Increasing demand for healthy and sustainable diets

To effectively promote healthy and sustainable diets, a comprehensive set of implementation measures is required. The combined application of strategies, such as pairing food pricing schemes with targeted information campaigns, can enhance their overall impact. Importantly, all interventions must be carefully tailored to local contexts to maximize effectiveness. Measures include:

• Promote traditional foods and diets, including non-threatened species that are neglected or underutilized:
  • Carrying out public awareness campaigns to raise consumer awareness of traditional foods, dishes and diets, and of good nutrition associated with traditional food cultures. Such campaigns should be developed in an inclusive, participatory, and culturally-sensitive process with holders of the cultural traditions. Traditional foods and diets are local and often more biologically diverse and nutrient dense. This can shift demand to fresher and more diverse foods from local and regional food systems.
• Promote Biodiverse Diets for Improved Health and Sustainability:
  • School environments, through education and feeding programs act as an essential entry point. For example, public procurement that sources local produce from small-scale farmers, known as home-grown school feeding (HGSF), can solve multiple problems at once as a 2022 assessment of HGSF programs in 12 countries in Latin America and the Caribbean found evidence of healthier eating habits, improved dietary diversity, and enhanced school enrolment, increasing students’ productive potential later in life. HGSF approaches can also incentivize biodiversity cultivation through shortened supply chains- In Busia County, Kenya, the HGSF approach was piloted to diversify diets with locally sourced Indigenous vegetables and preliminary evidence indicates that this approach positively influenced dietary diversity in school meals, encouraged the cultivation of neglected and underutilized species, and improved economic and social outcomes for producers.
  • Organize workshops to raise awareness about the critical links between biodiversity, food, nutrition and health.
  • Highlight ongoing activities and successful examples that integrate biodiversity into food and nutrition systems.
  • Facilitate knowledge exchange among policymakers, farmers, researchers, and community stakeholders.
• Design specific financial incentives and taxes:
  • Financial incentives for producers such as subsidies for farmers can improve the affordability of nutritious foods. This support may increase affordability at various levels including production, retail and catering. At the consumption level, measures such as vouchers for fresh foods make healthy foods easily and directly accessible for consumers.
  • Financial disincentives like taxes that decrease the affordability of foods and beverages high in fats, sugar and salt, have shown to be effective and are needed to complement policies targeting consumers.
  • Fiscal measures (e.g., progressive taxation) should prioritize basic public services, using available resources to equitably support the populations that are most affected by malnutrition and food insecurity, while also addressing the root causes of inequality.
• Implement changes in retailing and food service practices:
  • Promote Corporate Social Responsibility (CSR) disclosure.
  • Common marketing strategies, such as the “four P’s” of marketing – product, placement, price, and promotion – can be applied within food service and retail to increase the sale of nutritious, diverse and sustainable food items in stores, for example by:
    • Placing nutritious food items at prime locations (e.g. checkout aisles or end-of aisle displays) and/or at eye level.
    • Promoting nutritious food items through in-store marketing strategies and in-store nutrition education programmes (e.g. coupon or loyalty programmes or cooking demonstrations).
    • Using differential pricing for healthy food at the retail level, which can incentivize increased consumption of healthy foods.
  • Government or community-based subsidies can incentivize retailers to carry more diverse and nutritious foods, especially in underserved areas where access might be limited, such as neighborhoods with limited access to nutritious foods and high rates of obesity.
  • Government subsidies can incentivize retailers to carry foods that are produced under sustainable animal welfare guidance.
  • Using zoning ordinances to limit proximity of retail outlets that sell low-nutrient, high-calorie foods (i.e. fast-food restaurants and other establishments) close to schools, parks or youth centres.
  • Replace low-nutrient, high-calorie foods and beverages with healthy alternatives in public institutions like schools, retirement homes, and hospitals.
  • Create incentives and rules to reduce trans-fat and salt in food service outlets.
  • Market and increase access to locally grown foods. Grocery stores and supermarkets can tap into this demand by selling and marketing products from local growers, wholesalers and food hubs in their region. See Agriculture in urban and peri-urban areas.
  • Market and increase access to foods produced under sustainable animal welfare guidelines (e.g., minimum space requirements for livestock).
