A new study released today by the European Institute of Innovation and Technology (EIT) Food Consumer Observatory at the 2023 Future of Food Conference in Brussels, Belgium, reveals that the majority of Europeans would welcome an international eco-label on food products to help them make more sustainable purchasing decisions.

The study of 10,000 consumers across 18 European countries found that more than two-thirds would embrace a universal label signaling the environmental impact of food products. Only 13% indicated they would be unlikely to use such a label.

The packaging’s recyclability, animal welfare and pollution and use of chemicals and fertilizers were the areas that consumers most wanted to see covered by an eco-label (90%, 89% and 88%, respectively).

Meanwhile, only a third of Europeans believe their government is transparent about regulating sustainability labels on food, and two-thirds believe food brands pretend their products are more sustainable than they are.

The EU is addressing greenwashing concerns and setting higher standards for companies that make vague, partial or false claims about their ecological impact. The “Empowering Consumers for the Green Transition” directive — if approved by the European Parliament — will require brands making claims like “carbon neutral” or “green” to provide sufficient evidence.

According to Klaus Grunert, professor at Denmark’s Aarhus University and director of the EIT Food Consumer Observatory, the new research makes clear that consumers want to be better informed about the ecological footprint of their food through a universal, independent and factually substantiated label.

“Introducing such a label — and ensuring that all eco-labels include clear and concise information — could be the best way to empower consumers to make informed choices about how what they eat impacts the planet,” he says.

Source: Food Ingredients First