Customers keen on sustainability, but not all are willing to pay for it

The study of more than 5,000 British consumers found that 65% expect to see ethically sourced food and drink when eating out, and 25% would pay more for it.

Just over half (54%) expect to see environmentally-friendly packaging and 25% would pay extra for it, while 22% said they would spend more at a business that was reducing its carbon footprint.

But 43% said none of these initiatives would justify them paying more.

Customers with an interest in sustainability have an average monthly spend on eating and drinking out of £92.25, compared to £81.73 for those who don’t rate sustainability as important.

“The environmental impacts of restaurants, pubs, bars and hotels are under intense scrutiny, and all operators will need to demonstrate a genuine commitment to sustainability as we enter the new decade," said Karl Chessell, business unit director, food and retail at CGA.

In August CGA’s Business Confidence Survey polled more than 130 leaders in the eating and drinking out industry, and found 91% consider sustainability to be a priority area for their organisation.

Two in five dedicated more resources to sustainable initiatives in 2019 than 2018.

Almost half (48%) said reducing food waste was an area of concern, and two thirds say they are tackling this through menu engineering.

The findings are outlined in the latest Future Shock report by CGA and UKHospitality,​​ published this month.