Grains of Truth 2024 Report
Unlocking the Potential of Plant-Based Diets: Overcoming Barriers of Cost and Taste
Our global consumer research initiative—in partnership with EAT —aims to map consumer views, attitudes and behaviours around healthy and sustainable food systems.
The Grains of Truth 2024 report reveals a mixed picture of progress and challenges in the global food system and highlights the growing interest in plant-based diets, with 68 percent of people worldwide expressing a desire to eat more plant-based foods. However, only 20 percent of global respondents report consuming plant-based foods regularly, a decline from 23 percent in 2023. This growing disparity underscores the need to address persistent barriers such as food affordability, flavor, and accessibility to accelerate the much-needed shift towards healthy and sustainable diets that support people and planet.
The report emphasizes the importance of targeted action, including on issues such as subsidies for plant-based food production, investments in product innovation to improve taste and nutritional value, and localized education campaigns to address regional concerns. Consumers also see the need for greater transparency through clear labeling and third-party certifications to help build consumer trust and confidence in the sustainability claims of plant-based products.
Dr. Gunhild Stordalen, EAT Co-founder and Executive Chair
Chris Coulter, GlobeScan CEO
About This Report
This is the fourth edition of the Grains of Truth report series, our global consumer initiative in partnership with EAT. This year the study looks at the impact of the cost of living on access and views on healthy and sustainable food, as well as the actors who can make the most change.
The report is based on insights from over 30,000 consumers across 31 markets.
