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Europeans Call for Food That Balances Taste, Health and Sustainability

The European Flavour Association (EFFA) has released the results of its 2024 pan-European consumer study, offering fresh insights into how people across the continent choose the food and drinks they consume.

With responses from 6,000 people across six countries, the study paints a clear picture: consumers want food that is enjoyable, affordable and better for them, but also expect transparency and responsibility from producers.

The survey, conducted across six countries – France, Germany, Italy, Poland, Spain, and the United Kingdom – gathered insights from 1,000 consumers in each country (6,000 in total).

The study confirms that while consumers are increasingly attentive to health and sustainability, taste remains a central driver of food choices – not only in moments of indulgence, but also in supporting healthier and more conscious diets.

Key findings from the study

  • Taste and price are the leading factors when choosing a food or drink product, ranking above nutrition, environmental concerns, or packaging.
  • Some of the top perceived roles of flavourings are that they help make food and drinks taste good, provide variety, and enable people to enjoy different flavours throughout the year. The overall sentiment towards flavourings is positive.
  • For the long-term adoption of healthier or more sustainable habits, price, taste, and clarity of information are decisive.

“These results underline what we hear every day from consumers,” said Jimena Gómez de la Flor, Communications and Public Affairs Director for EFFA. “People want food that tastes good and fits into healthier, more sustainable lifestyles – but they also expect clarity and affordability. The flavour industry has a key role to play in making that possible.”

The study will inform EFFA’s engagement with policymakers and stakeholders, ensuring that consumer voices remain at the centre of discussions on the future of food in Europe.

Check out the infographic based on this data.