Taste and Food Safety are Prioritized over Sustainability for European Citizens When Purchasing Food

The survey, which was conducted across the entire European Union, found that the main factors for consumers when purchasing food was the taste, food safety, and cost. Moreover, there was information showing how consumers view sustainable diets and their opinion on sustainable food.

With the European Commission publishing the EU Farm to Fork Strategy earlier in 2020, the Eurobarometer was a specially commissioned survey to evaluate what factors are at play in EU citizens' minds when it comes to food. One of the key findings was that consumers in the EU do not factor in sustainability as much as taste, safety, and cost, however, the results are not entirely bad for sustainability. The survey also revealed that an overwhelming majority of EU citizens welcome additional information on food sustainability. It was found that 88 percent agree that information on sustainability should be required on food labels and 85 percent agree that there should be one logo to help you choose healthy and sustainable foods.

For the full report from the USDA, click here.