Ever wondered why we eat what we eat? According to literature, food choices are more than personal preference—they are a decision-making process influenced by what’s available, affordable, and familiar, as well as by personal attitudes, beliefs, social networks, and culture. 

Accessibility and Affordability  

Simply put, if healthy and sustainable foods aren’t available near home, work, or schools—or are too expensive—people are less likely to eat them. Higher incomes often allow wider access to nutritious options, while lower-income groups face price and availability barriers. Long commutes or multiple jobs can make healthy eating even harder. Yet studies show that even modest changes in diet can improve health and reduce environmental impact across all socio-economic groups without increasing costs. Community gardens, workplace initiatives, and schools can help bridge this gap. 

Attitudes, Beliefs, and Motivation  

Self-motivation, discipline, and altruistic concern can drive healthier choices, while impulsive behaviour or lack of willpower can hinder them. Research highlights an intention-behaviour gap: good intentions alone aren’t enough to create lasting change. Adopting new habits, exploring new flavours, and learning to plan meals are key steps toward better diets. 

Awareness, Ethical Values, and Food Literacy  

Awareness of health risks, environmental impact, and animal welfare motivates action. But knowledge alone isn’t enough—people also need cooking skills, meal planning abilities, and confidence in navigating food labels. Food literacy helps set a standard for nutritious, sustainable choices and makes it easier to integrate healthy habits into daily life. 

Social and Cultural Influences  

Family, peers, and social norms shape what and how we eat. Parents passing on healthy habits, friends encouraging better choices, and cultural traditions around taste and meals all affect behaviour. Marketing and media also influence preferences, highlighting the need to reshape social norms alongside providing information. 

Tracking Progress with Indicators  

FEAST proposes 27 indicators to monitor the occurrence of influencing factors in the healthy and sustainable eating among Europeans, dealing with: 

• Access to healthy foods for older adults and young people 

• Affordability for families and low-income groups 

• Knowledge, cooking skills, and confidence (food literacy) 

• Awareness of health and environmental benefits 

• Social support and cultural acceptance 

Information Sources and Digital Media  

Family, friends, online resources, and supermarkets are the most commonly used sources for food information. Digital media is especially powerful: social media and apps can nudge behaviour, provide social support, and spread health-promoting norms. Platforms like Instagram, TikTok, and Facebook can target young adults and influence dietary habits, though attention is needed to reach adolescents and lower-income groups effectively. 

Why the process of food choice matters 

By understanding what drives and hinders food choices, Europe can support healthier, more sustainable diets for everyone. Policymakers, health professionals, educators, businesses, and citizens all have a role to play by creating supportive environments, offer healthier and sustainable options, and make conscious choices every day. 

By working together, we can transform diets across Europe, improve public health, and protect the planet. Change is possible—one meal, one decision, one action at a time.