#Plant-Based #Norway #Oslo #EAT Foundation #GlobeScan

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

In an increasingly health-conscious world, the Grains of Truth 2024 report by EAT and GlobeScan presents critical insights into the progress and barriers associated with adopting plant-based diets globally. Released on January 30, 2025, this comprehensive survey analyzed responses from over 30,000 consumers across 31 markets, highlighting an intriguing yet challenging shift towards plant-based eating.

Key Findings: The Desire vs. Reality

The report uncovers a significant desire for plant-based foods, with 68% of respondents expressing a wish to incorporate more of these into their diets. However, the reality paints a different picture: only 20% regularly consume plant-based meals, a decrease from 23% in 2023. This notable gap indicates persistent barriers that need to be addressed to facilitate a transition to healthier dietary choices that also benefit our planet.

Economic pressures play a crucial role in this disparity, particularly soaring food costs. 42% of surveyed individuals identified affordability as their greatest concern regarding plant-based diets, followed by 35% who hesitated due to flavor-related issues. These challenges appear to be most pronounced in North America and Europe, where economic conditions greatly influence dietary choices. Conversely, in the Asia-Pacific region, nutritional adequacy emerged as a key concern.

Generational Perspectives

The report also reveals stark generational divides in attitudes towards plant-based eating. Millennials, especially those raising children, are the most enthusiastic about plant-based diets. However, they consistently face hurdles such as cost and convenience. On the other hand, Baby Boomers express a keen interest in healthy eating but often face hesitation due to concerns over taste and texture aspects of plant-based foods.

Despite these challenges, the potential benefits of plant-based diets are not lost on consumers. A resounding 69% of respondents agree that reducing meat consumption can positively impact the environment. Although health remains the main motivational driver, financial considerations have recently surpassed animal welfare, reflecting the economic constraints many are experiencing.

Call for Action

Dr. Gunhild Stordalen, Co-founder and Executive Chair of EAT, stressed the urgency of addressing these barriers: "This report underscores the need for impactful measures. A food system that makes plant-based diets accessible and appealing for everyone is not just a dream but a necessity we must work towards."

Chris Coulter, CEO of GlobeScan, echoed this sentiment, emphasizing the pivotal moment in dietary transformation we are in: "Consumers are primed for change, but they face barriers like price, convenience, and trust. It is essential that governments, food producers, and the public collaborate to dismantle these obstacles, paving the way for a healthier future."

Strategies for Change

The report advocates for a multifaceted approach to foster the shift to plant-based diets. Recommendations include:

• - Subsidies: Financial incentives to make plant-based foods more affordable and accessible.
• - Innovation: Development of new products that enhance the taste and texture of plant-based options.
• - Public Education: Robust campaigns to educate consumers on the benefits of plant-based eating can help shift perceptions and habits.

With concerted efforts, there lies the potential to construct a food system that is not only healthy and sustainable but also equitable. To read the complete report and view all findings, download it here.

In conclusion, while the journey towards a plant-based future is fraught with challenges, the appetite for change is evident. By addressing the barriers of cost, taste, and familiarity, we can catalyze a global shift towards healthier and more sustainable eating practices.