UK consumers maintain a positive outlook on sustainable food options despite economic challenges, according to Sodexo UK & Ireland’s second annual Sustainable Food Barometer. The study reveals that while 68% of consumers view sustainable food favorably, price and taste remain crucial factors in purchasing decisions.
The research identified three distinct consumer profiles: the “Committed” (34%) who actively choose sustainable options, the “Undecided” (45%) who remain hesitant, and the “Distant” (21%) who show no interest in sustainable products. Across all groups, price, taste, and nutritional value emerged as primary considerations.
Price sensitivity continues to influence consumer behavior, though slightly less than the previous year. The study found that 31% of consumers prioritize affordability when buying food, down from 36% in 2023. Only 4% cited environmental impact as their primary consideration.
Sodexo: Consumer expectations and industry response
The research highlighted a significant gap between consumer expectations and current market offerings. While 41% of consumers expect restaurants and food outlets to provide clear carbon labeling, 53% reported never encountering such information. Additionally, 36% expressed willingness to pay premium prices for low-carbon meals, provided they receive clear communication about the benefits.
Foodservice providers are viewed as key drivers of sustainable eating habits, ranking third behind farmers and agri-food stakeholders in influence. Consumers expect these providers to focus on reducing food waste (48%), prioritizing local sourcing (39%), and using environmentally friendly ingredients (37%).
In response to these findings, Sodexo has committed to making 70% of its main dishes low-carbon by 2030, targeting a carbon footprint of 0.9 kg CO2e per meal, significantly below the current industry average of 2-2.5 kg CO2e. The company also aims to reduce food waste by 50% by 2025.
The study emphasizes that while environmental consciousness continues to grow among UK consumers, successful adoption of sustainable food options depends on meeting fundamental consumer expectations around taste, affordability, and nutrition. This suggests that food industry stakeholders must balance environmental responsibility with these core consumer priorities to drive meaningful change in sustainable food consumption.
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