ONE BITE AT A TIME: CONSUMERS AND THE TRANSITION TO SUSTAINABLE FOOD Analysis of a survey of European consumers on attitudes towards sustainable food June 2020 Published in June 2020 by BEUC The European Consumer Organisation Bureau Européen des Unions de Consommateurs Europäischer Verbraucherverband Rue d’Arlon 80, B-1040 Bruxelles Tel: +32 (0)2 743 15 90 www.beuc.eu Contact:
[email protected] The content of this publication represents the views of the author only and it is his/her sole responsibility; it cannot be considered to reflect the views of the European Commission and/or the Consumers, Health, Agriculture and Food Executive Agency or any other body of the European Union. The European Commission and the Agency do not accept any responsibility for use that may be made of the information it contains. TABLE OF CONTENTS I. CONTEXT AND OBJECTIVES 6 II. METHODOLOGY 7 III. FINDINGS AND RECOMMENDATIONS 8 IV. DETAILED RESULTS OF THE SURVEY 19 1. Food habits and the environment 19 2. What ‘sustainable’ means to consumers in relation to food 22 3. Barriers to eating (more) sustainably 23 4. Steps consumers are willing to take 25 Ready for change? 25 What about prices? 27 Attitudes towards proteins 28 5. Zooming in on meat consumption 30 6. Consumer attitudes towards alternative protein sources 32 Little love for high-tech food 32 GMO-free plant-based alternatives are better accepted 33 ‘Meaty’ names or not? 35 7. What needs to be done to make food production and consumption (more) sustainable, according to consumers 36 On the production side 36 On the consumption side 38 V.