Vegocracy Report 2024

THE VEGOCRACY REPORT 24

HOW DO WE CHANGE OUR EATING BEHAVIOR?

An international study examining the factors that influence and shape our eating habits, along with strategies for how to change them.

TABLE OF CONTENTS

WE NEED TO CHANGE OUR EATING BEHAVIOR

5

WHY IS THIS STUDY IMPORTANT?

7

KEY FINDINGS FOR BUSY PEOPLE

8

INTERVIEW: ERIK BOHJORT

12

KNOWLEDGE IS POWER

14

A salad is a salad is a salad...?

16

RISING COSTS, FALLING GREENS

18

Hey politicians and decision makers!

20

From a side thing to the main thing

22

THE DEMOGRAPHY OF (UN)HEALTHY EATING HABITS

24

The unexpected benefits of eating greens

26

What’s the deal with skipping a meal?

28

PLEASE OUR TASTE BUDS PLEASE

30

Let’s reveal some green prejudice

32

Looks matter, but inside counts too

34

FRESH FROM THE GLOBAL EXPERTS

36

From the bigger picture...

38

...to daily life...

39

...and finally some possible solutions

40

Three steps to get started changing your eating behavior

41

WHERE THERE IS A WILL, THERE IS A WAY

42

3

“TWO BIG CHALLENGES THAT UNITE US ACROSS THE GLOBE IN 2024 ARE CLIMATE AND HEALTH. THE FOOD WE EAT PLAYS A CRUCIAL ROLE IN PRESERVING OURSELVES AND OUR PLANET; HENCE, WE MUST CHANGE OUR EATING BEHAVIOR.” DAVID VON LASKOWSKI, CEO PICADELI

WE NEED TO CHANGE OUR EATING BEHAVIOR The Vegocracy Report 2023 identified a gap in awareness, knowledge and intention around the need to eat greener for both nutrition and sustainability. And sadly, but not surprisingly, the 2024 report shows that we are still struggling to bridge the gap between knowledge and action.

Two big challenges unite us across the globe in 2024: climate and health. The food we eat plays a crucial role in preserving ourselves and our planet; hence, we must change our eating behavior.

We believe that behavioral change will be the world’s biggest challenge (and opportunity!) this year, and we are focusing on this topic in The Vegocracy Report 2024. After setting the scene and identifying the green gaps in our previous reports, we now want to delve deeper into how we drive the change we need to see. We know that one individual can have a considerable impact on their carbon footprint (even though 25% of all recipients in this year’s study think they can’t). So, what must the food industry do, together with suppliers, opinion leaders, decision makers and journalists, to support the necessary food system shift on a human level? How can we drive a behavioral change in eating habits?

Do we possess the knowledge of recommended fruit and vegetable servings, and how consuming these suggested amounts impacts both our bodies and the planet? Do we have the opportunity—meaning, are fruits and greens accessible and affordable to us? And then we have perhaps the most challenging barrier, and therefor also the most interesting; motivation. If the main reason for not eating fruit and greens is prioritization, how do we motivate people to prioritize more fruit and greens in their daily life? That is the key question we seek to answer in this report: to inspire companies, politicians, decision makers, influencers, and all 8 billion people living on Earth to initiate personal changes in order to support significant shifts in food systems.

We hope this Vegocracy Report will serve not only as a point of inspiration, but also as a practical guide to drive real change.

Starting here. Starting now.

Behavioral science often refers to capability, opportunity and motivation as three different areas. In this year’s report, we observe that the top three reasons why people don’t consume the recommended amount of fruit and greens are that they’re not prioritizing it, lack of inspiration for meal preparation, and affordability issues.

5

LET’S DEMOCRATIZE HEALTHY FOOD BY MAKING IT ACCESSIBLE, AFFORDABLE AND APPETIZING.

WHY CARE?

WHY PICADELI?

The food we eat accounts for 30% of global carbon dioxide emissions*. We also know that over 70% of all global deaths are attributed to lifestyle illnesses such as heart disease, stroke and diabetes.* A green transition, both for the planet and for people’s health, is what we need to survive. That is the big issue that unites us across borders, cultures, political opinions and socio-economic conditions. In an increasingly polarized world, we also need facts, solutions and common driving forces that unite rather than divide. This concerns all of us.

Picadeli is a Swedish salad pioneer on a mission to democratize healthy food, driven by the idea that fast-food should be good for both people and planet. We want to raise the bar to make fresh food accessible, affordable and appetizing for all.

Through our pioneering high tech salad bars we’ve promoted healthy fast food, reduced waste and showed people fast food de la future in more than 2,000 stores around Europe and the US. Knowing that the food we eat counts for a third of global carbon dioxide emissions, and is also linked to numerous health issues, we truly feel a responsibility to drive a change in eating behavior, making fresh food accessible for all. We hope that The Vegocracy Report 2024 will make it easier for the rest of the world to follow.

If we, as a global salad company, don’t try our best to be a strong voice in the political debate, driving a change, being the change, then who should? And if you, fellow citizens of planet Earth, don’t implement the change we need now—it might be too late. So, let’s unite in being the change we want to see, and let’s do it without delay.

ABOUT THIS STUDY The Vegocracy Report is an extensive international survey conducted by the global research firm Kantar, across 11,000 recipients in seven countries: Belgium, Finland, France, Germany, Sweden, United Kingdom and United States, with a minimum of 1,000 participants in each country. Each survey lasted around 10 minutes and was conducted in each country’s native language. All of the questions were answered by men and women aged 18-65. The survey took place online between December 2023 and January 2024. In addition, we used leading independent thinkers and academic institutions for expert guidance and support for the study hypotheses.

*IPCC, 2019

7

KEY FINDINGS FOR BUSY PEOPLE Hungry for some fresh insights? These initial spreads retain our key discoveries, presented in bite-sized stats for those on the go, hopefully creating cravings for the more in-depth insights you’ll find later on. Bon appétit!

