Grains de Vérité 2024: Global Insights on Sustainable Plant-Based Food Systems

Grains de Vérité 2024: Analyzing Shift Towards Plant-Based Diets



The recently published Grains de Vérité 2024 report by EAT and GlobeScan presents a mixed picture of the world's progress towards sustainable food systems focused on plant-based diets. While a significant 68% of respondents express a desire to consume more plant-based foods, only 20% report making this dietary shift regularly, a decrease from 23% in the previous year. This gap underscores the persistent barriers associated with the affordability, taste, and accessibility of these foods.

Based on insights gathered from over 30,000 consumers across 31 markets, the report highlights that economic pressures, particularly rising food costs, pose significant challenges. Price remains the foremost barrier, with 42% of participants citing it as their main concern. Additionally, 35% struggle with taste preferences, a sentiment particularly echoed in North America and Europe, where affordability is a critical issue. Conversely, in the Asia-Pacific region, nutritional adequacy is a more pressing concern.

Generational divides further complicate the landscape of plant-based food consumption. Millennials, especially those with children, show the greatest enthusiasm for plant-rich diets; however, they often face challenges with cost and convenience. Baby boomers, while prioritizing healthy eating, frequently hesitate due to worries about flavor and texture. This generational insight highlights the varied motivations and roadblocks consumers face in adopting healthier diets.

Despite these challenges, the report notes that 69% of those surveyed believe reducing meat consumption is beneficial, with health being the primary motivator. Nonetheless, financial considerations now overshadow animal welfare concerns, reflecting the broader economic pressures consumers are facing today.

Gunhild Stordalen, co-founder and executive chair of EAT, emphasized the urgency for decisive action, stating, "This report stresses the critical need for change. We need a food system where plant-based diets are not just an option but a reality accessible to all." Similarly, Chris Coulter, CEO of GlobeScan, remarked, *"We are at a pivotal moment for global dietary shifts. Consumers are ready to make changes, yet barriers regarding price, convenience, flavor, and trust remain."

The report outlines the potential for food system transformation but highlights the necessity for collective action. This includes government subsidies, product innovation to enhance plant-based offerings, and public education initiatives. By implementing effective strategies, stakeholders can create a healthier, sustainable, and equitable food system.

For a full exploration of the findings and recommendations, visit the EAT Foundation's website to download the complete report and discover how we can champion the shift towards plant-based diets globally.

Topics Health)

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