Europeans' sustainable eating declines as health and cost take priority

Europeans increasingly prioritise health and cost over sustainability in food, causing a decline in eco-friendly eating behaviours due to affordability and habit challenges.

Europeans recognise the negative health effects of salty, fatty, sugary or processed foods; yet only approximately a third of consumers avoid them.

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. It has revealed interest in sustainable eating steadily declining, falling from 76% in 2021 to 69% in 2025.