibre is the most underconsumed nutrient. The survey reveals that many respondents are uncertain about their fibre intake. While 40% believe they consume sufficient fibre, 13% admit to consuming none at all. Most respondents expressed a desire to increase their fruit and vegetable consumption, both of which are excellent sources of fibre.
Food and beverage brands should take note of these trends. With about one-third of European consumers looking to increase their protein intake and a significant number maintaining their current levels, the market for protein-rich foods is poised for growth. Animal-based products like dairy, meat, and eggs are likely to remain staples, particularly as fewer consumers are reducing their intake.
Market Opportunities and Consumer Behavior
To capture the attention of younger, health-conscious consumers, brands should focus on benefit-led ingredients and innovative product formats. This demographic consumes the highest amount of protein and is driven by convenience. Additionally, there is potential to engage the over 55 age group through offerings that cater to home cooking.
Despite a general decline in direct purchasing from farmers, there remains an opportunity for value-added products that are healthy, sustainable, and convenient. Younger consumers are the most willing to buy directly from producers, indicating a niche market that brands can capitalize on.
While sustainability remains a priority, its relevance is diminishing in light of affordability concerns. As consumers increasingly prioritize cost, organic and regenerative products, which often carry a premium price, may struggle to maintain market share. Brands may need to explore strategies that offer competitive pricing or consider premiumisation in segments where consumers are willing to invest more.
Finally, the survey underscores the importance of addressing fibre intake among Europeans. As awareness of this nutritional gap grows, consumers are showing a willingness to amend their diets. The primary barriers to dietary change are habit and budget constraints. With many consumers prioritizing affordability, brands face continued pressure to demonstrate the value their products offer.
In summary, European consumers are navigating a complex landscape of dietary choices, balancing health, cost, and sustainability. For food brands, understanding these priorities and adapting to evolving consumer behaviors will be crucial for success in this dynamic market.
