Eating healthy and sustainably is easier said than done—but what really makes it possible for Europeans to stick to better food habits? The FEAST project explored not just what people eat, but what helps them eat well and what gets in the way.

Personal Motivation: The Power of “Why”
For many Europeans, the strongest driver is deeply personal: a desire to improve their own health. When people have clear personal goals, like feeling better, it gives them a strong push to choose healthier foods. Knowledge also plays a big role—understanding what makes a diet both healthy and sustainable gives individuals the confidence to make better choices. And having access to healthy options in the places where people shop or eat daily makes sticking to these choices much easier.

Social Support Matters
Humans are social creatures, and the eating habits of people around us matter more than we might think. Sharing meals with family or friends who prioritize health and sustainability can encourage similar behavior. Many Europeans feel guided by the expectations of those important to them, while broader influences like social media, campaigns, or official guidelines are much less influential. Simply put, personal connections often have more impact than external pressure.

Information and Tools Can Help
Learning about sustainable and ethical production practices also motivates people to pick foods that are better for the planet. For those already leaning toward healthier diets, these supports act like a gentle nudge, turning good intentions into everyday habits. Practical support—like menu guides, apps, or food scoring systems—can make healthy choices feel achievable.

What Gets in the Way?
Even motivated individuals face obstacles. The biggest challenge is often cost—healthy and sustainable foods can feel out of reach for many. Availability matters too; if fresh or ethical options aren’t nearby, choosing them becomes difficult. Daily life complicates matters as well: busy schedules, irregular work hours, and the habits of people we eat with can all make it harder to stick to healthier patterns.
Other barriers are more personal: letting go of favorite foods, struggling with willpower, or facing foods that feel unfamiliar can make the journey tricky. Even lack of knowledge or confidence in preparing healthy meals plays a role. Interestingly, these challenges affect all demographics, though age and perception of affordability can change how strongly they influence choices.

Facilitators vs. Barriers
Early findings show that what helps people eat well is slightly to have more impact than what blocks them. Personal motivation, social support, knowledge, and practical tools make it easier for people to adopt healthy and sustainable habits. Barriers like cost, time, and taste preferences can slow progress, but individuals with stronger motivation and access to supportive environments often overcome these challenges.

On to the Next Step!
This is the third post in our FEAST series. Next, we’ll explore the potential interest in food policy to shape a healthier and more sustainable Food System. Stay tuned to discover Europeans position regarding the food policies that could bring about change!