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 findings confirm that taste remains the strongest driver of food choices. However, health and sustainability are becoming increasingly important, with many consumers striving to adopt more conscious habits in their daily lives. At the same time, challenges remain. Price and limited information on packaging are among the reasons some consumers hesitate to choose more sustainable or health-focused options.
Natural flavourings stood out positively, being viewed by most respondents as a trustworthy way to enhance taste without compromising expectations around quality. This highlights the role of flavourings in making healthier and more sustainable foods appealing to a broad audience.
“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.