Over the past ten years, the European food landscape has been reshaped by evolving consumer attitudes toward key issues such as GMOs, alternative proteins, and animal welfare. At Biosafe, we’ve had a front-row seat to these changes, witnessing how consumer opinions have influenced not only product development but also regulatory approaches.
This article delves into the evolution of consumer attitudes in the European Union, exploring key themes like genetically modified organisms (GMOs), alternative non-animal foods, animal welfare, and the polarisation of opinion. How have consumer concerns and priorities transformed over the last decade, and what does this mean for the future of food safety and production?
Early Trends: A Shift Toward Sustainability and Health
In the early 2010s, European consumers were largely concerned with food safety issues, particularly chemical contamination such as pesticides and heavy metals. Health and nutrition were also top of mind, with consumers favouring products that offered clear benefits for personal wellbeing. However, the rise of environmental awareness, largely driven by the media and scientific reports, began to shift the narrative. Consumers started demanding more sustainable options, particularly those that addressed concerns over climate change and biodiversity loss.
By 2014, alternative proteins—such as plant-based meats and dairy substitutes—had gained traction, driven largely by Millennials and Gen Z who prioritised sustainability and health over cost. The growing availability of plant-based options began to change the grocery store shelves across Europe.

According to the 2022 Eurobarometer survey by EFSA, when food safety is a factor, there is no single concern that predominates in all EU countries. However, there are three issues that surface most frequently in 20 EU Member States or more, when asked unprompted to think about problems or risks associated with food and eating: pesticide residues in food (40%), the misuse of antibiotics, hormones and steroids in farm animals (39%),and food additives (36%). Compared to
2019, there have been some changes in levels of concerns for some of the food safety topics tested in the survey. This is particularly the case for microplastics found in food (+8 percentage points), where the proportion expressing concern has increased in 25 of the 27 EU Member States. By contrast, concerns for environmental pollutants in fish, meat or dairy registered the largest decrease across the EU (-9 pp).
Economic Considerations and Impact on Consumer Choices
The economic landscape has played a significant role in shaping consumer food choices over the last decade. Rising costs of living and economic uncertainties have led many consumers to prioritise affordability alongside sustainability and health. According to the
2022 Eurobarometer on Food Safety in the EU, affordability had become the leading consideration for 54% of European consumers when purchasing food. The challenge for food producers has been to provide nutritious, safe, and sustainable products at a price point that remains accessible. This balancing act is critical, as economic factors continue to weigh heavily on consumer decisions, influencing both the demand for alternative proteins and the acceptance of novel food technologies.
The Rise of Non-Animal Proteins and Animal Welfare
In parallel with growing environmental awareness, consumer interest in non-animal proteins has surged. This shift is closely tied to concerns over animal welfare. As consumers became more informed about the environmental and ethical impacts of factory farming, the demand for cruelty-free and sustainable protein alternatives increased. Today, a broader variety of products—including mycoproteins like
Enifer’s PEKILO®, precision fermentation-derived proteins like
Solein by Solar Foods, and even cell-cultured meat—are gaining traction. We are still waiting for several novel protein products like PEKILO and Solein to enter the European market with several authorisations pending.
Meat grown from animal cells (known as lab-grown, cultured or cultivated) aims to eliminate animal suffering while still delivering meat's taste and texture. It could slash the water consumption and greenhouse-gas emissions of the livestock industry (around 12% of the global total). Despite the Netherlands paving the way in 2023 by allowing cultivated meat tastings, many European consumers remain unconvinced, finding the concept "unnatural." A
note from the Italian, French and Austrian delegations to the agriculture and fisheries council on January 23rd 2024 claimed the lab-grown variety threatens the “very heart of the European farming model”. They managed to corral eight other delegations in support. Already, hybrid products are available in small quantities in Singapore, Israel and America, but convincing sceptics of the benefits of lab-grown alternatives will be a major challenge for the industry moving forward.
Growing Acceptance of GMOs: A Changing Narrative
The conversation around Genetically Modified Organisms (GMOs) has evolved considerably over the past decade. Once a major source of anxiety, with fears rooted in concerns about unnatural modifications and long-term health effects, recent years have seen a decline in consumer apprehension.
By 2022, concerns about GMOs had decreased significantly compared to earlier years. This change can largely be attributed to improved transparency from regulatory bodies and greater trust in science. As understanding grew, many Europeans began to see GMOs not as a threat but as a potential solution to global challenges like food security and climate change.
