Grains of Truth 2024 – Global Insights on Healthy and Sustainable Food Systems

Unlocking the Potential of Plant-Based Diets: Overcoming Barriers of Cost and Taste

6 January, 2025, Oslo, Norway

The Grains of Truth 2024 report, published by EAT and GlobeScan reveals a mixed picture of progress and challenges in the global food system. The report highlights the growing interest in plant-based diets, with 68 percent of people worldwide expressing a desire to eat more plant-based foods. However, only 20 percent of global respondents report consuming plant-based foods regularly, a decline from 23 percent in 2023. This growing disparity underscores the need to address persistent barriers such as food affordability, flavor, and accessibility to accelerate the much-needed shift towards healthy and sustainable diets that support people and planet.

Based on insights from more than 30,000 consumers across 31 markets, the report reveals that economic pressures, including the ongoing cost-of-living crisis, have exacerbated these challenges. Price remains the most significant obstacle, cited by 42 percent of respondents, while 35 percent say flavor deters them from embracing plant-based options. Consumers in North America and Europe are particularly affected by price, with nearly half identifying affordability as a critical barrier to dietary change. Meanwhile, in the Asia-Pacific region, concerns about the nutritional adequacy of plant-based foods are more pronounced, especially in countries such as China and Vietnam.

The findings also highlight generational divides in attitude and behavior. Millennials (especially those raising children) emerge as the most interested in plant-based diets, with 72 percent expressing enthusiasm for plant-based diets. However, even among this eco-conscious generation, affordability and convenience remain significant hurdles. Older generations, particularly Baby Boomers, are more likely to prioritize healthy eating but often hesitate to adopt plant-based diets due to concerns about flavor and texture.

Despite these challenges, the report underscores the potential of plant-based diets to contribute to global sustainability and health goals. Sixty-nine percent of respondents agree that reducing meat consumption would benefit the world, while health remains the top reason for individuals reducing their meat intake. However, financial considerations now outweigh animal welfare as a driver of dietary change, reflecting the heightened economic pressures faced by consumers worldwide.

Dr. Gunhild Stordalen, EAT Co-founder and Executive Chair, commented: “The findings of this year’s report confirm the growing awareness of how food systems impact the health of people and the planet. However, barriers such as affordability, flavor, and access continue to stand in the way of progress. Governments, food producers, and other stakeholders must act boldly to ensure plant-based diets are affordable, appealing, and accessible for all.”

Chris Coulter, GlobeScan CEO, added: “This report highlights a crucial moment in our global dietary shift. While consumers are ready for change, barriers like price, convenience, flavor, and trust remain. By uniting governments, food producers, and consumers, we can overcome these challenges and leverage plant-based diets to fight climate change and food insecurity. With the right policies and innovations, we can achieve a healthy, sustainable, and equitable world for all.”

The report emphasizes the importance of targeted action, including on issues such as subsidies for plant-based food production, investments in product innovation to improve taste and nutritional value, and localized education campaigns to address regional concerns. Consumers also see the need for greater transparency through clear labeling and third-party certifications to help build consumer trust and confidence in the sustainability claims of plant-based products.

The Grains of Truth 2024 report paints a compelling picture of a world on the brink of dietary transformation. With the right policies and innovations, the promise of plant-based diets can be realized, paving the way for a healthy, sustainable, and equitable global food system.

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Contact:
Iain Shepherd
Chief Communications Officer
iain@eatforum.org

Stacy Rowland
Director, Marketing and Communications
stacy.rowland@globescan.com