  • Partnerships with existing efforts on healthy diets (e.g. academic institutes, marketing firms, nonprofit organizations and public health departments) to develop strategies to enhance consumer awareness through the promotion of sustainable, healthy habits at retailer level (e.g. in-store signage, cooking demos or collaborations with local nutritionists).
  • Moreover, support initiatives that bring fresh produce directly to communities, such as community gardens, farmers’ markets or community-supported agriculture which directly connect producers with consumers.
• Improve food and nutrition education through:
  • Investing in and implementing policies that expand the scope, reach and sustainability of quality food and nutrition education, as well as education about sustainable animal welfare in food production.
  • Developing nutritionists’ and health practitioners’ capacities to plan, conduct, monitor and evaluate high-quality and behaviourally-focused food and nutrition education.
  • Implementing information campaigns on nutritious diets (e.g. “five-a-day” campaign for increasing daily consumption of fruits and vegetables) and sustainable animal welfare.
  • The integration of nutrition education and equitable, sustainable production practices into university curricula to strengthen the national human resources, into national development programmes including focusing on agriculture, food storage, processing, fortification, micronutrient supplementation and social protection.
  • Introduce learning on nutritious, healthy and sustainable food production and consumption in school meal programmes (enhance nutritious knowledge)
• Use the public health system, practices and policies to promote healthy diets as part of a preventative approach to health-care provision.
• Provide equitable, nutrition-sensitive social protection. Measures should be designed to include an analysis of the specific barriers to access, and also promote participation from local groups, community organizations, and other relevant stakeholders’ in the design, enactment, and monitoring of the policy or program. Specific measures could include:
  • In-kind transfers: distribute nutritious and fresh foods under social assistance schemes.
  • Quasi in-kind transfers: vouchers for accessing goods (e.g. certain nutritious food items).
  • Conditional and unconditional cash transfers.
  • Transfers of productive assets (e.g. dairy cows, small ruminants, poultry or nutrient-rich seeds) aligned with dietary recommendations, nutrition situation and context.
  • Free healthy and sustainable school meals.
• Adopt food systems-based dietary guidelines – which include recommendations based on the nutrition, health, environmental sustainability, and animal welfare in food systems– which can steer consumers towards dietary patterns that are better for human and environmental health. For example, implementing food-based dietary guidelines into public food procurement, particularly targeting public school feeding programmes, can create a structured demand for healthy food in combination with increased opportunities for on-farm diversification aimed at increasing supply and consumption of local seasonal foods. See Introducing food systems-based dietary guidelines.
• Develop tailored communication strategies and materials to promote healthy and sustainable diets, led or endorsed by trusted authorities such as local governments, educational institutions, health centres, and community organizations, to effectively reach the general public, decision-makers, key sectors, and local communities.
• The hospitality and food service sector can take a lead in communicating the calories and carbon footprint of meals and seek ways to reduce both, in line with guidance on healthy eating. Restaurant meals often contain more calories than the amount recommended by health professionals.
• Institute policies to regulate food product labeling and claims – including nutrition fact panels or front-of-package labels that indicate the nutritional content, health impacts, sustainability, and/or animal welfare conditions for food products – which can influence consumer behaviour and nutrient intake. See Regulating advertising of unhealthy and unsustainable food.
• Regulate food marketing, such as limiting the marketing of foods high in salt, sugar and saturated fat, and highly processed foods, especially advertisements targeted at children, can reduce the demand for these foods. Additionally, marketing restrictions can consider the environmental footprint and animal welfare aspects of food items. See Regulating advertising of unhealthy and unsustainable food.  
• Implement food procurement programmes. Nutrition-sensitive and equitable food procurement programmes can reliably provide nutritious and sustainable food to populations through schools, hospitals, retirement homes and other venues, increasing overall demand for these products. Additionally, school meal programmes can improve children’s diets, shift food preferences and enhance nutritional knowledge, thereby helping to promote the consumption of nutritious foods. See Integrate healthy and sustainable diets in public procurement.

