First International Sustainable Food Barometer: Unveiling the Global Shift

In a world grappling with the environmental impact of its food systems, the call for sustainable practices is more urgent than ever. As the global leader in sustainable food and valued experiences, we have developed the International Sustainable Food Barometer, in collaboration with Harris Interactive. 

This first edition of our barometer stands out for its focus on amplifying the voices of respondents across different geographies and cultures, shedding light on their understanding of sustainable food and deciphering potential gaps between perceptions, intentions, and behaviors.

Let's delve into the key global learnings unveiled by the first edition of this barometer1, conducted during the summer of 2023 among more than 5,000 people in Brazil, France, the United Kingdom and the United States.

 
  • Positive Perceptions
    Strongest in Brazil (90%), France (72%), the UK (69%), and the US (66%).
  • Income Disparities
    Higher-income individuals show positive outlook (80%) vs. the lowest ones (69%).
  • Demographics
    Younger generations express stronger positivity (82%) versus seniors (66%).

    The Groundswell for Sustainable Eating

    According to our 2023 International Sustainable Food Barometer, citizens across diverse demographics share overwhelmingly positive perceptions of sustainable eating. A staggering 75% view sustainable food positively. Notably, 60% believe adopting a sustainable diet enhances quality of life. 

    There are a few interesting differences to note: 

    The sense of urgency to adopt sustainable eating practices is pervasive. This urgency transcends geographical and demographic boundaries, resonating particularly strongly with the younger demographic and higher-income groups. We already note that : 

    • Citizens express a desire for sustainability in all out-of-home dining settings from their daily life, including schools, universities, restaurants, and workplace cafeterias indicating a widespread appetite for sustainable options.
    • People are already taking steps towards sustainable eating. A significant proportion claim to have modified their habits: 71% say they reduce their waste, 63% eat seasonal produce and 55% buy local produce whenever possible.

    Download our sustainable food barometer

    As we navigate the complex landscape of sustainable eating, our International Sustainable Food Barometer serves as a compass, guiding stakeholders towards a future where nourishing our bodies aligns seamlessly with nourishing the planet. 

    Interested in learning more about sustainable eating and how we perceive it across the globe? 
    Download now

    A gap between aspirations & behaviors

    The barometer highlights a discrepancy between people's perception of their food and its actual sustainability. 56% think their plate is already sustainable… - yet for example, dairy products (78%) and meat (71%) remain among the most regularly consumed products, far ahead of cereals (60%) and pulses (45%), with a notably lower carbon footprint. This underscores deeply ingrained dietary habits that pose challenges to a swift transition. 

    1/3

    respondents feel that it is difficult to find sustainable products

    Citizens seem more amenable to incremental adjustments than radical transformations. When asked about the alternatives they might introduce into their daily diet, respondents answer with products they already consume. For example, to replace meat, they mention eggs or dairy products. On the other hand, the barometer reveals a certain reluctance to embrace less conventional alternatives, such as seaweed or insect-based products.


    Last but not least, several misconceptions are a barrier to adopt a more sustainable diet. For instance, we learned that a third of respondents feel that it is difficult to find sustainable products and believe that adopting a sustainable diet requires effort.

    Accelerating Change Towards Sustainable Eating

    How to drive change then? 

    Two criteria emerge as the top priorities when shopping for food: first and foremost, the price (73%), and then, the taste (62%). They significantly outweigh environmental impact, certifications, and local sourcing in consumer decision-making.

    The barometer emphasizes the importance of individual benefits regarding health, taste and savings. While health benefits and cost savings resonate across generations, younger individuals are more attuned to collective benefits such as environmental impact and participating in a movement.

    To drive change, respondents point to farmers as primary change agents, followed by the agri-food industry and fellow citizens. Government and NGOs, as well as institutional actors, play secondary roles.

    Key Figures

    have a positive perception of sustainable food

    75%

    believe that adopting more sustainable behaviors is an urgent matter

    79%

    feel that it is difficult to find sustainable products

    1/3

    Hand holding radishes

    emerge as the top priorities when shopping for food

    Price and taste

    The primary motivation for eating more sustainably in all countries is the expected health benefits

    46%

    consider the farmers as the most helpful to act in favor of more sustainable food

    45%

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