Unveiling the Top Concerns of Global Consumers: A Closer Look at the Grains of Truth Study

In recent years, GlobeScan and EAT have partnered to conduct the Grains of Truth consumer research series. This annual study is carried out in 31 markets worldwide and explores consumers’ concerns about the current food system, their attitudes towards consuming healthy and sustainable food, and their opinions on who should lead food system transformation efforts.

The most recent survey findings reveal that malnutrition, pesticides, obesity, diet-related health issues, and plastic waste from food packaging are among the top concerns for global consumers. While concern extends to a broader range of issues such as food waste, unequal access to nutritious food, and animal welfare, these four issues directly impact human health or intersect with it.

Three-quarters of the global public expressed some level of concern with these top issues, with older individuals showing more concern than younger ones. These findings highlight the importance of addressing public health concerns when engaging with consumers on sustainable food or diets. Governments and businesses need to prioritize policies or product innovations that address these top issues to effectively engage with consumers on sustainable food practices.

The survey collected data from 29,565 respondents across 31 countries and territories in July-August 2023. The Grains of Truth Report summarizes the findings in detail.

Overall, this study underscores the critical link between health and sustainable food systems. By addressing consumer concerns around key areas such as pesticides used in agriculture and plastic waste from food packaging, governments and businesses can help promote more sustainable diets that benefit both people’s health and the environment.