A new policy paper by think tanks Agora Agriculture and IDDRI has highlighted how shifting from individual responsibility to demand-side food policies could help create healthier and more sustainable food systems in Europe.
The paper notes that current food policies rely largely on the individual responsibility of consumers, with a focus on education and information. It claims that this is only effective if the availability, affordability, and appeal of healthy and sustainable options are also addressed; in other words, the focus should be on shaping food environments.
With the help of a literature review and case studies from 11 European countries, the paper describes demand-side food policies that have already proven successful. For example:
- Sweden has provided a legal entitlement to free school meals for decades, complemented by health and sustainability criteria in public procurement.
- Denmark supports the production and consumption of plant-based foods.
- In the Netherlands, public-private partnerships and campaigns addressing social norms have significantly reduced food waste.
- Spain has reported positive outcomes from a temporary zero percent value-added tax (VAT) on fruits and vegetables.
- The UK is addressing childhood obesity with a soft drink levy, along with restrictions on television and digital advertising of foods high in fat, salt, and sugar.
The role of EU policy
According to the report, demand-side policies remain underdeveloped on the EU level and in EU member states. There is also a lack of coordination across key areas such as the environment, health, the economy, and social policy.
The authors say national food strategies could be a promising tool for developing demand-side measures tailored to each country’s context. They also argue that EU-level action could provide helpful regulatory measures, such as a common labelling framework to ensure a level playing field across the single market and supportive mechanisms to incentivise governments to develop and strengthen demand-side food policies.
“EU policy plays a key role in helping countries to improve their food policies,” said Stephanie Wunder, co-author of the study and Team Lead Sustainable Diets at Agora Agriculture. “For example, a dedicated EU platform could enable national governments to exchange best practices on policies that build fair food environments and accelerate action — just as the EU Platform on Food Losses and Food Waste has successfully done.”
