Europeans are choosing to prioritise health and cost before sustainability, in their food decisions, according to a survey of 19,954 consumers across 18 countries. But their engagement in high-impact sustainable behaviours such as reducing animal-based foods has fallen, according to the European Institute of Innovation and Technology's (EIT) survey. But overall, health has become the dominant driver of dietary change, according to the EIT survey. The survey has been conducted every year since 2018 by the academic partners of the EU's EIT Food Consumer Observatory. The share of younger consumers who eat a sustainable diet was found to equal to that of older consumers.

Source: Irish Examiner March 19, 2026 01:42 UTC