Take me to the insights
Three hundred and thirty-eight Future Food Leaders completed a quantitative survey of 432 questions across five categories: food choice motives; contexts, barriers, perceptions about climate change and the environment; perception of ‘Good Food’; eating behaviour; general questions. All participants were passionate about food and 29% ate a & plant-based diet. Thirty participants from the pool of Future Food Leaders also participated in three qualitative focus groups.
Top Takeaways include
- Future Food Leaders are overwhelmingly concerned with food’s impact on climate change.
- Future Food Leaders have limited understanding of how their food choices impact climate change.
- Future Food Leaders perceive ‘environmentally friendly’ eating to be less affordable, accessible, and less tasty than ‘healthy’ and ‘plant-based’ eating.
- Current ‘environmentally friendly’ communication tactics are confusing to Future Food Leaders and cause scepticism.
- While Future Food Leaders feel a personal, moral pressure to eat good food, they do not feel ample social pressure to eat in an environmentally friendly way.
- Future Food Leaders are open to eating for good and shifting their eating habits.
This study confirms that there is seismic opportunity to shift people to eat for good by positively framing good food as abundant, explorative, flavourful, cultural, and accessible to all.
This study was done with a small, representative sample and this should be considered when implementing the findings. Knorr will continue to work with partners using creative research methods and cohorts to further unlock how to make good food accessible and desirable for all.
“Even some of the savviest young food leaders are confused by current food and climate communication tactics utilized by food companies, thereby limiting their engagement in a climate-smart food movement. These findings highlight the vital need to reframe the food narrative to build an equitable, nourishing, climate-smart food culture for all.” - Eve Turow-Paul Food for Climate League Founder and Executive Director Author of Hungry: Avocado Toast, Instagram Influencers, and Our Search for Connection and Meaning