January 2023
Consumer Briefing 2023: From protein to carbs, mood & mind to nutrient density - our annual 5-country survey of food & health beliefs & behaviour
PDF: 49 pages Powerpoint: 93 slides

Price (PDF or PPT): US$380 £320 €380 NZ$610 AU$545 ¥52000
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Now in its 10th year, our unique five-country consumer survey is a reliable guide to the long-term changes in consumer beliefs about food, nutrition and health. In this year’s report:

  • Consumer interest in eating fewer ultra-processed foods is surging, particularly in Spain.
  •  So too is interest in eating more nutrient-dense foods, with Brazil and Spain leading the way. 
  • Eating to improve hormonal health is an emergent behaviour, followed by 8% of consumers.
  • Also emergent is avoidance of seed-oils, which is a concern for 6% of people – up from almost zero back in 2019.
  • Meanwhile low-carb eating appears to be levelling off, as also is the trend of meat reducing. The meat reducing trend in fact declined slightly between 2021 and 2022.

These are a handful of the many findings from our annual survey. The data is laid out in 84 charts, with brief summaries and explanations. We compare countries, look at the influence of gender and age, and show how the picture is changing compared to previous years.

We have developed over the years a reliable way to explore with people what they’re eating, what they are avoiding and why – and this enables us to track long-term changes to discover what is emergent, what is changing, and what has stalled. 

Our consumer survey is available in PDF and Powerpoint so that you can incorporate the charts into your own presentations. Based on interviews with 2,605 consumers equally split between the US, UK, Australia, Spain and Brazil.