
Sodexo's Sustainable Food Barometer reveals consumer attitudes in the UK
Sodexo UK's latest Sustainable Food Barometer shows strong consumer interest in nutritious, sustainable meals, with 68% viewing such food positively. However, affordability, taste, and health remain top priorities, indicating foodservice providers must innovate to meet evolving consumer demands and expectations for sustainable dining options.
Sodexo UK and Ireland has released its second annual Sustainable Food Barometer, revealing insights into consumer attitudes towards sustainable food across the UK. The report highlights that a significant segment of the population desires nutritious and sustainable meals that are both affordable and flavourful. The findings indicate a range of opportunities for foodservice providers, manufacturers, and retailers to enhance the accessibility and attractiveness of sustainable dining options.
The survey results reveal that 68 per cent of consumers have a positive perception of sustainable food, a figure that remains consistent with last year's 69 per cent. Despite ongoing economic challenges, concerns regarding pricing have marginally lessened, with 31 per cent prioritising affordability in their food choices, a decrease from 36 per cent in the previous year. Environmental concerns continue to rank lower in terms of consumer priorities, as only four per cent indicated it as their primary consideration. Health benefits associated with sustainable food are noted, with 35 per cent correlating sustainability with better nutrition, while 55 per cent associate it with environmental protection.
The Barometer categorises consumers into three distinct profiles: the ‘Committed’ (34 per cent), who actively choose sustainable options when available; the ‘Undecided’ (45 per cent), who are hesitant; and the ‘Distant’ (21 per cent), who have no intention of consuming more sustainable foods. Regardless of their categorisation, consumers across the board identify three key factors influencing their food purchase decisions: price, taste, and health. A significant portion of respondents (49 per cent of the ‘Committed’ and 74 per cent of the ‘Undecided’) express concern about potential sacrifices in taste associated with sustainable options. Furthermore, the willingness to pay a premium for sustainable products diminishes substantially among groups outside the ‘Committed’ category.
The data suggest that foodservice providers are positioned as crucial facilitators of sustainable eating behaviour. Some 26 per cent of consumers look to these providers as key players in promoting sustainability, placing them behind farmers (39 per cent) and agri-food stakeholders (30 per cent). Expectations for foodservice providers include reducing food waste (48 per cent), prioritising local sourcing (39 per cent), employing environmentally friendly ingredients (37 per cent), ensuring transparency in labelling (34 per cent), and educating consumers about sustainable practices (31 per cent).
Additionally, the Barometer highlights a noticeable disconnect between consumer expectations regarding low carbon meals and their experiences in the market. While 41 per cent express a desire for clear carbon labelling on meals, 53 per cent reported not recalling such labels during their dining experiences. Furthermore, 36 per cent are willing to pay extra for low-carbon meal options, pointing to the necessity for improved communication and clearer labelling strategies.
Charles Abraham, Food Director at Sodexo UK & Ireland, commented on the implications of the research, stating, “This research gives us valuable insight into what consumers really want when it comes to sustainable food. They care about the planet but don’t want to compromise on price, taste, or nutrition—and nor should they have to." Abraham further elaborated on Sodexo's commitment, stating they aim to serve 70 per cent low-carbon meals by 2030 and halve food waste by August 2025, reinforcing their dedication to making sustainable eating a viable option for all consumers.
Overall, the Sustainable Food Barometer provides essential insights into consumer priorities and expectations, underscoring the need for foodservice entities to innovate and communicate effectively to bridge the gap between awareness and actionable sustainable food choices in Ireland and the UK.