In addition to these concrete measures, several FAO reports (2017, 2023) emphasize the importance of the following governance measures for increasing consumption of diverse, nutritious and whole foods:

• Creating multi-sectoral plans, policies and strategies to improve nutrition within national, regional and local government structures. Ensuring the nutrition-sensitive plans, policies and strategies are aligned in terms of indicators, objectives and that responsibilities are clearly defined.
• Using the UN food systems pathways to identify gaps in the latter and define further nutrition-sensitive investments from government or partners.
• Promoting diversified production and increased production of nutrient-rich crops and small-scale livestock (e.g. horticultural products, legumes, livestock and fish at small scale, neglected and underutilized crops and biofortified crops)
• Expanding markets and market access for vulnerable groups. Increase responsible investment in infrastructure, technologies, logistics, services, and supply chains, particularly with a focus on areas with high multidimensional poverty, by using territorial approaches and bolstering market connectivity and trade at the local, regional, nation and international levels.
• Increasing availability of nutritious food outlets through land-use planning and zoning regulations, tax credits or exemptions, and licensing agreements. 
• Providing livelihood support.
• Providing capacity building in nutrition to health and agriculture agents to link both support packages at decentralized levels.
• Monitoring dietary consumption and access to diverse, nutritious and safe foods.
• Strengthening inclusive health systems.
• Protecting and empowering historically marginalized groups, such as like women and girls, youth, Indigenous Peoples and the poor
  • Research suggests that households headed by women or where women play a strong role allocate greater household resources to food and feature a higher dietary diversity.
• Including local stakeholders in policy design, implementation, monitoring and evaluation
  • So-called food policy councils that serve as advisory bodies to local or sub-national governments can be a helpful mechanism.
• Aligning policies, subsidies, research and extension programmes for production and consumption of healthy and sustainable foods.

Key tools and guides to support the successful implementation of healthy and sustainable diets can include:

Tools

Guides

Transforming the food system through increased demand for healthy and sustainable diets is a scientifically validated pillar of both climate mitigation and public health, given its broad impact across emissions reduction, environmental sustainability, biodiversity, and nutrition outcomes. Healthy and sustainable diets contribute to climate change mitigation, aligns with the UAE Framework for Global Climate Resilience targets, supports the Kunming-Montreal Global Biodiversity Framework (KM-GBF) targets, and advances the Sustainable Development Goals (SDGs).

Climate change mitigation benefits

Sustainable and healthy diets can play a key role in reducing the impacts of climate change through:

• Globally, a shift to Planetary Health Diet as defined by the EAT-Lancet Commission can cut food related emissions by more than half. Measures to stimulate demand for diverse, nutritious and whole foods can reduce greenhouse gas emissions related to food production and consumption, but the effects and their scale depend on the extent of consumption of nutritious foods with small carbon footprints (e.g. plant-based, unprocessed or minimally-processed foods).
• Demand for diverse foods can drive the diversification of food production which, in turn, can increase agrobiodiversity and carbon sequestration capacity at the field level.

Climate change adaptation benefits

Among the seven key areas of adaptation put forward in the UAE Framework for Global Climate Resilience, increasing demand for healthy and sustainable diets can directly contribute to:

• Target 9a (Water & Sanitation): A shift to sustainable diets that emphasize foods with a lower water footprint, can substantially reduce pressure on freshwater resources, promote efficient water use in agriculture, and support the maintenance of clean water supplies. Peer-reviewed research demonstrates that replacing animal-based foods with plant-based or balanced dietary patterns can lower both blue (irrigation) and green (rain-fed) water footprints, up to 42% less green water and up to 29% less blue water footprint compared to typical western diets. Additional systematic reviews confirm that healthier diets tend to reduce total agricultural water use, supporting broader freshwater sustainability goals. FAO further highlights that choosing foods with a lower water cost is crucial for responsible water resource management through dietary transitions.
• Target 9b (Food & Agriculture): Shifting consumer demand toward healthy and sustainable diets encourages the production and consumption of diverse foods that are less resource-intensive and more climate-resilient, such as plant-based foods and locally sourced produce. Recent research indicates that adopting locally sourced produce and diversifying crop production can boost food system resilience to climate shocks, further driving the sustainable transformation of agriculture.
• Target 9c (Health): The World Health Organization (WHO) notes that unhealthy diets are a major risk factor for NCDs responsible for 71% of premature deaths globally and that plant-based diets with high fruit and vegetable intake are associated with lower risks non-communicable diseases such as heart disease, stroke, and diabetes largely due to their impact on body weight and cholesterol management. Moreover, improved nutrition strengthens immune systems and overall health, making populations more resilient to the health impacts of climate change, such as heat stress and vector-borne diseases.
• Target 9d (Ecosystems): Healthy and sustainable diets typically rely less on foods that drive deforestation, overfishing, and habitat destruction. By choosing foods with a lower environmental footprint, such as fruits, vegetables, legumes, and whole grains, consumers help protect ecosystems, conserve biodiversity, and promote the restoration of degraded lands and waters. For example, The German Environment Agency stated that shifting to more plant-based diets in Germany could reduce food-related greenhouse gas emissions by up to 53%, alongside significant reductions in cropland and freshwater use, which are vital for ecosystem protection and avoiding land degradation in the country.

