Consumer survey on information preferences in 5 European countries (2022)

The purpose of this survey was to inform EUFIC’s work plan for 2023 and increase the effectiveness of future communication campaigns by discovering what consumers want to know about healthy and sustainable diets and how they would like to receive this information.

Data was collected online during October 2022. We reached a total of 2,758 respondents evenly distributed between France, Germany, Italy, Spain, and the UK.

The main results of the survey were:

• Consumers show less concern with sustainable diets than healthy diets
• More people chose to eat healthy rather than sustainable diets
• 1/2 of the sample knew how to eat more healthily, while only 1/3 knew how to eat more environmentally-friendly.
• There was an overall high level of motivation for healthier and more sustainable diets
• But there was a higher level of interest in information about healthy eating
• Lack of trust, contradictory information, and lack of reliable information made information most confusing
• For topics, respondents were most interested in how to eat healthily or more sustainably on a budget
• Recipes, online articles, and printed articles were the most preferred formats, while infographics, online presentations/ webinars, and podcasts were the least preferred

Want to know more? Contact malou.reipurth@eufic.org

Co-funded by the European Union’s EU4Health programme under grant agreement No 101082821