New Report: Grains of Truth 2024
A newly published report titled: “Grains of Truth 2024: Taste Price Optimism & Obstacles: Habit Convenience Health” reveals a mixed picture of progress and challenges in the global food system. The report 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 on a regular basis, which is a slight decline from 23 percent in 2023. As noted in the newly released report, “This growing disparity underscores the need to address persistent barriers such as food affordability, flavor (taste), and accessibility to accelerate the much-needed shift towards healthy and sustainable diets that support people and planet.” (GlobeScan and EAT, January 30, 2025).
The new Grains of Truth 2024 Report was published by GlobeScan in partnership with EAT. (See Figure 1 below).
Figure 1: Grains of Truth 2024 – Taste Price Optimism & Obstacles: Habit Convenience Health
See Figure 2 for the frequency of healthy and plant-based food consumption over the past three years (from 2021-2024).
Figure 2: Frequency of Healthy and Plant-Based Food Consumption from 2021-2024
“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.” (GlobeScan and EAT, January 30, 2025)
“The findings of this year’s report confirm the growing awareness of how food systems impact the health of people and the planet. However, barriers such as affordability, flavor, and access continue to stand in the way of progress. Governments, food producers, and other stakeholders must act boldly to ensure plant-based diets are affordable, appealing, and accessible for all.”
- Dr. Gunhild Stordalen, EAT Co-founder and Executive Chair
“This report highlights a crucial moment in our global dietary shift. While consumers are ready for change, barriers like price, convenience, flavor, and trust remain. By uniting governments, food producers, and consumers, we can overcome these challenges and leverage plant-based diets to fight climate change and food insecurity. With the right policies and innovations, we can achieve a healthy, sustainable, and equitable world for all.”
- Chris Coulter, GlobeScan CEO
About The Report
This is the fourth edition of the Grains of Truth report series, the global consumer initiative, which is conducted by GlobeScan 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.
You can access the full report at:
Grains of Truth 2024: Taste, Price, Optimism & Obstacles: Habit Convenience Health
Click to access EAT-globescan_grains-of-truth_2024.pdf
References
Grains of Truth 2024: Taste, Price, Optimism & Obstacles: Habit Convenience Health. GlobeScan and EAT. January 30, 2025. Available at: https://globescan.com/2025/01/30/grains-of-truth-2024-report/