Biodiversity benefits

Action under this policy option can help to deliver on several KM-GBF targets, in particular:

• Target 4 (Halt Species Extinction, Protect Genetic Diversity, and Manage Human-Wildlife Conflicts): Promoting the consumption of traditional, neglected, and/or underutilized species can contribute to food biodiversity, which helps conserve genetic diversity of native, wild and domesticated species in food production systems.
• Target 10 (Enhance Biodiversity and Sustainability in Agriculture, Aquaculture, Fisheries, and Forestry): Incentives to stimulate demand for healthy and sustainable foods can largely enhance biodiversity and sustainability in agriculture, aquaculture and fisheries, such as minimizing the use of pesticides in food production, and boosting biodiversity-friendly and approaches – such as agroecology – that leverage ecological processes instead of chemical inputs for boosting productivity.
• Target 16: (Enable Sustainable Consumption Choices To Reduce Waste and Overconsumption): Increasing demand for healthy and sustainable diets demands measures aimed to enable people to make sustainable consumption choices. In view of this, the policy measure is fully aligned with this Target of the KM-GBF because diets are an important component of consumers’ behavior when it comes to biodiversity impacts.
• Target 18 (Reduce Harmful Incentives by at Least $500 Billion per Year, and Scale Up Positive Incentives for Biodiversity): The implementation of the policy implies the adoption of financial incentives for the production and consumption of healthy and sustainable food. This implies a significant scale up of financial incentives for conserving and sustainably using biodiversity, and potentially, simultaneously redirect harmful subsidies and financial incentives that are directly or indirectly causing biodiversity loss. Furthermore, mainstreaming healthy and sustainable diets in public financial incentives also holds the potential to foster equitable and fair local markets, when the necessary safeguards are in place (see SDG 2 below).
• Target 20 (Strengthen Capacity-Building, Technology Transfer, and Scientific and Technical Cooperation for Biodiversity): Knowledge sharing on the ‘know-how’ and ‘do-how’ on the production, distribution and marketing of healthy and sustainable food items would be a necessary step to increase demand for such items. Thus, boosting demand for healthy and sustainable diets has the potential to promote development of and access to innovation and technical and scientific cooperation on sustainable food production practices, distribution processes, and business models.
• Target 21 (Ensure That Knowledge Is Available and Accessible To Guide Biodiversity Action): Educational measures to encourage sustainable food consumption contribute to making knowledge available and accessible to consumers to guide biodiversity-friendly food consumption choices.

Other sustainable development benefits

Additionally, increasing the consumption of healthy and sustainable diets can also help contribute to the progress of the following SDGs:

• SDG 2 (Zero Hunger): Healthy and sustainable diets are linked to lower poverty by promoting food security, reducing healthcare costs from diet-related diseases, and supporting fairer, more resilient food systems that improve affordability and access over time. The FAO notes that such diets advance SDG 1 by making food systems more affordable, accessible, and shock-resilient. Benefits include eliminating all forms of malnutrition, conserving agricultural biodiversity, improving household dietary diversity, and ensuring well-functioning local food markets.
• SDG 3 (Good Health and Well-Being): In 2021, 10 percent of all deaths were associated with unhealthy diets as noted by FAO. Increasing consumption of diverse, nutritious, and whole foods has significant benefits for global nutrition and health and is linked to the elimination of all forms of malnutrition including child stunting, wasting, and undernutrition, reduced premature mortality, lowering rates of overweight and obesity and other diet-related illnesses, and enhancing overall quality of life.
• SDG 12 (Responsible Consumption and Production): Sustainable, healthy diets promote efficient resource use, reduce food waste, minimize environmental impacts, and foster sustainable production and consumption. Shifting toward diverse healthy diets, supports sustainable land, water, and energy use. Informed consumer choices, sustainable procurement, and reduced resource use and pollution advance responsible consumption, while also protecting against occupational hazards and environmental contamination from food production.

The effective adoption of interventions and initiatives promoting sustainable and healthy diets is contingent upon their strategic design and robust implementation, both of which may be constrained by a range of technical and non-technical barriers, including:

• Low willingness of consumers to implement behavioral change.
• The necessary global scale shift to healthy and sustainable diets is significant: More than 42% of the global population were unable to afford a healthy diet in 2021 and high costs and limited access to healthy diet remains a significant equity issue worldwide.
• Increased food loss and waste of fresh and unprocessed foods: Fresh foods are more prone to damage or decay in the supply chain compared to highly-processed, unhealthier food products. 
• Further, the impacts vary significantly by region due to diverging limiting constraints (i.e. water and availability). 