A GREEN GAP EXISTS

45% of recipients have heard of the WHO’s dietary guidelines of 400 grams of fruit and greens per day, compared to 37% in 2023. But only 16% in all seven countries are able to follow them.

8

More than 8 out of 10 (84%) of recipients don’t eat the 400g of fruit or vegetables per day recommended by WHO dietary guidelines. Great potential for positive change, right?

25% don’t think they make an impact as an individual on their carbon footprint.

SNACKABLE STATS DAILY GREENS—NOT A DAILY PRIORITY Among those 84% who don’t eat the recommended 400g of fruit or vegetables per day, 34% state that they just don’t prioritize it.

TASTE IS KING 41% selected taste as the most important consideration when choosing what to eat, a trend that has remained the same since last year.

COST-OF-LIVING IS IMPACTING ON OUR HEALTH 20% say they cut back on fruit and vegetables to save money during the recession. Let’s face it. Greens are not perceived as affordable.

THE ENVIRONMENT RANKS LOW IN EVERYDAY DECISIONS Only 3% of recipients said the environment was the main consideration when choosing their meal, compared to 24% identifying cost as the most crucial factor.

MONEY (STILL) TALKS

34% 24% 80%

of people who never eat their daily veggies (400g) say it’s because they can’t afford it. But can we afford not to?

A ZERO TAX ON FRUIT AND VEGGIES SEEMS LIKE A SMART MOVE. A WHOPPIN’ 68% SAY THEY WOULD MAKE HEALTHIER FOOD CHOICES IN THE GROCERY STORE!

of recipients in all seven countries say that price is the most important factor when choosing their meal.

would buy/eat more fruit and vegetables if they were cheaper.

9

HEALTH IS MOVING UP THE AGENDA… 19% labeled health the most important factor when choosing their meal. That is an increase from last year (16%).

… BUT COULD ALSO GIVE US A HEADACHE More than half of recipients worry that their diet has a negative impact on their health.

53% WORRY THAT THEIR DIET AFFECTS THEIR HEALTH NEGATIVELY.

10

ONLY 16% EAT THE 400G FRUIT AND VEG PER DAY, AS RECOMMENDED BY WHO.

THE (UN)EXPECTED BENEFITS OF EATING GREENS

85%

73% 72%

90%

HIGHER LIFE SATISFACTION 85% of those eating fruit and vegetables according to recommendations said that they are satisfied with their life. 65% of those who never eat their daily veggies said the same thing.

BETTER SEX LIFE

OF THOS E EAT THE WHO DAILY RECOMM ENDA FRUIT A ND GRE TION OF EN ARE SE XUALLY S, 73% COMPAR CONTENT, 48% O ED TO ONLY F THOS E WH NEVER EAT ENO O UGH VEGGIES WE HAV . SHOULDN’T EA LUNCH SALAD FOR TODAY, BABE?

Almost three out of four (73%) of those who eat the recommended amount of fruit and greens per day are happy with their sex life. Of those who never eat their daily veggies—only half (48%) consider themselves as satisfied.

BETTER SLEEP Of those who eat the recommended amount of fruit and greens every day (400g), 72% feel they get enough sleep. 51% of those who never eat their daily veggies said the same thing.

BETTER RELATIONSHIP 9 out of 10 individuals who eat 400g of fruits and greens each day (90%) express happiness in their relationship. 78% of those who never incorporate the recommended amount into their diet report similar relationship satisfaction.

11% NEVER EAT A SALAD FOR LUNCH. WHAT THE HEALTH??

11

The 2024 Vegocracy Report confirms that there is a knowledge gap in recommendations and guidelines for eating fruit and veg. Less than 50% have heard of the WHO’s dietary guidelines, and only 16% eat the recommended amount of 400g of fruit and greens every day. One in four (25%) don’t think they can make an impact as an individual on their carbon footprint. Will bridging the gap in knowledge help changing our eating behavior?

ERIK BOHJORT Erik Bohjort is a Lic. Psychologist and Behaviour Change consultant at Nordic Behaviour Group, solving real-world problems (such as saving the health of people and planet) using applied behavioral science. He strongly believes that a change in eating behavior is possible, taking small and conscious steps in the right direction.

12

I think that even though increasing knowledge in people makes them behave slightly differently, knowledge about exactly how much and how often, are limited factors if you compare them to motivational factors like costs and taste. Do you really need to know that 400g per day is the target? How do I as a consumer even make sense of how much 400 grams of vegetables consist of? Some of the solutions are to transform these 400 grams into five fistfuls of fruit and veggies, that is something that politicians and decision makers could do to enable healthy eating. But I’m still quite skeptical of strict recommendations for how much fruit and greens we should eat. Same goes with health recommendations. Most people know that eating greens is good for your health, but what does that mean? The idea of improved “Health” is so farfetched,but when we start talking about how it makes you feel, your experience and how it affects you as an individual, with direct consequences, then it gets interesting, then it motivates us to do differently.

”MOST PEOPLE KNOW THAT EATING GREENS IS GOOD FOR YOUR HEALTH, BUT WHAT DOES THAT MEAN?”

The survey found that among those not eating the recommended amount of fruit and greens per day, the three main reasons are that they don’t prioritize it (34%), lack of meal prep inspiration (32%) and that they can’t afford it (28%). How can we use these insights to drive a change in eating behavior?

This is all about motivation. Motivation is central to everything we do, especially when it comes to prioritizing our choices. Without sufficient motivation, prioritization simply doesn’t occur. In the context of driving behavior change, motivation leads to prioritization, which is influenced by both economic considerations and, as we see in the survey, inspiration.

