Last year, Sodexo released the results of its second annual Sustainable Food Barometer, a wide-ranging survey of over 7,000 consumers across 5 different markets aimed at understanding attitudes around sustainability. When the results were released, one thing stood out: sustainability-minded consumers also eat meat. Sodexo divides consumers into three different groups when it comes to sustainability: Committed, Undecided, and Distant, and it found that even consumers who are the most committed to sustainability eat meat at similar rates to those who are less focused on sustainability. In fact, the majority of consumers in every group eat meat several times a week.
Knowing there is this overlap, what does sustainability look like to a consumer population that loves and regularly eats red meat?
We know it starts with the farmer. According to the Gardner Annual Food & Agricultural Policy Survey, consumers trust farmers more than any other group in the food system. Similarly, the Sodexo survey found that consumers think farmers are more helpful in moving us to a sustainable diet than any other group. It’s important that farmers tell the story of their farm and animals, showcasing the sustainable practices they have implemented. It’s also an opportunity for operators to tell that same story, showcasing those same farmers as the source of their meat.
Labeling and messaging can also help tell the sustainability story. According to Midan, interest in meat products that have “better for the planet” messaging and labeling is rising, with 38% of consumers purchasing those options in 2024, up from 29% in 2019.
In study after study, we’ve also seen that one theme takes precedence in consumers’ minds in relation to sustainability: reducing waste. In the Sodexo study, more consumers said they want foodservice industry decision makers to reduce food waste than any other action. For a premium category like meat and protein, find ways to showcase that you take the value seriously and don’t waste anything. Consider offering smaller protein portions for those consumers who crave a red meat fix but don’t want to leave a lot behind on the plate – this can be a win-win to meet their needs as well as working for your price point.
It's clear that sustainability-focused consumers are also meat-eating consumers. Understanding how to reach them will only become more important in the years ahead. Indeed, when we asked consumers which foods we’ll eat more of in the future, a third told us we’ll be eating more climate-friendly and sustainable foods. For consumers, the future of food isn't about choosing between enjoying a steak and caring for the planet – it's about bringing these worlds together through responsible action and smart sourcing.
Editor’s Note:
For more on reaching sustainability-minded consumers with the meats on your menu, check out the other articles from this month’s edition. The chefs’ take on what they see in their operations, and a quick video showing what sustainable red meat production looks like Down Under, featuring the farmers themselves.