Integrating the following measures into the comprehensive design of interventions aimed at transitioning to sustainable and healthy diets can help mitigate trade-offs and overcome implementation challenges:

• Avoid disconnected and disparate policy approaches by implementing aligned, cohesive measures at all levels (individual, organizational and enabling environment) to motivate and strengthen capacities for behavioural change.
• Measures to address food loss and waste: Halving food loss and waste can reduce projected biodiversity loss by up to 33% relative to the business-as-usual scenario. See Reducing food waste in gastronomy sector, retail and at household level and Reducing post-harvest food loss in agricultural supply chains
• Measures to address other potential source of emissions throughout the supply chain. See Improving energy use in food storage, cold chains, transport and processing. 
• Measures to conserve or increase carbon storage and natural carbon sinks. See Reduce land-use change and conversion of natural ecosystems for food production and Sequestering carbon in soil and enhancing soil health in crop systems.
• Invest in additional knowledge, skills, data and tools needed to identify, prioritize and manage trade-offs and competing priorities.
• A shift in diets must be context-appropriate and accompanied with other food systems interventions including reducing food waste and shifting to agroecological and approaches.
• See also Improving equitable access to healthy and sustainable diets. 

Effective monitoring of sustainable and healthy diets requires robust tools, clearly defined indicators, and comprehensive assessment frameworks. The following section outlines key tools and methodologies used to track biodiversity and climate-related outcomes, and overall progress in the implementation of these practices.

Indicators to monitor biodiversity outcomes

The Parties to the Convention on Biological Diversity agreed to a comprehensive set of headline, component, and complementary indicators for tracking progress toward the targets of the KM-GBF. Some of these indicators could also be functional for monitoring the implementation of healthy and sustainable diets, including:

Tools to monitor biodiversity outcomes

Tools to monitor climate outcomes

The SAFAD Tool and EU JRC Monitoring Dashboard, mentioned above, can also be used to monitor climate outcomes.

Achieving widespread adoption of healthy and sustainable diets will vary across countries and regions; however, examples of global cost estimates include:

FAO (2023) report gives an estimate of the costs and affordability of healthy diets:

• Average global costs of healthy diet in 2021: 3.66 PPP (dollars per person per day
  • Costs vary and are higher in Latin America and the Caribbean (4.08 PPP dollars) compared to Asia (3.90 PPP dollars), Africa (3.57 PPP dollars), Northern America and Europe (3.22 PPP dollars), and Oceania (3.20 PPP dollars). 
• In 2021, the costs of a healthy diet rose globally by 4.3% compared to 2020, and by 6.7% compared to pre-pandemic levels in 2019. Low and middle-income countries were more affected than high-income countries.

Some key examples of the successful implementation of sustainable and healthy diets interventions include:

• Hungary introduced a Public Health Product Tax or “junk food tax” in 2011 with the aim of improving the health of the population. The tax applied to packaged foods and drinks containing high levels of sugar and salt such as soft drinks and certain alcoholic drinks, candy, salty snacks, condiments and fruit jams. Evaluations of the effects of the tax have found that consumption of processed foods decreased while consumption of unprocessed foods increased. Consumers bought cheaper and often healthier products or consumed less unhealthy products altogether. The effects were particularly high among low-income households and frequent consumers of junk foods. In addition, many junk food manufacturers changed their recipes to make products healthier. Consumption patterns changed not only because of the price increase but also because of educational campaigns around the tax. This supports the combining of measures to increase their overall effectiveness. Revenue from the junk food tax was earmarked. During the first four years, the tax generated about USD 219 million for public health spending. While environmental aspects were not the focus of the junk food tax, the measure may still have positive side effects if the tax increases consumption of foods with lower environmental or climate footprints. 
• The government of Kenya aims to achieve universal coverage of its School Meal Program for over 10 million children by 2030. This program emphasizes climate-smart food production practices (e.g., low-emissions and drought-resistant crops; clean cooking) and local procurement schemes.
• In Sweden, national school meal guidelines promoted “eco-smart” meals that align with environmental goals. The government offers practical tips to reduce waste, with schools reporting waste data biennially to help monitor progress.
• In Romania, the school meal program distributed educational material giving information about healthy eating habits, agriculture, supply chains and local products, organic production, sustainable production, and combating food waste.

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