Talking about cost, a lot of the comparison that we make when choosing to move toward more fruit and veg is “will it be more expensive?”. There is still a very strong idea that eating fruit and vegetables is a more expensive diet. That might be a knowledge gap. But it also feeds into this motivational comparison. We lack the knowledge about the pricing landscape, which means that we don’t prioritize it. On the topic of not being able to afford it: we see that when the cost-ofliving increases, you want to cut back on something, people tend to downgrade within the same food category to save money. The problem with fruit and vegetables is that you have no ”next step”, no low-price alternative to standard cucumbers for example, so you leave the category completely. So how do we get people to not leave the category entirely? Can we move fruit and vegetables to another product category? Why not put apples in the snack category as an extremely cheap snack?

Or beans or carrots in the meat category, allowing people to make a different comparison, for example by putting the carrot next to the minced meat and offering it as a way to expand the bolognese almost for free?

So how can we drive a change with economy as a motivator?

For some people it really is too expensive, and for those we need to lower the cost, for example with a reduced tax on fruit and greens, as we can see many people in this study suggesting. But for a lot of people, it’s rather the comparison or the idea of the cost that is too high. It’s about the mental model of a meal. The older generations eat a main course with a side salad, then the salad is just an additional cost, whereas the younger generation are more likely to “have a salad” as the main course. Perhaps the concept of what a salad is needs to expand a little bit so it can include hot elements or main course elements that are more aligned with the older target group’s preferences. It’s about presenting the salad as a fulfilling, satiating dish, and being very specific about the comparative cost of another meal. To frame the salad as a lunch alternative, for example in pre-packed format, so people see that this is my cost for a lunch. If that comparison doesn’t happen, the change in eating habits won’t either.

“FOR A LOT OF PEOPLE, IT’S THE IDEA OF THE COST THAT IS TOO HIGH. IT’S ABOUT THE MENTAL MODEL OF A MEAL. PERHAPS THE CONCEPT OF WHAT A SALAD IS NEEDS TO EXPAND A LITTLE BIT.” In the study we see that only 3% state environment as the number one factor when choosing what to eat. How is that possible in a world where climate change is very much present, and people do worry about the future of our planet? Isn’t that motivating enough?

Environment is a very low motivator in buying decisions. We say we care, but when it comes to prioritizing, price beats environmental concerns every time. It shows in every study we do. Why? It is very hard for us as individuals to really appreciate that what we do will result in something larger, in some significant shift for our planet. It’s easy to hand over the responsibility to someone else, the industry or politicians.

So, if I was a business, trying to drive a behavior change on a personal level, I wouldn’t talk about environment in any kind of marketing. Of course, the industry must take responsibility for the environment in all parts of their businesses, but if they really want to help people to more sustainable consumption patterns, environment is not the main motivational argument.

This might sound cynical, but in order to drive behavior change it is important not only to say what people want to hear, but to motivate with arguments that are relatable on an emotional and personal level. This study shows that eating your daily fruit and greens can be connected to better sleep, sex and relationships. Why not highlight that as a closer to home and more appealing argument?

13

KNOWLEDGE IS POWER. BUT IS IT ENOUGH TO MAKE A CHANGE? If we compare to The Vegocracy Report 2023, the (unhealthy) bliss of ignorance still exists. But, in our mission to drive a change in eating habits, does it really matter? Or, do we need to explore other knowledge gaps?

14

Q: If you are not eating 400g fruit or vegetables per day, what are your main reasons? (Multiple choices) 1.

I do not prioritize it (34%)

2. Lack of meal preparation inspiration (32%) 3. I can’t afford it (28%) 4. Lack of time (21%) 5. I don’t like the taste (7%)

HAVE WE EVEN GOT A CLUE?

A MATTER OF PRIORITY

25% don’t think they can make an impact as an individual on their carbon footprint. This is a small increase from last year, and we see no major differences between countries, ages and sexes. Only 13% think that food is the sector where they think they can make the most impact as an individual on their carbon footprint. Sweden stands out as relatively few believe that food is the sector where they can make the most impact (9%), while in the USA 16% believe that the food we eat can make the biggest impact. More than 3 out of 4 have heard of the UN’s environmental Paris Agreement, while only 45% of all respondents in the study have heard of the WHO’s dietary guidelines—a number that differs quite a lot between different countries. Germany (58%) and Finland (71%) are the most well informed, while France (34%) and Sweden (36%) would need to take a deeper sip from the fountain of knowledge.

So as the problem solvers we are, we turn to science, asking ourselves: do people have the ability to buy and eat more fruit and greens? Well, knowledge, as we see, is a barrier that we must overcome. The second question is does the environment allow us? There could be barriers like (healthy) food deserts, or social norms like a heavily meat-based food culture, but we don’t find this to be the main barrier. It’s the motivation. Does the individual, given the capability and given the environmental option, prioritize eating more fruit and greens over every other comparable and competing behavior? Obviously, the answer is no. Quite the opposite. This study states that of those not eating according to the WHO’s dietary guidelines, 34% label prioritizing as the main reason for not eating their veggies.

People are simply not motivated enough; could that be due to the knowledge gap?

The study also states that only 18%, the same as last year, know how many grams of fruit and vegetables the WHO recommends per day (400g), and of those who know about the recommendations, only 22% are able to follow them.

Q: Do you eat 400g of fruit or vegetables per day?

No, never

Yes, every day

HOW TO DO IT

Let’s focus on the personal benefits of eating greens that affect us directly here and now. Most of us want good sleep, a satisfying sex life, and strong relationships, right?

-25

-20

-15

-10

-5

23%

17%

11%

10%

19%

10%

10%

23%

9%

13%

24%

7%

23%

13%

16% TOTAL

13%

0

5

10

15

20

25 15

A SALAD IS A SALAD IS A SALAD...?

Besides the gap in understanding dietary guidelines and how the food we eat can impact our personal carbon footprint, the study also reveals a knowledge deficit in defining and envisioning salads.

This lack of clarity leaves us tossing up choices and missing out on the green gains.

