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The statistical data show a clear preference for a more healthy and balanced diet together with an interest for nutritional characteristics of foods. Additionally, while the share of individuals following a specific diet is quite limited, the curiosity for nutritional trends seems remarkable. Although individuals value the content of protein in their diet, they are concerned by the impact of livestock products on the environment and on the human health. Also, consumers are interested in the safety of the food supply as their reaction to specific food claims suggest.

The last section of this report is dedicated to the reasons driving ethical food preferences and the consumer behavior. A ranking of the health risks associated with additional consumption of food products is followed by the estimates on food-related greenhouse gas emissions. Lastly, additional insights suggest that consumers consider the welfare of farm animals important and in some cases expect more animal welfare-conscious products.