Strong consumer commitment to good healthĪt least 70 percent of the survey respondents across the markets surveyed want to be healthier.

Less than one-third of consumers surveyed find the range of products on grocery shelves “great” (see sidebar, “Key survey insights”). And we found that consumers are frustrated because retailers and food producers aren’t keeping up with their quest for conscious eating. We found that consumers’ interest in health outweighs their interest in sustainability. We found that conscious eating is here to stay, but consumers are confused about what food is healthy and sustainable. To answer these questions, we conducted an online survey of some 8,000 consumers in the United States, the United Kingdom, France, and Germany after pandemic restrictions relaxed. Less than a third of consumers are satisfied with the healthy options available at their local grocery store.Most consumers are confused about what is healthy and sustainable.

About 25 percent of consumers ate more plant-based products during the pandemic, but very few plan to abandon traditional products entirely.

Flexitarianism is becoming the most popular diet.

The pandemic spurred more than half of consumers 18 and older to make major changes in their eating habits.

Healthy eating means, first and foremost, consuming more fresh produce and less processed food and sugar.

Fifty percent of consumers prioritize healthy eating 33 percent prioritize sustainability.

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