16

THE MENTAL PICTURE OF A SALAD—AN INVISIBLE GAP

HOW TO DO IT

IN KNOWLEDGE

Expand your view of salads! Discover that they can include warm elements and a variety of tasty ingredients.

This makes salads easily comparable to other lunch options, highlighting that they could actually be a more affordable (and healthier!) choice.

As well as the knowledge gap in dietary guidelines and how the food we eat can impact our personal carbon footprint, the study also reveals a gap in knowledge in the mental picture of what a salad is and what it could be, which also affects how we compare to other choices when it comes to making buying decisions. For example, 75% of recipients usually eat a salad consisting of only 1-4 ingredients. 74% eat their vegetables as an add-on to other food—then it might be perceived as expensive, and a cost that’s easy to cut when times are tough.

The top two reasons in all seven countries for not choosing salad for lunch/dinner—“I prefer warm food” (43%) and “I don’t get the same feeling of satiety” (30%)—also reveal a lack of knowledge in the mental model of what a salad is.

So if we start filling these gaps, correct the misunderstandings and prejudices of “the salad concept”, we might also change the experience of affordability and how people set priorities.

We also need to address the direct and personal positive experience of eating fruit and greens, rather than the risks of what would happen to our health and planet if we don’t.

Q: What are your main reasons when not choosing salad for lunch/dinner? (Multiple choices) 1.

I prefer warm food (43%)

2. I don’t get the same feeling of satiety (30%) 3. It’s expensive (23%) 4. It takes time (17%) 5. It’s not tasty enough (13%) 6. I don’t know enough good recipes (12%) 7.

It’s complicated (11%)

Q: How many ingredients does the salad you usually eat consist of?

1–2

19%

3–4

5 or more

56%

24%

17

RISING COSTS FALLING GREENS The cost-of-living crisis continues to affect countries around the world, and it influences our eating habits. 84% of the respondents in all seven countries in the study don’t eat according to WHO daily dietary guidelines, and one in four state that cost is the main barrier to follow the recommendations. A stat that sadly, but not surprisingly, has increased from 2023. As the figure rises, it continues to differ among countries. In Sweden 19% say that cost is most crucial for not eating their greens, while in Finland the corresponding figure is 40%.

WE CAN’T AFFORD TO EAT HEALTHY. REALLY?!

BYE-BYE GREEN OLD HABITS

More than one in four (28%) of those who don’t eat the recommended amount of fruit and greens state it’s because they can’t afford it. This number differs a bit between countries, but overall, it’s discouraging. Almost one in four also said that when they skip lunch, the main reason is to save money. Of all recipients, 38% state that they would swap a non-salad based lunch for a lunch salad if it was less expensive (in Finland 57%!). As a salad company we might not be able to influence the economic recession, but we can (and will!) challenge the perception that we can’t afford greens. Is eating healthy really that expensive? Compared to what? This study shows that over half of the recipients spend 30% or less of their food budget on fruit and vegetables. What happens if we stop seeing veggies as an expensive add-on to other food, and instead consider it to be a full (and suddenly rather cheap) meal in itself?

Let’s face it—an apple a day is now officially a thing of the past.

We can see that one in five respondents cut back on fruit and greens in order to save money during the cost-of-living crisis.

It varies quite a lot between countries though: the US stands out with the largest cut in greens (38%), and Sweden the smallest (11%).

Q: What are your reasons for not eating 400g fruit or vegetables per day? (Multiple choices)

13% OF ALL PEOPLE IN THE STUDY SPEND LESS THAN 10% OF THEIR FOOD BUDGET ON FRUIT AND VEGETABLES. TIME TO STEP UP THE GREEN GAME? Q: During the cost-of-living crisis, which food categories do you try to save on costs? (Multiple choices)

I can’t afford it

TOTAL

0

Fruit & vegetables

24%

17%

40%

21%

38%

20%

25%

20%

19%

11%

27%

27%

31%

38%

28%

5

10

15

20

25

30

35

40

TOTAL

20%

0

5

10

15

20

25

30

35

40 19

HEY POLITICIANS AND DECISION MAKERS: PAVE THE WAY FOR A GREENER DAY! The food systems shift clearly requires a personal effort from every single one of us, but we believe that the issue is bigger than the individual. So we asked people what they believe would help them change their eating habits for the better. And we got some interesting answers. Eat it, digest it (but not for too long) and ACT!

20

WANTED: STRUCTURAL CHANGE Driving change in eating habits on an individual level is clearly very much about helping people find their personal motivation.

It’s about changing the idea of “expensive greens” by making fruit and veggies both comparable in new food categories and as alternatives to other meal solutions. Alongside education and motivation, consumers need support from government and decision makers as well. It’s about people’s actual ability to afford fruit and greens. More than two-thirds (78%) of recipients in the study believe that reduced tax on fruit and vegetables would encourage them to make more healthy food choices in the grocery store. Higher taxes on junk food and red meat, as well as free fruit in school from an early age, are other suggestions for our decision makers to create incentives for us to eat more healthily. The shout out for governmental subsidies on fruit and veg is extra loud from the people aged 18-34 (82%) and families with children (83%).

Q: Which of the following initiatives do you think would make people eat healthier? (Multiple choices) 1. Zero tax on fruit and vegetables (68%) 2. Free fruit in school from an early age (57%) 3. Higher tax on junk food (37%) 4. Higher tax on red meat (18%) (P)RAISE THE TAXES ON JUNK FOOD The cost of not eating healthily and sustainably is already high, counting in the risks of lifestyle-related diseases and environmental impact. Now, more than 50% state that they would make healthier choices if the tax on junk food was higher. An even greater proportion, 59%, among young people (18-34) ask for a higher cost on junk food. Not every day we hear such a request, right?

Q: Would zero tax on fruit and vegetables encourage you to make more healthy food choices in the grocery store?

Q: Would a higher tax on junk food encourage you to make more healthy food choices in the grocery store?

