The research, which was based on responses from 1,000 consumers in the UK, indicates that 88% of individuals consider the origin of their food. However, only 29% of these consumers are willing to pay a higher price for sustainably sourced food.
Furthermore, 63% of survey respondents view themselves as sustainably aware, reflecting that 70% harbor concerns about the future of our food supply. In fact, nearly half of them, accounting for 46%, stated that they would actively choose sustainably sourced products. Moreover, the environmental impact of purchasing certain foods with a high carbon footprint was also a factor for almost half of the respondents, numbering 48%.
The survey results highlight the significant impact of the cost of living crisis on consumers over the past six months. All respondents, which totaled 100%, acknowledged the rise in food costs, influencing the food choices and shopping habits of 89% of participants.
A primary hurdle preventing access to sustainably sourced food is limited budget constraints, as only 29% of respondents are willing to pay more for sustainable options, despite their dedication to making environmentally friendly choices. If greener items were more affordable, 86% of those surveyed would be willing to pay up to an additional 25% for these products.
Regarding dietary adjustments for environmental benefit, 58% of consumers are presently not altering their eating habits. However, when considering the environmental impact of food production, 71% of respondents stated their willingness to modify their diet accordingly.
Davide Ceper, CEO at Varda, commented on these findings, stating, “Ultimately, these results highlight that sustainability is like a glass that is both half full and half empty.” He emphasized the progress made towards a less environmentally impactful future food supply, but acknowledged major concerns regarding the accessibility of greener food choices. Moving forward, action must be taken to preserve our future and ensure a healthy and thriving natural capital. This may entail finding ways to calculate the externalities of food or implementing technology to drive sustainable farming practices. Global collaboration will be pivotal in consistently meeting our sustainability targets and effecting tangible changes. Awareness is no longer sufficient; decisive action is needed.
In response to these issues, Varda advocates for a transition to a nature-positive food system and regenerative farming. This entails enhancing interoperability and transparency across the food value chain.
This research sheds light on consumer attitudes towards sustainable food sourcing and highlights the challenges faced amidst rising food costs. It underscores the need for more affordable and accessible greener food options and the importance of taking action to create a more sustainable future through global collaboration.
