TrustTracker: Mapping European Food Choices

Europeans mainly want to eat healthier and trust farmers the most

For several years now, we have been involved in the largest, richest and most valuable European research in the field of eating patterns and how consumers view the food chain, EIT Food’s TrustTracker. More than 140,000 European consumers have now been surveyed, resulting in an enormously valuable dataset. Valuable for researchers, food marketers and product developers.

Across 18 European countries, the research reveals that health is the primary driver of food choices, while sustainability plays a secondary role in everyday behaviour. Although many consumers want to adopt healthier and more sustainable diets, affordability pressures and entrenched habits continue to shape what people actually eat.

Essential data for marketers, innovators and policy makers

Understanding this intention–behaviour gap is critical for policymakers and food businesses and working to accelerate dietary change. The findings highlight how affordability and routine interact to influence sustainable diets in Europe.

Based on nearly 20,000 consumers surveyed as part of the TrustTracker® study, this chapter provides one of the most comprehensive pictures of consumer attitudes to food in Europe today – examining diet satisfaction, nutrient intake, generational differences and approaches to sustainable food.

Main findings

Healthy eating: rising intentions, limited action

More than half of Europeans want to eat healthier, but habits and especially budget constraints are becoming stronger barriers. Although people believe they are eating slightly healthier, their answers show they are actually consuming fewer fruits, fibers, vegetables, and proteins.

Generational differences in healthy eating

Younger adults are more focused on protein intake, influenced by fitness culture and the belief that more protein is always beneficial. Older adults report more consistent eating habits, cook more at home, and say they consume enough fruits and vegetables.

Sustainability: declining intention, low real‑world participation

The intent to live sustainably has been decreasing steadily since 2021, and this decline is reflected in weak real-life behavioral changes. Only small groups actively avoid animal products or buy organic, even though slightly more people say sustainability influences their food choices. [

Generational differences in sustainability behavior

Younger consumers show more interest in food origins, sustainability labels, organic choices, and even growing their own food. Older consumers focus mainly on reducing food waste and cooking meals at home.

The intention–behavior gap

There is a widening gap between what people want to eat and what they actually consume, driven by habits, price, and convenience. Health is the strongest motivator for behavioral change and is more effective at promoting plant-forward diets than sustainability messaging.

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About EIT Food Consumer Observatory

Powered by EIT food, Consumer Observatory brings together research and consumer insight organisations to produce bespoke research and unique insights from the agri-food community. Its goal is to maximise the impact of consumer insights providing greater knowledge and guidance to stakeholders, educators, policymakers, and businesses, ultimately driving informed, consumer-focused change in the agrifood system.

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We believe that understanding consumers is key to making the food system more sustainable. Successful innovation and impactful communication require a solid foundation of consumer insight.

We are the insights partner of choice for food companies and non-profits that aim to have a positive impact on society and our planet. Together we empower consumers to make food choices that are good for them as well as for the planet.