Grains of Truth

This global consumer research initiative—in partnership with Globescan—aims to map consumer views, attitudes and behaviours around healthy and sustainable food systems.

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Setting the scene

With rising interest in plant-based diets, many consumers are beginning to rethink their eating habits and preferences.
Unfortunately, the road to widespread adoption in many countries is hindered by prevailing challenges – economic pressures, flavor concerns, and regional differences that are ultimately slowing progress.

This is the fourth edition of the Grains of Truth report series, our global consumer initiative in partnership with GlobeScan. This year the study looks at the impact of the cost of living on access and views on healthy and sustainable food, as well as the actors who can make the most change.

The research also looks at consumer attitudes and behaviours more generally around eating healthily, as well as their concerns about the food system and the barriers to change. The study also details the significant differences in these views between age groups.