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.
Download Latest ReportWith 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.
Translating knowledge into scalable action and insight.
Grains of Truth 2024
The 2024 EAT-GlobeScan Grains of Truth report provides insights into the shifting landscape of global food systems from the perspective of consumers.
Grains of Truth 2023
The 2023 report presents insights gained from joint research, with the hope of contributing to the transformation of the global food system.
Grains of Truth 2022
For the second year, EAT and GlobeScan have collaborated on developing questions to the public in 31 markets around the world on their concerns about the current food system and access to healthy and sustainable food.
Grains of Truth 2021
The report looks at the opinions of more than 30,000 consumers in 31 countries around the world and asks how they define and understand good, healthy, and sustainable food.