Yes

TOTAL

0

Yes

76%

48%

81%

53%

80%

58%

72%

45%

79%

52%

76%

55%

77%

52%

78%

52%

TOTAL

20

40

60

80

100

0

10

20

30

40

50

60 21

FROM A SIDE THING

TO THE MA

We clearly see that fruit and greens is a food category where people are trying to save on costs. And, we also hear a loud and clear YES to the question whether they would buy/eat more fruit and veg if they were cheaper. Now listen to this: we have a solution, and it’s simpler than you might think. Switch instead of ditch—from meat based to more fruit and veggies—and save money. 74% of all recipients in all seven countries eat greens as an add-on to other food. If we change our eating behavior, letting veggies become the main thing instead of a side thing to a greater extent, we could boost the health of both people and planet. And save money at the same time.

22

Q: Would you buy/eat more fruit and vegetables if they were cheaper?

Yes (80%)

0

No (20%)

20

40

60

80

100

AIN THING Q: How do you eat vegetables?

Add-on to other food

(Multiple choices)

52%

91%

86%

58% 68%

60% 75%

TOTAL

0

74%

20

40

60

80

100 23

THE DEMOGRAPHY OF (UN)HEALTHY EATING HABITS Almost each and every one of us knows that eating fruit and veg is good for our health. But do we act on that wisdom?

Nope. And do we worry that our diet has a negative impact on our health? Yes. In fact, more than half of all respondents in all seven countries state that their diet is a cause for concern. Women (59%) and young people aged 18-34 (61%) more than others. Despite those worries, only 16% of respondents in all seven countries eat the recommended amount of fruit and greens every day.

Q: How often do you eat a salad for lunch?

THE TOP SALAD MUNCHERS The result show that 38% eat a salad for lunch at least a few times a week, but 11% never do. This differs between countries, where the US (53%), France (51%), and the UK (47%) are the top salad munchers, while Sweden stands out as most seldom eating a salad at least a few times a week (16%).

1-3 times per week or more

DOES MOULE FRITES COUNT AS SALAD? Belgians rank highest in saying they never eat salad for lunch (19%). We can also reveal a difference in eating behavior between generations. Gen Z (aged 18-34) eat a salad for lunch at least a few times per week to a greater extent (43%) than the Gen X/Boomers (aged 45-65) where 33% have a lunch salad at least a few times a week.

THE WORRYING KIND The study shows that those who prioritize price over taste, health and the environment worry more often about the impact of diet on their health. We also see that those who are concerned about their diet’s impact on health are more likely to try to save on different types of food in the cost-of-living crises.

Never

38%

19%

41%

8%

51%

8%

45%

11%

16%

11%

47%

13%

53%

9%

38% TOTAL 11%

-60

-50

-40

-30

-20

-10

00 5 10 15 20

Q: Do you worry that your diet has a negative impact on your health?

Yes 55% 58%

The French (64%) more often worry that their diet has a negative impact on their health, compared to the other countries, despite the fact that they are one of the top salad munchers.

64% 50% 40% 59% 62% 53%

TOTAL

0

10

20

30

40

50

60

70

80 25

THE UNEXPECTED BENEFITS OF EATING GREENS According to behavioral science, motivation is the strongest driving force in changing habits. And people are motivated by things that affect how we feel and experience our daily life. Ordinary stuff like sleep, sex and our relationships to other people. So, what does all this have to do with veggies? A lot, actually. Here are some real-life relatable stats that will probably change a habit or two.

Indulge and enjoy!

26

Those who eat their 400g fruit and veggies every day

Those who never eat their 400g fruit and veggies every day

100 80 60 40 20

72%

51%

73%

48%

90%

78%

85%

65%

0 Get enough sleep

Happy with their sex life

HEY SNOOZERS! TIME TO WAKE UP! Of those who eat the recommended amount of fruit and greens every day (400g), 72% feel they get enough sleep. 51% of those who never eat their daily veggies said the same thing.

Regarding sex life, almost three out of four (73%) individuals who eat the daily recommendation of fruit and greens report being satisfied with their sex life. Conversely, among those who never eat enough veggies, not even half (48%) say they’re satisfied with their sex life.

And what about relationships? Actually 90% of those eating their 400g of fruit and greens per day are happy with their relationship. 78% of those who never eat their daily greens state the same thing.

Overall, 85% of those eating fruit and vegetables according to recommendations said that they are satisfied with their life.

Only 65% of those who never eat the recommended amount of fruit and greens say the same.

Happy with their relationship

Satisfied with their life

DON’ T SLEEP ON YOUR VEGGIES! GO GO GO GEN Z—YOU’VE GOT THIS! Eating a salad for lunch every day seems to be a good thing that some peeps have caught onto more than others. 11% in Gen Z (aged 18-34) eat a salad for lunch every day, compared to the Gen X/Boomers (aged 45-65) where only 5% eat a salad for lunch every day.

27

WHAT’S THE DEAL WITH SKIPPING A MEAL? Three meals per day; breakfast, lunch and dinner, that’s standard right? But is it really written in stone? If not, how and why are we changing our eating habits? We can see that people sometimes skip meals to save money, due to lack of time, and for dietary reasons.

Is there a window of opportunity to offer a fast, affordable and healthy (GREEN) solution?

28

Q: What is the primary reason you skip breakfast?

Q: What is the primary reason you skip lunch?

Q: What is the primary reason you skip dinner?

1. I don’t have time (40%) 2. It’s not an important meal (30%) 3. To save money (15%) 4. Dietary reasons (15%)

1. It’s not an important meal (34%) 2. I don’t have time (28%) 3. To save money (24%) 4. Dietary reasons (14%)

1. It’s not an important meal (32%) 2. Dietary reasons (24%) 3. To save money (24%) 4. I don’t have time (19%)

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THREE, IS IT STILL THE MAGIC NUMBER?

DINNER IS SERVED—NO?

