Consumer Priorities to Achieve Healthy, Sustainable, and

GRAINS OF TRUTH 2025 2 2 GRAINS OF TRUTH 2025 Contents Executive Summary 3 The Global Desire for Better Food 5 Consumer Attitudes, Behaviors, and Barriers to Healthy and Sustainable Diets 7 1 2 a. Current Attitudes and Behaviors 8 b. Price and Access: The Biggest Hurdles to Healthy and Sustainable Diets 10 c. The Knowledge Gap: Consumer Understanding and Adoption 13 d. Motivations for Dietary Change 15 e. Influencers for Positive Change 18 Recommendations for Industry and Government Actors 20 3 4 Conclusion 22 Contact Us 23 5

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EXECUTIVE SUMMARY GRAINS OF TRUTH 2025 3 Executive Summary This is the fifth edition of the Grains of Truth report series, our global consumer initiative in partnership with GlobeScan. In 2021, EAT and GlobeScan conducted significant research in advance of the United Nations Food Systems Summit. Since then, the two organizations have collaborated on developing questions to the public about their definitions of good, healthy, and sustainable food, their concerns about the current food system, and who should drive the changes needed to improve it.

This report provides a review of consumer perceptions and attitudes toward our global food system based on a large-scale, multi-country survey with close to 32,000 respondents. The insights gathered reveal consumer understanding, current behaviors, core motivations, and significant barriers faced in consuming healthy and sustainable diets. The goal of this analysis is to equip actors in the food system, such as governments, policymakers, producers, and retailers with the knowledge needed to respond to consumer desires and challenges, and to support the transformation of our global food system to one that is healthy, fair, and sustainable.

Where the 2025 EAT- Lancet Commission report outlines the scientific imperative and priority solutions for food systems transformation, this Grains of Truth report details public perception, validating where the solutions must be focused.

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GRAINS OF TRUTH 2025 4 EXECUTIVE SUMMARY The survey reveals key insights on consumer attitudes, including: Current behaviors Main barriers A majority of global respondents report regularly consuming meals that align with health and planetary goals, with certain actions considered easy such as avoiding throwing food away (76%), cooking a healthy meal (75%), or cooking a plant-rich or vegetarian meal (62%). Despite the high interest in adopting healthy and sustainable diets (86%), the single biggest barrier to purchasing healthy and sustainable food is affordability, and the second major barrier is perceived lack of availability.

Beyond price and access, a lack of knowledge of sustainable food systems and the Planetary Health Diet creates significant barriers for consumers trying to make better food choices. Influencers Speaking to individual health Globally, the most important benefits of the Planetary Health Diet are that it reduces the risk of diseases (37%) and that it supports health and environment (36%), revealing the consumer focus on tangible, personal health outcomes when considering food choices. Academics, scientists, and chefs are seen as the most positive influencers for helping people adopt healthy, eco-friendly diets, while governments, celebrities, and the financial sector are viewed less favorably.

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GRAINS OF TRUTH 2025 6 1. THE GLOBAL DESIRE FOR BETTER FOOD The Global Desire for Better Food The 2025 EAT-GlobeScan Grains of Truth report provides insights into the shifting landscape of global food systems from the perspective of consumers. Globally, there is a growing appetite for food that is both good for us and good for the planet. However, a look at the world's daily eating habits reveals a major disconnect between our desires and our diets. To better understand this disconnect, a global survey was conducted in 2025 with nearly 32,000 respondents across 33 markets, providing a clear picture of the obstacles people face.

The main challenges for consumers include rising food prices exacerbated by economic pressures, limited access to healthy and sustainable options, and low public awareness about sustainable food systems and choices. Research Methodology • Representative online samples of approximately 1,000 adults in each of 33 markets (500 each in Hong Kong, Kenya, Nigeria, and Singapore, and 1,500 in USA) ( n =31,960). • Samples are representative of online population, weighted to reflect general population census data. • Online surveying in July and August 2025.

Attitudes toward Diet Average of 33 Markets, 2025 Four in ten have a strong desire to eat fewer processed foods and to have a diet that supports personal health and sustainability; fewer are strongly convinced that their food choices impact the planet.

I would eat fewer processed foods 44% 41% 10% 5% I care that my diet supports health and sustainability 40% 46% 10% 4% I would change my diet to support fair treatment of farmers and workers 35% 49% 11% 4% I would eat more plant-based foods 35% 43% 14% 7% Climate change has pushed me to choose eco-friendly foods 29% 45% 18% 8% My food choices impact the planet 28% 44% 18% 9% Strongly agree Somewhat agree Somewhat disagree Strongly disagree How much do you agree or disagree with the following statements?

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