While 68% of global consumers express a desire to eat more plant-based foods, just 20% actually do so, a new report by EAT and GlobeScan has found.
The Grains of Truth 2024 report indicates a ‘mixed picture of progress towards a plant-based future’, with affordability, flavour and accessibility preventing consumers from switching to more sustainable, plant-based foods. The study surveyed more than 30,000 consumers across 31 markets.
It found that rising food costs were the primary barrier to plant-based food adoption, cited by 42% of respondents – particularly in North America and Europe – while 35% were deterred by the taste of said products. In the Asia-Pacific region, concerns about nutritional adequacy were more prominent.
Dietary shift
“This is a crucial moment in our global dietary shift,” commented Chris Coulter, chief executive, GlobeScan. “Consumers are ready for change, but barriers like price, convenience, flavour, and trust remain. By uniting governments, food producers, and consumers, we can overcome these challenges.”
Generational differences also play a role in shaping dietary habits, with millennials, particularly those with children, showing the strongest interest in plant-based diets, yet affordability and convenience remain challenges.
Those in the ‘baby boomer’ generation, meanwhile, place greater emphasis on health, but are less likely to adopt plant-based foods due to concerns over taste and texture.
Reduced meat consumption
The survey did indicate, however, a broad recognition of the benefits of reducing meat consumption, with more than two thirds (69%) agreeing that cutting back on meat would have positive global effects, particularly in terms of health.
However, financial considerations have now surpassed animal welfare as the leading factor influencing dietary change, it noted.
“This report underscores the urgency of action,” commented Dr. Gunhild Stordalen, EAT co-founder and executive chair. “We need a food system where plant-based diets are not just a choice, but an accessible and appealing reality for everyone.” You can find the full report here.