Let’s have a look into the traditional idea of three meals per day. 71% of all respondents in the seven different countries eat breakfast, a percentage that drops to 67% when focusing specifically on the age group of 18-34. The most consistent breakfast eaters are the Swedes, with 78%. Additionally, 82% of all respondents eat lunch every day, and an impressive 86% never miss their daily dinner (France 89%). But we also see a considerable group that is skipping one or more meals every day. If we understand why, could greens be a solution to the problem?

The lack of prioritizing is a reason for skipping dinner. Of those who don’t eat dinner, 32% think that it is not an important meal.

This is the main reason for skipping it, followed by dietary reasons (24%) and saving money (24%). As usual, the young people think differently, and say their main reason for not eating dinner is to save money (26%) and dietary reasons (26%).

Also, families with children stand out, stating that the primary reason for skipping dinner is to save money (28%), compared to those without children (20%).

Q: What meals do you typically eat?

(Multiple choices)

HOW TO DO IT

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Choose quick and easy options with fruits and vegetables such as ready-to-eat sandwiches, wraps, grab-and-go or selfserved salads. These choices are easy to compare with other lunch options in the same food category, showing salads can be both more economical and healthier than meat-based meals.

60 40 20 0

There are differences between countries. In France, the main reason is to save money (32%). In the US (33%) and in the UK (30%), dietary reasons are most important. In Sweden 57% consider it not to be an important meal. The same goes for Belgium (27%), Germany (33%) and Finland (38%).

71%

82%

86%

Breakfast

Lunch

Dinner

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PLEASE OUR TASTE BUDS PLEASE The Vegocracy Report 2024 consolidates an insight we got from last year’s report: the number one factor determining eating behavior is taste. Our previous report also stated that people didn’t link sustainable food with deliciousness. This year’s Vegocracy Report shows that only 22% think that tasty defines healthy food. In the US, the number drops to 15%. What other prejudices are there about green food? Let’s have a look.

Q: What is the most important factor when choosing your meal?

TASTE OVER PLANET—HOW FRESH IS THAT? Hands down. We all care for the health of our planet, but when it comes to buying decisions, our own health comes first.

And when choosing what to eat, taste buds are even more important than our health. A whole 41% say that taste is the number one factor when choosing their meal, and that priority goes for six out seven countries in the study. In Finland, 36% state that price is the main factor. We also see that more young people (age 18-34) prioritize the environment (5%) than elder 45-65 (2%).

So, what happens if people don’t consider healthy food a yummy alternative? Will it be impossible to change our eating habits? Interestingly enough, our study also reveals that 42% equate healthy with “fresh”, a number that rises to 50% in the US. Maybe it’s time to raise the greens as a fresh alternative to old and not-so-sustainable eating habits, rather than saying that greens are good?

Q: Which word do you think best defines healthy food?

Fresh

Tasty

21%

HOW TO DO IT

Kick off by pleasing those taste buds of yours first! When whipping up healthy and sustainable food solutions, make sure to satisfy your cravings. After all, when the taste buds are happy, the planet cheers along too!

23%

49%

18%

22%

24%

39%

24% 19%

45%

20%

28%

36%

14% 16%

48%

21%

15%

50%

0

3. Health (19%) 4. Convenience (13%) 5. Environment (3%)

Expensive

40%

TOTAL

1. Taste (41%) 2. Price (24%)

42%

23%

22%

20

40

20%

60

80

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LET’S REVEAL SOME GREEN PREJUDICE Meals must deliver on flavor. That’s a fact. But also on food budgets, busy everyday life schedules and a lot of other personal stuff that determines what kind of food is on the plate at the end of the day. On the following spreads we’ve summed up the reasons for not choosing a salad for lunch or dinner, what would nudge people to change their eating habits, and what would inspire them to try something new in general.

And guess what. The stats speak for themselves.

If we just help people change the mental picture of what a salad is and could be, the chances are high that we can help change eating habits as well.

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Q: What are your main reasons when not choosing salad for lunch/dinner?

Q: What would make you swap a non salad-based lunch for a lunch salad?

1. I prefer warm food (43%)

1. Less expensive (38%)

2. I don’t get the same feeling of satiety (30%)

2. More flavor (27%)

3. It’s expensive (23%)

4. Save time (22%)

4. It takes time (17%)

5. More ingredients (19%)

5. It’s not tasty enough (13%)

6. More fun recipes (19%)

6. I don’t know enough good recipes (12%)

7. That it was warm (17%)

3. Greater variety (26%)

7. It’s complicated (11%) WE SEEM TO LIKE IT HOT

A TASTY CHALLENGE

“I prefer warm food” and “I don’t get the same feeling of satiety” are the top two reasons in all seven countries, except for the US where “It’s expensive” is second after “I prefer warm food.”

However, who ever said that a salad couldn’t consist of warm food? That it could not give a feeling of satiety? That it needs to be complicated, take time and be expensive? Not us for sure.

Price is overall the most common incitement to nudge people into switching a non salad-based lunch for a lunch salad, especially in Finland where 57% said that they would choose a lunch salad instead of a non salad-based lunch if it was less expensive. US and UK people stand out asking for more flavor (US 34%, UK 36%) and the French want more ingredients (28%).

Sounds like a tasty challenge, doesn’t it?

US AND UK PEOPLE ASK FOR MORE FLAVOR AND THE FRENCH WANT MORE INGREDIENTS. SOUNDS LIKE A TASTY CHALLENGE, DOESN’T IT? 33

LOOKS MATTER, BUT INSIDE COUNTS TOO 29% find the look of the food the most important factor when it comes to trying something new. It has to look appealing, but we also feel a bit more comfortable exploring if the food contains something we recognize and like. And that’s one of the fantastic things about salad, isn’t it? With lettuce as a base, you can just add your favorite food, hot or cold, creating a personal piece of food art that makes your mouth water and your taste buds go bananas.

