Unveiling Consumer Concerns: The Latest Findings from GlobeScan and EAT’s Grains of Truth Study
In a groundbreaking partnership, GlobeScan and EAT have been conducting the Grains of Truth consumer research series since 2021. This annual survey, spanning 31 markets worldwide, aims to uncover consumers’ concerns about the current food system, their attitudes and behaviors towards consuming healthy and sustainable food, and their opinions on who should spearhead the transformation of the food system.
The latest installment of the study has shed light on the pressing issues that consumers worldwide find most troubling within the food system. Topping the list are malnutrition, pesticides, obesity and diet-related health problems, and plastic waste from food packaging. However, the scope of concern extends to a wider array of issues such as food waste, unequal access to nutritious food, and animal welfare. A staggering three-quarters of the global public express varying degrees of concern regarding these top issues, with older individuals exhibiting higher levels of apprehension compared to their younger counterparts.
The implications of these findings underscore the crucial link between health and sustainable food practices. The fact that the most worrisome food system issues are either directly tied to human health or straddle the line between human health and environmental impact highlights the need for governments and businesses to address public health considerations in their efforts to engage consumers on sustainable food and diets. This could involve implementing policies that prioritize health or developing innovative products that cater to health-conscious consumers.
The survey question posed to participants asked them to rate their level of concern about different aspects of the food system, ranging from production to disposal. The data for this report was sourced from the GlobeScan and EAT Grains of Truth Report, which surveyed a total of 29,565 individuals from the general public across 31 countries and territories in July-August 2023. These insights provide a comprehensive understanding of consumer sentiments towards the food system and offer valuable guidance for stakeholders looking to drive positive change in the realm of food sustainability.