Seventy-four percent of respondents have a positive view of sustainable food. However, inflationary economic conditions in Western countries tend to dampen enthusiasm for sustainable food. In countries like Brazil and India, two-thirds of the public have a very positive view of sustainable food, while in Western countries the rate remains at 74-3 percent.
The research shows that citizens in all countries have a very positive view of sustainable food. Two-thirds of consumers who participated in the research think that sustainable food contributes to improving the quality of life. Sustainable food is seen as healthier and more balanced. While 47 percent of consumers find sustainable nutrition beneficial in terms of health, 51 percent say it has a positive impact on the environment and 43 percent say it contributes to the preservation of biodiversity.
42 Percent of Survey Participants Eat as Sustainably as Possible
Sustainable food is creating more excitement in Western countries, despite being more moderate due to inflationary economies. Sodexo’s research shows that the three main factors that encourage consumers to adopt sustainable eating habits are price, taste and health. The Barometer identifies three main consumer profiles regarding sustainable food. 42 percent of the participants are in the “Determined” group, consuming sustainable products as much as possible. The “Undecided” group, 44 percent, hesitates to choose sustainable products even if they are available. The last group is the “Avoidant” group with 14, who are not yet inclined to consume sustainable products.
The Biggest Obstacle to Sustainable Food is Loss of Taste and Flavor
For all consumers, price remains the number one factor in choosing food products. 73 percent of consumers prioritize price over environmental concerns. For all three groups, taste is a major factor in food choice, coming in just behind price. Health also stands out as an important factor: nutritional value and product composition are the third and fourth most important factors in the decision-making process. The biggest obstacle to switching to sustainable food is loss of taste and flavor. 47 percent of committed consumers, 68 percent of undecided consumers and 70 percent of abstaining consumers are not willing to consume a sustainable product if it tastes less good than a regular product.
Price is Important in Sustainable Product Consumption
Price barriers are also a significant factor. 37 percent of committed consumers, 62 percent of undecided consumers, and 69 percent of abstaining consumers are not willing to consume a sustainable product if it is more expensive. Contrary to popular belief, the most “Committed” citizens consume meat almost as often as the “Undecided” and “Avoiding” groups. However, the “Committed” group is more likely to consider reducing their meat intake and has already begun to do so, especially with red meat.
Participants in the Study Say Nutritional Information Should Be Written on Meals
For consumers, food service providers are seen as the main drivers of the transition to more sustainable eating habits. Following farmers and the food industry, food service providers are expected to play a leading role in the transition to more sustainable eating habits. The research also reveals a strong need for incentives. 47 percent of determined consumers and 40 percent of undecided consumers believe that sharing recipe ideas or recipe suggestions with sustainable products would help them change their individual habits. In addition, 46 percent of determined consumers and 37 percent of undecided consumers think it is necessary to highlight nutritional information more prominently on products and dishes.
Sodexo aims to continue using these drivers with concrete initiatives to accelerate the transition to more sustainable eating habits and reduce its emissions across the entire value chain, from farm to plate.
- Inspiring with the creativity of chefs: Recipes play a key role in the transition, the Barometer found. Sodexo is training its chefs and teams to create new plant-based dishes that inspire consumers through its brands, including Modern Recipe, EAT, ThinkGreen, Vive Café.
- Providing information about products: It guides consumers by showing the environmental impact of the meals served through effective digital solutions.
- Reducing food waste: With the WasteWatch program, which will be implemented in 2024% of its operations by 77, Sodexo aims to halve food waste next year.
- To promote local food products and sustainable agricultural practices, to support its suppliers in reducing their carbon emissions and to mobilize its entire ecosystem to make environmental impacts positive.
Source: HORECA TREND and Sodexo, Harris Interactive