New survey looks at European eating habits and aspirations: Europeans want to eat better. So why don’t they?
Eating better is one of the most widespread aspirations among European citizens. Yet there is still a significant gap between intentions and reality. This is the paradox highlighted by the new report from the EIT Food Consumer Observatory, titled “Europe wants to eat better, so why isn’t it happening?”, based on a survey involving around 20,000 consumers across 18 European countries.
According to the study, more than half of Europeans (51%) say they would like to improve their diet. However, in everyday life, many people face concrete obstacles. The cost of food, entrenched habits and the constraints of daily life are the main barriers, especially among younger generations.
The gap between perception and reality
One of the most interesting findings concerns how people perceive their own diet. Only 14% of Europeans say they are dissatisfied with their eating habits. This means that the vast majority believe their diet is broadly adequate. However, clear generational differences emerge. Among people over 55, only 11% report dissatisfaction, while the share rises to 18% among those under 35. In other words, younger consumers appear more critical of their eating habits and more willing to change them.
Perceptions of diet quality also seem to be improving slightly over time. The percentage of Europeans who believe they eat unhealthily fell from 17% in 2024 to 15% in 2025. At the same time, the share of those who disagree with the statement “I eat healthily” declined from 21% to 17%. However, these perceptions contrast with the reality of food consumption. Despite this relatively positive self-assessment, the intake of specific healthy foods remains insufficient. Only slightly more than half of Europeans say they eat enough vegetables, and there has been a 2–4% decline in the perceived adequacy of several foods considered healthy.
In particular, many consumers report not getting enough fibre, fruit, vegetables and high-quality protein. At the same time, Europeans are well aware of the risks associated with an unbalanced diet. Most recognise that fatty, salty and highly processed foods are unhealthy. Yet only about one-third of consumers say they actively try to avoid them.
Generational differences, but health remains the main motivation
The study highlights significant generational differences in eating habits. Younger consumers show a growing interest in protein: 44% of those under 35 say they want to increase their protein intake. Among people over 55, this share drops to 22%. Older consumers, on the other hand, tend to eat more fruit and vegetables and cook at home more frequently. This more traditional dietary pattern is also associated with greater attention to reducing food waste.
When Europeans consider changing their diet, however, the main motivation remains health. This factor outweighs other elements often mentioned in public debate, such as food affordability or environmental sustainability. The desire to feel better, prevent disease and improve overall well-being is therefore the primary driver of dietary change. At the same time, this aspiration collides with very concrete constraints: the cost of food, limited time for cooking and, above all, deeply ingrained habits.
Sustainability losing ground
Another important finding concerns sustainability. Only 48% of Europeans say they eat sustainably. Even more striking is the decline in interest in the so-called sustainable lifestyles. The share of Europeans who say they want to adopt more environmentally friendly behaviours has fallen from 76% in 2021 to 69% in 2025. This shift is also reflected in food choices. In recent years, there has been much discussion about the need to reduce meat consumption for climate reasons, but the data suggest that this message is losing traction with consumers. Attention to the environmental impact of food purchases is declining, and interest in diets that involve eating less meat appears significantly weaker today than it was just a few years ago.
Among the most widespread sustainable behaviours, reducing food waste stands out. More than 80% of Europeans aged 55 or older say they actively try to avoid throwing food away. Other behaviours observed include cooking at home more often, buying local products, choosing traditional foods and growing some of one’s own food. Interestingly, on this last point, it is younger people who stand out: 28% of those under 35 say they grow their own food, compared with 15% of those over 55.
Why is it so difficult to change diets? A European paradox
The report suggests that the problem is not only access to healthy food, but also the complexity of food choices in everyday life. As Klaus G. Grunert, professor of marketing at Aarhus University and head of the EIT Food Consumer Observatory, explained: “To convince people to change their diet, especially in ways that are more climate-friendly, the main drivers of food choices, namely taste and price, need to be better connected to healthy and sustainable options.” Grunert also highlights a key point: “Solutions must fit the real constraints of people’s lives, not just their aspirations.”
Overall, the report reveals a clear paradox. Europeans say they want to eat better, and many believe they already do. Yet actual eating habits tell a different story.The gap between intentions and behaviour remains wide. Understanding this gap is essential for designing effective food policies. Without accounting for the real dynamics that shape consumer decisions, even the best nutritional strategies risk being little more than good intentions.