Despite different attitudes to sustainable food, there are some big similarities between these 3 groups:
Everyone wants inspiration and information
All 3 groups of consumers feel that the same two things would help them eat more sustainably:
- Inspiration: Recipe ideas, preparation tips and cooking advice
- Information: More information on the nature and composition of sustainable products and dishes
In fact, 47% of the “Committed” and 40% of the “Undecided” stated that they would consume more sustainable products if provided with recipe ideas featuring these products.
A sustainable diet doesn’t mean meat-free
All three consumer groups also still eat meat. Consuming sustainably does not mean giving up meat entirely. Even the most “Committed” citizens consume meat almost as often as the “Undecided” and “Distant” citizens. 51% of people “Committed” to sustainable food consume red meat several times a week. The result is almost identical for the “Distant” group (57%).
However, the “Committed” are more inclined to consider reducing their consumption or have already started doing so.
The food services industry is expected to act!
Alongside farmers and the agri-food sector, the food services industry is highly expected by citizens to act and lead changes towards more sustainable diets.