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Q: What would most likely inspire you to try something new when it comes to food?

Q: What is the most important factor when choosing your meal?

1. That the food looks appealing (29%)

Taste

2. That the food contains something I recognize and like (23%)

39% 34%

3. If I get to try it for free (20%)

35%

4. That someone I know tells me it tastes good (14%)

47% 52%

5. That the food smells good (13%)

37% 33%

HELLO GOOD-LOOKING That the food looks appealing is the most important factor to make people try something new in five of seven countries.

Trying new food for free seems to be more motivating for the Finns (27%), Belgians (27%) and French (26%), compared to all countries combined (20%).

41%

TOTAL

0

10

20

30

40

50

6

HOW TO DO IT

Remember, we eat with our eyes first, so make it a feast for all the senses.

Start with a crisp bed of fresh greens, then elevate your dish with your favorite ingredients (think bold flavors or maybe something with a kick!). Let your creativity shine and top off with crunchy, visually appealing toppings!

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FRESH FROM THE GLOBAL EXPERTS How do we change our eating behavior? Let’s see what our panel of global experts in food trends, economics and nutrition have to say on the subject.

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HANNI RUTZLER

BRADLEY RICKARD

SHARON PALMER

Hanni Rützler is one of Europe’s leading researchers in food trends and runs Future Food Studio. She is known for her ability to comprehensively perceive the changes in food culture and classify unnoticed changes. In her studies on the food of the future and its annual food report, she explores the changes in consumer culture and distinguishes sustainable food trends from short-term variations. Her annual food report is considered a strong voice in the debate and a guide for decision makers in the food industry.

Bradley Rickard is a professor of food and agricultural economics at Cornell University. His research has focused on food waste, analyzing purchasing behavior, demographic factors and geographical distribution to understand how consumer preferences and buying habits develop. Results from his research have been highlighted by various media outlets including The Wall Street Journal, The Economist, Washington Post, Buffalo News, and Freakonomics.com.

At Cornell University, he teaches a class called “The business of food”.

Sharon Palmer is a registered dietitian and nutritionist known for her expertise in plant-based nutrition. With over 20 years of experience in the field as well as an education in Sustainable Food Systems, she has established herself as an authority on plant-based nutrition and sustainability. She is founder of Food and Planet, a community where health professionals are leading a transformation in food systems for the well-being of our world, with a mission of empowering health care professionals to advance sustainable food systems. Sharon has never met a vegetable she didn’t like.

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FROM THE BIGGER PICTURE...

“WE HAVE A MOMENT IN TIME TO CHANGE OUR HABITS” BRADLEY RICKARD: As we can see in the survey report, people are particularly sensitive about the cost of food. The last three years we’ve seen some pretty crazy food inflation, that we haven’t seen in a generation. This has been really hard on consumers. The good news is that most indicators suggest that food inflation will ease considerably in 2024, across the board, so we are kind of returning back to more normal rates.

What’s even more interesting, or even better news, in 2024 they expect that food inflation will be lower, but it’s going to be more pronounced for the vegetable category than the dairy and the meat-based proteins, which might have a positive impact on vegetable purchases. This could also be a unique moment in time, to drive a change in eating habits raising the relative affordability compared to other food categories.

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“TIME IS ONE OF THE MAIN BARRIERS TO HEALTHY EATING” SHARON PALMER: Food cost was a big thing in 2023, and people want to eat healthy while trying to save money. Research in the US shows that plant-based diets are actually cheaper than meat-based diets, but people don’t perceive that. Another barrier to eating healthy is eating out. It’s almost impossible to eat the recommended amount of fruit and greens in a standard dish where you might get a lettuce leaf along with the beef.

Now people are staying home to save money, maybe that could be a window of opportunity to change eating habits towards more vegetable-based dishes. But then they need the knowhow, like simple recipes, meal prep inspiration and other fast and tasty solutions. But we could make fast options at home that also can be healthy, right?

“NO HEALTHY PEOPLE WITHOUT A HEALTHY PLANET” HANNI RÜTZLER: What will bring about a change in eating behavior is a combination of healthy eating and sustainability.

According to the opinion of many experts, this is the strongest solution we can expect for the next 10-15 years. There can be no healthy food and no healthy people without a healthy planet. We can’t put that much money into health, but if we invest the money in sustainable plant-based food systems, we also solve the health problem—and save the planet. That’s something we can agree on globally, but I think we need to take also into account the different food cultures. What we eat and what we don’t eat is always a part of our cultural identity. But food is also closely linked to the respective living environment—families with children eat differently to families without children, etc. A variety of approaches are needed to initiate this change.

...TO DAILY LIFE...

“KIDS THAT ARE EXPOSED TO GREENS ARE MORE LIKELY TO EAT MORE VEGETABLES” SHARON PALMER: My experience is that one of the biggest nutrition things that people are looking for right now is fresh food. Taste is always king, but people also start to think that delicious should be healthy. These are not two separate things anymore. As we also see in this study, more people worry about their health, and health is also getting more important when choosing our meals. At the same time, the study reveals that almost one in three families with children who don’t eat the recommended amount of fruit and greens say it’s because they can’t afford it.

There is research that shows that the more kids are exposed to greens, even just sitting at the table watching mom and dad eating greens, the more likely they are to eat more vegetables.

This is something that we have to work with. People think that eating fruit and greens as kids brings benefits later, but it actually has benefits now. We are seeing children with cardiometabolic risk factors, high cholesterol levels in their first decade of life, meaning they’re already getting set up for heart disease. And it’s not only about diseases. There are so many studies showing a correspondence between vegetables and emotional health, which also aligns with your study that shows some interesting health benefits of eating greens.

“CLEARER DIRECTIONS AND MORE FUN” BRADLEY RICKARD: I think there are a lot of people that know that they’re supposed to eat veggies, which we also see in this study. But for various reasons, cost, convenience, taste, price, they just don’t do it. It’s one thing to tell people “you need to eat more greens, you’re not eating according to dietary guidelines.”

