Consumers are confused, with their conscience seemingly in conflict with their cash when it comes to sustainable food and drink.
“In a time when food prices are high and social responsibility matters, UK consumers feel a mix of emotions about sustainable food,” noted Sodexo UK & Ireland after releasing the results of its second annual sustainable food barometer, based on research conducted in July 2024. “They’re mostly positive but still have some doubts,” the caterer added.
The barometer – which was also conducted at global level – found 68% of UK consumers still view sustainable food positively (similar to 69% in 2023). Price remains a concern but has slightly decreased since last year: 31% prioritise affordability when buying food compared to 36% in 2024’s barometer.
Sustainable food is seen as healthier and better for the planet, with 35% associating it with better nutrition and 55% linking it to protecting the environment. However, just 4% cited environmental concerns as their primary consideration, consistent with last year’s findings.
In other words: price, taste, and health are deal-breakers for most consumers. Communicating on the environment will remain important but nutrition may be the most powerful trigger in encouraging more sustainable choices (foods that are healthy for us also tend to be healthy for the planet).
Charles Abraham, food director at Sodexo UK&I suggested making the sustainable choice the easy choice. “[Consumers] care about the planet but don’t want to compromise on price, taste, or nutrition—and nor should they have to,” he said.
The research also showed consumers expect foodservice providers to prioritise reducing food waste (48%), using local (39%) and/orenvironmentally friendly ingredients (37%) and the provision of transparent labelling and certification (34%).