Today, European consumers are more open to the potential benefits of GMOs, particularly when tied to sustainability goals, such as reducing pesticide use or improving crop resilience. However, there are no GMO products in the European market. Impossible Foods is expected to be one of the first after submitting their application in 2019.
Transparency and Trust: The Role of Science and Regulation
Trust in science and regulation has grown steadily over the past decade. In 2022, trust in scientists
reached 82%, reflecting a widespread belief that science can be trusted to ensure food safety. Similarly, consumer confidence in EU food regulations has risen, with 66% trusting EU institutions in guaranteeing food safety. The role of food safety authorities and specialists has become increasingly central as consumers turn towards reliable sources amid the complexities of a changing food system. The report highlights that 78% of Europeans would change their food preparation or consumption behavior following a food poisoning incident if advised by authorities.
Interestingly, information sources have shifted as well. While television remains a leading medium, younger generations are more likely to turn to social media for food safety updates. This generational divide presents opportunities for authorities and brands to engage with consumers through diverse channels.
Sustainability as a Key Driver
In the last decade, sustainability has emerged as a key driver of consumer choice. The desire to make an impact through consumption has led to a boom in demand for transparent, locally sourced, and environmentally friendly products. This trend has bolstered interest in fermentation-based foods and precision fermentation, which offers an alternative way to produce animal proteins like whey and casein without the environmental footprint of traditional dairy farming.
Consumers appreciate its potential for creating cruelty-free, environmentally friendly alternatives to traditional animal-based products. Sustainability means more than just eco-friendly packaging; it involves a holistic approach to preserving nature, from sourcing to production. This expectation has pushed companies to innovate—both in product development and in how they communicate their environmental credentials.
Health and Taste innovations
Today, consumers are more health conscious. Consumers are increasingly looking for products that not only maintain health but also enhance it. The "food as medicine" concept has gained traction, with many consumers seeking products that offer functional health benefits beyond basic nutrition.
Despite the focus on health, the enjoyment of taste has not disappeared; consumers still expect delicious yet healthy products. The emergence of hybrid products, such as Impossible’s burger, combines the benefits of plant-based foods without sacrificing too much taste and texture. Many alternative protein companies have faced similar challenges but have reached the point of commercialisation through product development.
Results from the 2022 Eurobarometer showed that close to 46% of Europeans were equally concerned about food safety and having a healthy diet, 31% were more concerned about having a healthy diet and just 21% were more concerned about food risks.
Polarisation of Opinion: Navigating the Divide
While there is a general move towards acceptance of scientific advancements, the food landscape is not without division. Polarisation of opinion is evident, particularly when it comes to new technologies like cell-cultured meat and GMOs. While some consumers are eager to embrace innovations for their sustainability potential, others are hesitant, prioritising what they perceive as naturalness and tradition.
The cost of food is weighing more heavily on Europeans today than a few years ago, becoming the main factor influencing food purchases, followed by taste. Close to half consider food safety important too, and 41% of EU citizens take for granted that the food they buy is safe. Economic factors play a significant role in consumer decision-making. By 2022, affordability had become a leading consideration, often competing with sustainability and health as a priority. The challenge for food producers, therefore, lies in balancing affordability with safety, sustainability, and quality—a balancing act that is likely to shape the next decade of food innovation.
The Role of Technology and Future Outlook
As we look ahead, the role of technology in shaping food production and consumption will only grow. AI, for instance, is playing an increasing role in personalised nutrition, diet, eating habits, and food safety. Companies are beginning to leverage AI to provide personalised dietary recommendations, track health goals, and even optimise food production processes to minimise waste and enhance safety. The future of food will also likely involve the expansion of precision fermentation, alternative proteins, and more transparent food systems.
As consumer opinions continue to evolve, so too must the food industry. The last ten years have seen tremendous growth in the acceptance of novel foods, alternative proteins, and sustainability as core values in the European food market. While challenges remain, especially in addressing consumer scepticism, the future of food is poised to be more ethical, sustainable, and innovative than ever.
Preparing for the Next Decade
At Biosafe, we are proud to continue our work at the intersection of consumer demands, scientific innovation, and regulatory excellence. Over the last decade, we have evolved alongside the industry, and we remain committed to helping companies navigate the complex regulatory landscape as new food technologies emerge.

How Biosafe Can Help
With our in-depth understanding of the EU, US, and other regulatory environments, Biosafe can help you navigate the complexities of the global biotech market, ensuring your products are safe, compliant, and ready for consumers worldwide.