Another thing to say how to do it, and many people respond better to that. Eating a salad for lunch is a great example, giving them directions. Like Dry January, it’s a totally different thing than to tell people “don’t drink so much” or “only two glasses per day.” People don’t respond to that. We need to redirect people’s habits by providing clear directions and fast and healthy solutions. Make it a challenge, make it fun, and help people discover the advantages themselves. People are not looking for what to do, what they already know, they are looking for how to do it.

“MAKE YOUR FAVORITE FOOD A PART OF YOUR SALAD” HANNI RÜTZLER: Traditionally when we are talking about healthy and sustainable food, we focus on problems. We want to cut out on meat, or skip gluten or fats. We are only telling people what not to do, and that’s not very helpful. This study also shows that a large proportion of recipients state the lack of meal preparation inspiration as the main reason for not eating the recommended amount of fruit and greens. I think it makes sense to meet people where they are. Ask what’s your favorite vegetable, what’s your favorite food, how can you make this food as part of a salad or a vegetable-based dish?

This also aligns with the result of the study, that people are inspired to try something new if the food contains something they recognize and like.

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...AND FINALLY SOME POSSIBLE SOLUTIONS. “THIS IS WHERE A SUBSIDY FOR FRUIT AND GREENS IS MOST EFFICIENT” BRADLEY RICKARD: I’m not convinced that taxes in general are the right solution if you don’t target them right. When you generally tax junk food for example, the people who end up bearing the brunt, are poor people who eat a lot of junk food. Their habits can’t be changed that fast, despite higher prices. On the flip side, a subsidy for fruit and vegetables sounds wonderful, but the risk is that it would favor people who already eat lots of fruit and veg. I think that those subsidy dollars or euros would have a much bigger effect if they were directed towards research and development in the breeding community. Developing new varieties of fruit and greens would lead to reduced cost of production, higher quality, better taste, more sustainability and higher micronutrient content. These are the things that could really affect affordability, accessibility, quality, price and taste for consumers—things that really would motivate people to change their habits and eat more fruit and greens in the long run.

A greater variety would also allow people to move up and down in the fruit and green category when their private economy is changing, instead of cutting out fruit and greens totally, as we can see in this study that people do.

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“INTUITIVE EATING VS STRICT GUIDELINES” SHARON PALMER: It’s a mainstream understanding that you should eat you fruit and greens, but people don’t know how to put these on their plate. And when they search for nutritional advice, it’s often contradictory and perceived as unreliable, as with many other “facts” on the internet.

Perhaps as a result of that, we can see this big “Intuitive eating” movement right now, where we even have dieticians basically telling people that we’re too restrictive and too hung up on nutrition; just listen to your body and it will tell you what to do. This is a complete opposite message to how it used to be; it’s controversial and it’s not helping people find health. Then we have on the other side, this almost purist movement, where people are so obsessed with healthy eating that the obsession becomes unhealthy itself. I believe the overall solution is to talk about how to eat healthfully in a realistic, mindful way. Tell people about all the good things they can have with a healthy lifestyle, like better sleep, relationships, and sex life.

”FROM SIDE DISH TO MAIN DISH” HANNI RÜTZLER: In German-speaking cultures, vegetables are traditionally seen as a side dish—as an accompaniment to a meat dish.

Vegetables and salad revolve around meat like Earth and moon revolve around the sun. In the younger parts of our society, however, the balance is slowly shifting. Meat is moving to the periphery, and vegetables and salads to the center. This is part of the solution: instead of trying to reduce the proportion of meat, we need to increase the proportion of plants in our meals and make them more attractive in culinary terms.

So it’s not about eliminating the steak or the Wiener schnitzel. That would be seen as too much of a threat. It’s more about a mental change, a reassessment of the role of plant-based foods. In other words, an evolution of the respective food culture toward more plant-based dishes.

This could mean new vegetable dishes with meaty side dishes, salads with meat toppings, or the emancipation of side dishes to become main dishes in their own right. There are many different ways of doing this and it takes a lot of innovation and creativity to satisfy the various tastes and requirements.

SHARON PALMER

1 2 3

THREE STEPS TO START CHANGING YOUR EATING BEHAVIOR Start with what’s familiar . Everybody knows what their favorite foods are. Take those recipes and load them up with more veggies!

Realize that time is not the barrier. There are easy solutions! You can buy pre-chopped vegetables, ready-to-eat salads, or frozen veggies (which are often equally nutritious).

Get rid of the ”meat-as-the-center-of-the-plate” idea.

We typically put a large piece of meat on the plate, which crowds out healthful vegetables. Try more mixed dishes, such as pasta, stir-fry, and casseroles as a better solution to working in more plants.

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WHERE THERE IS A WILL, THERE IS A WAY.

IT’S TIME FOR A CHANGE After almost two years of recession and a staggering rise in food inflation unseen in a generation, this year’s Vegocracy Report 2024 underscores the critical role of cost in people’s food choices. We also see it’s a matter of priority. And priorities matter. For different reasons, many lack the motivation to meet the recommended daily intake of fruits and vegetables. To us, it’s an opportunity! We want to redefine the salad’s image, making it as tempting as non-vegetarian dishes and highlighting its affordability. Imagine spreading the word about the amazing perks of eating greens—for both body and mind. Who wouldn’t grab a carrot for a better night’s sleep or a steamier sex life?

Our annual reports are serious attempts to investigate the implications that the diet has on the health of both people and planet, as well as to find out how to drive change in eating behavior. This must be done on a personal level but also with the help of government and politicians.

As part of the food industry, we’re fully committed to driving the change we all need.

We’re in it to spark discussions, inspire more green munching, and ensure our food chain is sustainable every step of the way. But in the end, it all boils down to motivating and cultivating new eating habits in order to democratize healthy food. And where there is a will, there is a way.

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