M. Shahbandeh
Research expert covering agriculture & FMCG
Sustainable food consumers in Europe - statistics & facts
Sustainability in our food system has become a priority for the majority of European consumers. A recent survey showed that, almost 60 percent of consumers in Europe are likely to buy and eat food that is less damaging for the environment and is more sustainable. Additionally, about 30 percent of Western Europeans believed that they would purchase more sustainable and eco-friendly food and drinks if they were widely accessible in the supermarkets. When it comes to their perceptions of sustainability, limiting food waste, using biodegradable packaging, and utilizing sustainable energy and conserving it were their primary expectations from the food and beverage industry. Food packaging that is recyclable and sustainable has been one of the main drivers for grocers in European countries. Two out of three Europeans were interested in choosing a product due to its sustainable packaging.
Europeans’ sustainable habits
Europeans have been more proactive in engaging in many sustainable practices than any other region. Reducing food and packaging waste, reusable products, and buying local food was practiced broadly in Europe. Additionally, many consumers have switched to meat alternative to reduce their climate impacts. After health and animal welfare, environment was the top reason for Europeans to reduce their meat consumption. As of 2023, there were over 25 million meat avoiders in the EU, from which six million were vegan. The number of vegans in the European Union is likely to grow in the next coming years. Younger generations in the EU were more likely to follow a meat-free diet, with Gen Z leading holding the biggest share.Consumers’ willingness to pay for sustainability
In 2023, about 30 percent of consumers surveyed worldwide had paid a premium of one to just under five percent more for a sustainable product, which was an increase compared to 2020. However, the percentage of people who spent an additional five percent or more for goods that were manufactured sustainably dropped noticeably in that time. This demonstrate that price remains one of the leading purchasing factors among consumers, as well as showing a potential drop in willingness to meet these high price points. While Europeans are trying to be more mindful of their food consumption, recent inflation in Europe has made price the main purchasing barrier for many consumers. The majority of respondents mentioned “sustainable food is more expensive” as the main factor that prevents them from eating types of food that are better for the environment. This was followed by unclear labeling and lack of information. In short, to win the sustainability trend and its increasing demand, food companies need to take affordability and transparency into consideration.
