A new study by Sodexo UK & Ireland has found that consumers are increasingly seeking out nutritious, sustainable meals, however they don’t want to compromise on taste or affordability.
The second annual Sustainable Food Barometer report found that 68% of UK consumers have a positive view of sustainable food, on a par with last year’s figure (69%), however affordability remains a factor, with 31% prioritising price when making food purchases. This is down from 36% last year, however.
Just 4% of respondents cited environmental concerns as their primary consideration when purchasing food, again consistent with last year’s findings.
More than a third (35%) associate sustainable food with better nutrition, and 55% with protecting the environment.
“This research gives us valuable insight into what consumers really want when it comes to sustainable food,” commented Charles Abraham, food director at Sodexo UK & Ireland. “They care about the planet but don’t want to compromise on price, taste, or nutrition—and nor should they have to.”
Consumer profiles
The study identifies three consumer profiles based on attitudes towards sustainable food. ‘Committed’ consumers (34%) actively choose sustainable options when available, while ‘Undecided’ consumers (45%) tend to hesitate before making such decisions.
Lastly, ‘Distant’ consumers (21%) have no intention of eating more sustainable products. Across all three segments, however, the same three priorities stand out – price, taste and nutrition.
Some 74% of the ‘Undecided’ and 75% of the ‘Distant’ cohorts would be unwilling to consume sustainable products if they perceive a drop in taste profile. In addition, 36% of the ‘Undecided’ and 33% of the ‘Distant’ cohorts would be willing to pay more for sustainable options, compared to 63% of the ‘Committed’ segment.
The role of foodservice
In terms of the role of foodservice providers in promoting sustainable food, While 41% of consumers expect restaurants and food outlets to provide clear carbon labels, 53% do not recall seeing such labels. With 36% willing to pay a premium for low-carbon meals, better communication and clearer labelling are essential to encourage adoption, Sodexo added.
“At Sodexo, we are committed to making sustainable eating the easy choice,” Abraham added. “We’re committed to serving 70% low-carbon meals by 2030 and cutting our food waste in half by August 2025. To make a difference, we ensure our sustainable meals are affordable, tasty, and accessible for everyone.” Read more here.
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