More evidence to suggest that the consumer spend is influenced by eco-friendly and sustainable options.

Sustainable and eco-friendly decisions and changes are a constant conversation within and driver for many businesses and much positive change is currently taking place. From sustainable sourcing to eco-friendly packaging, from reducing food waste to seasonality, all important considerations and necessary amendments but sometimes, a question arises as to whether consumer behaviours and their resultant spending will support these often more expensive changes.

With tomorrow (22nd April) being World Day, coupled with the rising importance sustainability has on our food choices world-wide which in turn is pivotal for restaurant success, consumers continue to become hyper aware of the impact food practices have on the environment. Now more than ever, consumers globally are making purchases based on what is meaningful to them.

An interesting study produced by online ordering solution Deliverect, which covered the insights from 7000 global consumers found that while 65% of global survey respondents said they find healthy, sustainable eating to be more expensive, almost half (43%) said they are willing to pay more for takeaways in restaurants that have visible sustainability practices. Another 47% would even consider changing what they order from the menu to be more sustainable.

UK respondents were part of the survey, with UK-specific insights revealing:

• Over half (58%) of all Brits think takeaway restaurants should do more to avoid unnecessary food waste; a further 45% expressed deep frustration with the amount of food waste produced by restaurants claiming that it puts them off from repeat purchase
• The UN Environment Programme’s Food Waste Index reports more than 900 million tons of food is thrown away each year - and it’s on consumer radars. The survey revealed that while 67% of consumers usually keep larger than necessary food portions for another meal (leftover), over half (51%) say seeing large amounts of food waste frustrates them and puts them off from ordering from that restaurant again.
• 41% of UK respondents would like to see more eco-friendly food options on delivery apps
  More than a third (35%) of Britons plan to prioritise sustainable food delivery choices once inflation and cost of living pressures ease.
• In the UK, 59% of restaurant goers do not think there are enough eco-friendly food choices available on the market

But it is not only sustainable or eco-friendly food options which consumers are willing to pay more for but also sustainable packaging solutions with some consumers even confirming that it even impacts where they choose to order from, with the study finding:

• 54% of consumers would prefer to order from restaurants that remove excess packaging from the food delivery
• Over half (56%) would also show preference to a restaurant that uses eco-friendly packaging and doesn’t use single-use plastic
• 63% of consumers believe having sustainable packaging (plant-based/non-plastic/compostable) is important to them

At the end of the day all of the above is underpinned by communication and the consumer is today well informed so the need to communicate sustainable and eco-friendly activities is more important than ever.

• Over half (56%) would like restaurants to better share how they are working to make takeaways/deliveries more sustainable
• 56% also don’t think restaurants are very transparent about their sustainability practices
• 66% feel it’s important that restaurants are open about their practices to limit food waste

With so much pressure on businesses to change for the better, it is positive to see that the consumer will, to a certain extent support these sustainable and eco-friendly changes.