Sustainability has dominated the food and beverage conversation for the past two decades, with consumers increasingly concerned about the damaging effects of climate change, and the future of the planet.

But opinions are changing and consumer interest in sustainability is beginning to wane. So, do consumers still care about sustainability, and if not, where do their priorities lie?

However, a recent survey by EIT Food Consumer Observatory suggests that consumer interest in sustainability is weakening. In fact, results showed that just 9% or Europeans prioritise sustainability in their lives.

Furthermore, the number of consumers who consider sustainability, when making purchasing choices, has declined from 51% to 46%, since 2020.

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But with cost remaining a major concern for consumers, will higher-priced sustainable products simply be left on the shelves? And will this ultimately force an industry change?

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