Grains of Truth 2024: Insights into Sustainable Food Systems and Plant-Based Diets

Grains of Truth 2024: Insights into Sustainable Food Systems



The recently released report, Grains of Truth 2024, published by EAT and GlobeScan, explores the complex landscape of global dietary habits, particularly focusing on the shift toward plant-based diets. While a significant portion of the global population expresses a desire to embrace plant-based eating, actual adherence to this diet is lagging behind expectations.

Key Findings



The report is based on insights gathered from over 30,000 consumers across 31 markets, revealing that 68% of individuals wish to increase their plant-based food consumption. However, only 20% are doing so regularly—a decrease from 23% in 2023. This disparity highlights persistent hurdles that need addressing, such as affordability, taste, and accessibility of plant-based options, to foster a healthier and more sustainable food system that benefits both individuals and the planet.

Economic and Taste Barriers



Economic constraints significantly impact consumer choices, particularly in regions like North America and Europe where rising food costs present a formidable barrier. According to the report, 42% of respondents identified price as the primary obstacle to adopting a plant-based diet, while 35% cited taste as a deterrent. Particularly in the Asia-Pacific region, there is a heightened concern surrounding nutritional adequacy in plant-based diets, adding another layer to the existing challenges.

Generational Insights



The report also highlights noteworthy generational differences in attitudes toward plant-based eating. Millennials, especially those with children, demonstrate the greatest enthusiasm for this dietary lifestyle; yet, they often struggle with the dual challenges of affordability and convenience. On the other hand, Baby Boomers prioritize healthy eating but frequently hesitate due to concerns about taste and texture in plant-based options.

Support for Sustainable Practices



Despite these challenges, the report emphasizes the potential of plant-based eating to contribute to sustainability and wellness goals. 69% of respondents believe reducing meat consumption is beneficial for the planet, with health considerations being the primary motivator. Nonetheless, economic pressures are currently outweighing ethical motivations around dietary choices, underlining the need for greater public focus on how diet affects animal welfare.

Call for Action



Dr. Gunhild Stordalen, co-founder and executive chair of EAT, underscores the necessity for urgent action. She states, _"This report highlights the urgency for transformative actions. We need a food system where plant-based diets are not just options, but accessible and appealing realities for everyone."_

Chris Coulter, CEO of GlobeScan, emphasizes the pivotal moment we are at in global dietary transitions. _"Consumers are prepared for change, but hurdles like price, convenience, taste, and trust remain. By uniting governments, food producers, and consumers, we can tackle these challenges together,"_ he said.

Moving Forward



The report concludes by noting the critical need for initiatives like subsidies, innovative product development to enhance plant-based food offerings, and public education efforts. Through the implementation of these measures, it's possible to establish a healthy, sustainable, and equitable food system that appeals to all.

For more detailed insights, the full report is available for download from the EAT Foundation's website.

Contact: Iain Shepherd, Communications Lead - [email protected]

Topics Health)

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