The Worldwide Independent Network of MR (WIN), the leading global association of independent market research and polling firms, has released new findings from its Worldviews Survey. This year’s survey captures the perspective and beliefs of 35,515 individuals across 40 countries. As we mark the World Nutrition Day, the latest findings shed light on global shifts in eating habits, partially driven by economic pressure. Tracking trends over six years, WIN has assessed and provided valuable insights into global progress.
Global vitamin use is rising, but regional gaps remain wide
Since 2018, there has been a notable global increase in the number of people who report taking vitamins regularly — rising from 25% to 34%. This behaviour is more common among women (38%), older adults (only 27% of 18–24-year-olds vs. 39% of those over 65), and individuals with higher education levels (46% of master’s or PhD graduates compared to just 27% of those with no formal education).
However, this positive global trend masks strong regional and national differences. The U.S. tops the list, with 57% of respondents reporting regular vitamin use, followed closely by Finland (56%) and Canada (52%). At the opposite end, Côte d’Ivoire has the lowest percentage, with just 11% regularly taking vitamins, followed by Argentina (16%), Peru and Chile (both 17%) and Thailand (19%). These significant variations underscore how strongly health behaviours are shaped by regional and cultural contexts.
Global food habits shift, but trends vary significantly by country
Over the past year, significant portions of the global population have actively made changes to their eating habits. Nearly half (45%) report cutting back on fast food, 40% have reduced their intake of sweets, and 37% have decreased consumption of packaged foods. At the same time, four in ten people say they have increased their fruit and vegetable intake, while 29% have reduced their salt consumption globally.
However, when it comes to other food categories – such as dairy, meat, and low-sugar or low-fat products – six in ten people report no changes in consumption. Only around 17–22% of respondents indicated either an increase or decrease in these areas, suggesting more stable habits for these food types.
Despite an optimistic global trend, changes in diet varies significantly by region. For example, Europe shows a clear downward trend for meat consumption, with 23% decrease in consumption, while the Africa region reported 28% increase. Meanwhile, around 40% of respondents in Pakistan (41%) and Peru (38%) report decreasing their consumption of low-fat/low-sugar products – while a similar proportion in China (38%) and Hong Kong (36%) report increasing theirs. These contrasting findings highlight how dietary trends can move in opposite directions, even at similar magnitudes, depending on the region.
Japan: A case of culture, trust, and satisfaction in a world of changed dietary habits
Amongst all countries surveyed, Japan stands out for its remarkable dietary stability, with the majority of respondents reporting no significant changes in their eating habits over the past year. This consistency can be attributed to Japan’s food culture, which has long embraced balanced, nutritious meals – reducing the need for trend-driven corrective changes. Additionally, packaged and ready-to-eat foods in Japan are associated with high standards of freshness, quality, and visual appeal, unlike in many other countries where such products are often viewed as unhealthy. Only 10% of Japanese respondents reported cutting back on packaged food, as opposed to Peru, Turkey, and Morocco who report over 50% decrease (56%, 55%, 54%).
Cultural preferences for routine, strong trust in food safety regulations, and an aging population that tends to maintain established habits all contribute to Japan’s dietary consistency. The country reports the lowest rate of dietary changes in nearly every category surveyed, including sweets, fast food, organic, and packaged foods.
WIN finds economic pressures shape eating habits
A clear trend has emerged from the global Worldviews Survey: financial constraints are closely linked to changes in food consumption. Respondents who reported reducing their expenses in recent months consistently show higher rates of decreased consumption across nearly all food categories. For instance, 51% of those cutting back financially also report reducing their fast-food intake, compared to just 39% among those who have no plans to change their spending. Similarly, 44% of this group reduced their consumption of sweets, and 42% cut back on packaged foods.
In contrast, essential food categories like fruit and vegetables remain largely protected – only 9% of those reducing expenses say they’ve decreased their intake of these staples. However, 26% of the same group report eating less meat, suggesting even some core protein sources are affected.
These findings highlight how rising costs of living are pushing consumers to reevaluate their eating habits, prompting people to scale back on non-essential items like fast food and processed snacks while striving to preserve basic nutrition. As inflation and economic uncertainty continue to affect many regions, this shift points to more mindful and cost-conscious consumption patterns taking hold worldwide.
Richard Colwell, President of WIN International Association, said:
“This year’s findings paint a clear picture: people globally are reshaping the way they eat. As we mark World Nutrition Day, WIN’s research underscores how cultural values, trust in systems, and financial realities combine to influence our most basic daily choices with individuals and families striving to stay nourished while navigating uncertainty. We hope these insights support more thoughtful, inclusive responses to global health and nutrition challenges.”