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Healthy Eating Global Study

International Research Study

Healthy eating is increasingly gaining importance in consumers’ life worldwide.  After conducting an exploratory qualitative study, GLOBAL decided to dig deeper into the findings, understand attitudes towards healthy eating and highlight differences in consumer motives for a total of 8,000 respondents, across 16 countries in 4 continents. 

The project was designed and managed by GLOBAL LINK.

Research Objectives

The areas examined include:

  • Attitudes / habits towards healthy eating
  • Trends within healthy eating
  • Opportunities and threats
  • •Differences between t demographic groups
  • •Differences between countries and regions


Among the insightful results that stand out are:

  • Stress, hypertension and gastrointestinal problems are the most widespread conditions that could be addressed by healthy eating.
  • Healthy eating is mainly perceived as: More fruits and vegetables, having a well-balanced diet and eating fresh
  • Main motives for healthy eating are: Long term health protection and feeling better / more energetic
  • Internet is the main source of information
  • The main nutrients source for better health are: Vegetables, fruits and water.
  • There is an overwhelming tendency to avoid sugar, to a large extent substituting caloric beverages with water
  • Taste, health and price are the main purchase determinants.  

The study was presented in a parallel meeting during the 2019 ESOMAR Conference in Edinbrugh and generated considerable interest. It also provided valuable insights to leading food and beverage clients  subscribing in the study.


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