Summary
This McKinsey & Company report draws on multi-country consumer research to explore the disconnect between consumers' stated intentions around healthy and sustainable eating and their actual food choices. It identifies key barriers — including information overload, confusion about nutritional claims, and affordability concerns — that impede the adoption of conscious eating behaviours. The report offers insights relevant to food industry actors, policymakers, and retailers seeking to understand and address the 'intention–action gap' in consumer food decisions.
UK applicability
Although the research is global in scope, the findings on consumer confusion, trust deficits, and the role of food environments in shaping dietary behaviour are broadly applicable to the UK context, where similar tensions between sustainability aspirations and everyday purchasing exist. UK retailers, food brands, and policymakers working on dietary change or front-of-pack labelling may find the consumer insight particularly relevant.
Key measures
Consumer survey responses; self-reported dietary intentions vs. behaviours; barriers to conscious eating; consumer awareness and trust metrics
Outcomes reported
The report examines consumer attitudes, behaviours, and barriers related to conscious eating, including drivers of and obstacles to healthier and more sustainable food choices. It likely reports on consumer confusion, information overload, and gaps between intention and actual purchasing behaviour.
Topic tags
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