Brits want sustainability when dining out

By Amelie Maurice-Jones

- Last updated on GMT

Going Green: Consumers want to make sustainable decisions when dining out (Getty/ FG Trade Latin)
Going Green: Consumers want to make sustainable decisions when dining out (Getty/ FG Trade Latin)

Related tags Food Social responsibility Gastropub

Brits want to make more sustainable choices when eating or drinking out, but according to new research, two-thirds of UK consumers are not able to.

The survey of more than 2,000 participants from Foodprint from Nutritics’ Sustainability Sentiment Index showed consumers felt they were ill-equipped to make decisions about sustainability, as they didn’t have access to the right information, and felt there was a lack of direction from venues. 

Nearly two thirds (64%) of those surveyed thought eating and drinking out venues and brands could do more to reduce their environmental impact.  

Furthermore, almost half (45%) said a venue’s commitment to sustainability is an important part of deciding where to go and spend money.

Green choices

More than a quarter (27%) of consumers would like to know the carbon footprint of a meal when eating out, and only one-third (35%) felt they currently had the right info to make sustainable food choices when dining or drinking out.  

Foodprint from Nutritics chief executive Stephen Nolan said: “It’s evident that a significant – and increasing - numbers of consumers are trying to make better choices to make the planet a greener place.  

“Operators are in a powerful position to use their resources, including technology, not only accelerate their own journey to net zero but also in doing so to drive increased footfall from environmentally savvy diners.” 

Switching up menus

This comes after sustainability was dubbed one of the UK’s top food trends.​ A whopping 53% were more likely to order a meal if they see a ‘OF&G Organic’ or ‘Certified Animal Welfare’ symbol on their menu, according to Bidfood​, and marketplace ShelfNow estimated the global plant-based meat market​ will climb to £13.9bn by 2027.  

“Pubgoers are no longer just searching for a comfortable and friendly setting to visit – they also want to know whether the food and drink being supplied is environmentally-friendly to the wider world around them,” said Foodprint sustainability lead Laura Kirwan. 

“This Christmas, consumers are also being hit with the rising cost-of-living and energy crisis, meaning operators will have to fight harder than ever to attract share of shrinking disposable spend,” Kirwan added. 

“Therefore,” she continued, “when looking to switch up for festive menus, tapping into more sustainable food will help operators gain a competitive advantage during a period of high demand.”  

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