How Nudges Can Shift What We Eat Without Anyone Noticing (In a Good Way)
TL;DR: Nudges are subtle changes in how food is presented, not what’s offered. They’re proven to influence consumer behaviour in meaningful ways—especially when it comes to reducing meat and dairy consumption. This article explores how nudges work, why they’re effective, and how food businesses can use them to support healthier, more sustainable choices.
We live in a world of overstimulation. Most people make over 200 food-related decisions every day—many without even realising it. Whether it’s what to grab for lunch, what to order off a menu, or which product to choose at the supermarket, we’re constantly influenced by our surroundings.
This is where the concept of nudging comes in.
Rather than relying on education campaigns or restrictive policies, nudging works by subtly shaping the environment to guide people toward better decisions—without taking away their freedom to choose.
In other words: you’re still offering the burger and the salad. But if you present the salad first, or make it the default, more people will choose it. That’s a nudge.
So, What Exactly Is a Nudge?
Coined by Richard Thaler and Cass Sunstein in their book Nudge, the term describes any change in choice architecture that predictably influences behaviour, without restricting options or significantly altering economic incentives.
In food, nudges are incredibly powerful because eating is habitual, emotional, and often mindless. We default to what’s easiest, most visible, or feels most “normal.”
Here are some practical, real-world examples of how nudging has been used to steer consumers toward plant-based choices:
1. Product Placement (Make Plants Visible)
[Lidl Netherlands places their vegan alternatives next to their meat counterparts. Source - Plant-Based News]
We buy what we see first.
In supermarkets and canteens, simply placing plant-based meals at the top of menus, next to their meat alternative, at eye level on shelves, or at the front of buffet lines can significantly increase uptake. For example:
Research has shown that placing vegan alternatives next to animal-based products, rather than in a separate section, can increase sales of these products by 67%.
Kroger (the largest supermarket in the U.S.) trialed changing product positioning and found that sales of plant-based meat increased by 23-32%.
This taps into the “availability heuristic”—we tend to think what’s visible is more common and more desirable.
2. Blended Products (Meet People Halfway)
[REWE’s ‘Better Half’ meat and vegetable minced beef product. Source - European Supermarket Magazine]
Some people aren’t ready to give up meat entirely. Offering hybrid products—like burgers made from 50% beef and 50% vegetables or legumes—can reduce meat consumption while preserving familiar flavours and textures.
In studies from Germany and Belgium, participants were offered blended meat-vegetable products. These were well received by flexitarians, and in some cases preferred over fully vegetarian products.
This approach can serve as a useful gateway to reduction, especially when taste and familiarity are key motivators.
The key here is lowering the perceived sacrifice. You’re not asking people to become someone else—you’re making it easy for them to be slightly better versions of themselves.
3. Default Options (Let Veg Take the Lead)
[Research looking into the effectiveness of plant-based defaults. Source - Better Food Foundation]
Defaults are one of the most powerful behavioural tools we have. Why? Because we tend to stick with whatever is presented as the “normal” choice.
In company cafeterias where the vegetarian meal was made the default (with meat available on request), selection of the veg option jumped from 2% to nearly 90%.
Restaurants that offered plant-based meals as the first or featured option on the menu consistently saw higher uptake, compared to when they were listed at the end or in a separate section.
This works because it leverages inertia and social proof. When something is presented as the default, it feels like the “expected” choice.
4. Price Anchoring and Incentives (Make It Make Sense)
Let’s be honest—price still drives many food decisions.
In Germany, when Lidl adjusted prices to make plant-based products cost the same or less than meat, sales of vegan items rose by 30%.
Framing promotions in terms of climate impact or food waste has also helped shoppers justify choosing plant-based options.
People are more likely to try new things when the economic friction is reduced, and the environmental or ethical gain is made more visible.
5. Social & Environmental Framing (Make Impact Tangible)
[Albert Heijn’s ‘True Price’ pilot for coffee. Source - European Supermarket Magazine]
Another powerful nudge is making invisible costs visible, known as True Cost Accounting. For example:
Menus that include carbon labels or climate impact icons can sway choices toward lower-emission meals.
Supermarkets that show customers how much water or land was used to produce different proteins help bridge the knowledge gap in a visceral way.
Research shows that 60% of consumers would reduce their meat and dairy consumption if true cost accounting was implemented.
These nudges tie into identity and values. When people see that their small food choices align with the kind of person they want to be (climate-conscious, ethical, smart), they’re more likely to repeat them.
Why Should Food Businesses Care?
Because nudging isn’t about forcing change.
It’s about enabling it.
And in a time when more consumers are concerned about climate, health, and animal welfare, nudges provide a low-cost, high-impact way to help people follow through on their intentions.
You don’t have to overhaul your entire menu or alienate your base.
You just have to ask: How can we make the better choice the easier choice?
Want More Ideas Like This?
This is part one of a two-part series on how food businesses can influence behaviour change. In the next post, I’ll cover marketing campaigns—what works, what doesn’t, and how to actually move the needle on consumer behaviour.
In the meantime, if this article sparked ideas or made you rethink your strategy, you’ll love my Substack:
👉 One Less Bite
There, I explore:
Behaviour change in food systems
Psychology-backed strategies for reducing meat and dairy
Tools for people and businesses to create change
No shame. No perfectionism. Just progress.
👋 Hi, I’m Matt Unerman, and I’m working to help people to take @One Less Bite of meat and dairy. Having spent 5 years working in sustainable food systems, I know that eating less meat and dairy is key for the wellbeing of our planet, animals, and humans. I also know that many people struggle to be more plant-based. That’s why I’m helping people to create long term behavioural change towards eating less meat and dairy.
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It's great to see how little inexpensive changes can achieve so much