#Norway #Oslo #EAT Foundation #GlobeScan #plant-based diets

Grains of Truth 2024: A Mixed Progress Report on Plant-Based Diets

The recently released Grains of Truth 2024 report, a collaboration between EAT and GlobeScan, offers a comprehensive analysis of global attitudes toward plant-based diets, highlighting both progress and challenges in the journey toward healthier, sustainable food systems. With data gathered from over 30,000 consumers across 31 countries, the report sheds light on shifting dietary preferences against the backdrop of economic challenges.

Impressively, 68% of respondents worldwide expressed a desire to incorporate more plant-based foods into their diets. However, paradoxically, only 20% reported actually consuming these foods regularly—a slight decline from 23% in 2023. This discrepancy points to significant barriers that need addressing before plant-based diets can become a mainstream choice.

Key Challenges Identified in the Report

The report reveals that food affordability is a major concern for consumers, with 42% citing high prices as a deterrent to adopting plant-based eating habits. Additionally, 35% of respondents pointed to flavor as a barrier, particularly in regions like North America and Europe, where the interplay between taste and cost plays a crucial role in dietary choices. Interestingly, in the Asia-Pacific region, respondents are increasingly worried about nutritional adequacy when considering plant-based diets.

Generational trends are also apparent, with Millennials—especially those with children—demonstrating the highest interest in plant-based foods. Nonetheless, affordability and convenience present serious challenges for this demographic. On the other hand, Baby Boomers, who tend to prioritize health, often hesitate to adopt plant-based diets due to concerns surrounding taste and texture.

The Growing Consensus on Sustainability

The report indicates a growing consensus among respondents on the potential health and environmental benefits of reducing meat consumption. A notable 69% of participants agree that less meat consumption could benefit the planet, with health emerging as the primary motivating factor. Notably, economic pressures now overshadow animal welfare as a key motivator for many consumers, signaling a shift in priorities shaped by rising food costs.

Dr. Gunhild Stordalen, Co-founder and Executive Chair of EAT, emphasized the urgency for significant action in response to these findings. In her words, "This report underscores the urgency of action. We need a food system where plant-based diets are not just a choice but an accessible and appealing reality for everyone."

Dr. Chris Coulter, CEO of GlobeScan, reiterated this sentiment, stating that "This is a crucial moment in our global dietary shift. Consumers are ready for change, but barriers like price, convenience, flavor, and trust remain. By uniting governments, food producers, and consumers, we can overcome these challenges."

The Path Forward: Recommendations for Action

Despite the challenges highlighted, the report is optimistic about the future of dietary change. It underscores the necessity for concerted efforts involving subsidies, innovative product development to enhance plant-based options, and public education campaigns. Such initiatives are pivotal in ensuring that plant-based diets become commonplace, contributing to a healthy, sustainable, and equitable food system for all.

In conclusion, the Grains of Truth 2024 report paints a complex picture of the current state of global food systems. While there is a clear willingness among consumers to adopt plant-based diets, overcoming obstacles related to cost, taste, and accessibility will require collaborative action from all stakeholders involved.

For those interested in delving deeper, the full report is available for download on their official website.