An Arla Foods-backed study has found that 66% of consumers in the UK, Denmark, Sweden and Germany do not see nutrition as part of sustainable diets. Moreover, half (49%) of the 8,000 consumers surveyed feel confused about how to eat sustainably and 52% state that they would like more information. 

The findings suggest that more consumer education is needed to promote sustainable diets while relieving micronutrient deficiencies in “nutrition blind” consumers.

 Public health nutritionists like Judy Buttriss, who was formerly director general of the British Nutrition Foundation from 2007 to 2021, warns that consumers’ weighty attention on carbon footprint, biodiversity, packaging and animal welfare could have “unintended consequences on our health.”

“It’s great that we continue to grow our awareness of how food production and our diets affect the climate and nature. However, this research shows that many people tend to overlook the other determinants of sustainable diets, especially nutrition.”

Nearly two-thirds of consumers say they try to make sustainable food choices whenever they can. However, only 34% say that they associate nutrition with sustainable diets, reveals the survey.

“We need to bring nutrition back into the conversation about sustainable diets,” Buttriss adds. 

WHO estimates about 20% of the two billion people globally suffering from hidden hunger are Europeans.Hidden hunger persists
The Food and Agriculture Organization of the UN (FAO) defines a sustainable diet as one that considers both the environmental impact and the nutritional value of the diet.

While more than half of the European population is overweight and every sixth person is obese according to the World Health Organization (WHO), about 20% of the two billion people globally suffering from “hidden hunger” are Europeans.

Hidden hunger refers to low intakes of vitamins and minerals and exists in both developing and developed countries, often seen in combination with obesity. 

“People at risk of micronutrient deficiency might not realize it. If your diet is poor, you can still get your energy from the macronutrients such as carbohydrate and fat,” explains Lea Brader, nutrition scientist at Arla Foods.

“However, you don’t necessarily get sufficient amounts of micronutrients such as iron, zinc, calcium, iodine, vitamin A, B vitamins and vitamin C. This is why micronutrient deficiency is called ‘hidden hunger’.” 

In the UK, the National Diet and Nutrition Survey has documented a general decline in intake of some vitamins and minerals over the period from 2008 to 2017, particularly in adolescents. 

For example, the survey shows that approximately every fifth teenage girl and about every seventh teenage boy in the UK has a low intake of calcium, vitamin B2 and iodine.

The UK government continues to take action to fight the burden of childhood obesity. 

The survey found 58% of consumers associate environmentally friendly and 52% associated locally produced with sustainable diets.Looking to federal food guidelines
Lea Brader advises: “With tons of information in the public domain that may or may not be scientifically validated, it can certainly be difficult to decide on what to eat to stay healthy and live sustainably. A good place to start is to follow your national dietary guidelines.”

Official dietary guidelines promote diets that are nutritious, accessible, affordable and culturally acceptable. More and more countries have started to also include consideration of the climate impact of the food as well as food waste issues.

Lea concludes: “It’s very positive when 69% of consumers in the survey say that they understand what the official recommendations for a healthy and balanced diet are in their country. 

“Basically, we should include much more vegetables, fruit, legumes and whole grains and complement it with dairy, eggs, fish and smaller amounts of meat. If everyone decided to live by these guidelines, we would be well on our way to eating sustainably as a nation.”

However, almost 90% of European consumers over the age of 15 are failing to eat adequate amounts of fruit and vegetables, according to a report last week by Eurostat, the European Commission’s (EC) statistical office. 

Further findings 
The Arla Foods-backed survey was conducted by YouGov. Other insights revealed that the majority associate environmentally friendly (58%) and locally produced (52%) to be features of sustainable diets.

The survey results come as Innova Market Insights reveals that consumer attention toward the planet has overtaken personal health priorities. 

Earlier this month, Unilever called for better plant-based diet public health strategies as interest in sustainability increases.