EU consumer awareness of food safety and healthy diets: Are there synergies to benefit a sustainable protein transition?

This paper aims to gain more insight into potential synergies between food safety and healthy diets with a sustainable protein transition (i.e., reducing protein over-consumption and replacing animal protein with plant protein) in the EU. The paper is based on a systematic analysis of the survey on food safety, organized by the European Food Safety Authority (EFSA) as part of Eurobarometer wave 97.2 (Spring 2022). Consumers responded somewhat differently to the survey items on chemical contaminants in food than to those on biological hazards in food, plant health and animal health and welfare. They were somewhat more aware of and concerned about the former than the latter. They also had different ideas on the most important healthy diet items. Cluster analysis identified five clusters who, inter alia, focused on conventional options (e.g., eating fewer calories) or the protein replacement options. Multilevel logistic regression analysis showed that food safety awareness and concern variables, explicitly including farm animal welfare, were somewhat stronger associated with the protein replacement cluster than with the conventional cluster. Hence, synergies between food safety and healthy diet issues may stimulate the replacement (not reduction) aspects of a sustainable protein transition. The Discussion suggests that further research should investigate how improving the quality of a week menu with a high diversity of protein sources can help to promote the reduction of over-consumption.