Recent studies highlight a significant shift in consumer preferences, with sustainability emerging as a central concern in the dining experience.

Consumer Expectations and Industry Trends

Today’s diners expect brands to take proactive steps toward sustainability, including reducing carbon emissions, adopting ethical practices, and utilising regenerative agriculture. In 2025, transparency, traceability, and carbon neutrality are expected to become critical drivers, influencing marketing strategies, product development, and supply chains.

The demand for sustainable food and beverages has risen by 18.4% over the past two years. Companies are now compelled to align health, experience, and sustainability in their offerings to meet evolving expectations. (Source: TasteWise, Flavour Chase: 2025’s Most Disruptive Food & Beverage Trends)

Consumer Desire for Local Sourcing and Environmental Stewardship

A report by the National Restaurant Association emphasises:

“Customers want the restaurants they frequent to help the environment, reduce food waste, and share the story of where their food comes from.”

Generation Z: The Driving Force Behind Sustainability

Studies reveal that Generation Z is leading the charge in sustainable dining preferences:

• Environmental Commitment: 70% of Gen Z supports climate-smart agricultural practices, and 55% are willing to pay more for environmentally sustainable products. Over half prioritize brands that reduce environmental impact or use locally sourced foods. (Source: Whole Foods Market Media)

• Plant-Based Preferences: Approximately 13.7% of Gen Z follows vegetarian, vegan, or flexitarian diets, seeking nutritious and sustainable alternatives to meat and dairy. (Source: Attest)

• Quality and Spending: 80% of Gen Z considers food quality essential, and 70% are willing to pay a premium for high-quality dining experiences. (Source: Whole Foods Market Media)

These findings highlight Gen Z's readiness to invest in sustainable and high-quality dining experiences. Their environmental awareness and demand for transparency in food sourcing make them a key demographic driving the sustainability movement in the restaurant industry.

Broader Consumer Trends Toward Sustainability

• Willingness to Pay More: 70% of diners are prepared to spend more for meals at environmentally friendly establishments, with 19% willing to pay over £10 extra. (Source: Lightspeed)

• Impact on Patronage: 26% of eco-conscious diners would stop visiting a restaurant if it lacked sustainable practices. (Source: Lightspeed)

• Demand for Transparency: Half of surveyed diners expect restaurants to provide carbon footprint labeling on dishes to aid informed choices. (Source: Lightspeed)

These findings underscore a growing trend in consumer preferences for sustainable dining experiences, reflecting the increasing demand for transparency in food sourcing.