In the UK, there is a growing trend of „sustainability-aware“ diners who are willing to spend more on eating and drinking out in order to support environmentally friendly practices. According to CGA’s latest Wine Insight Report, these eco-conscious consumers spend around £9 more per month than the average consumer on dining experiences. This demonstrates a significant shift in consumer behavior towards supporting sustainable practices in the food and beverage industry.
The report also highlights that 74% of wine drinkers in the UK claim to lead an environmentally friendly lifestyle, which is higher than the 69% level for all drinking age consumers. This shows that a majority of wine drinkers are actively seeking out ways to reduce their environmental impact and support sustainable initiatives. In terms of spending habits, the report reveals that the average monthly on-trade spend for sustainability-aware consumers is £115, which is almost 8% higher than the overall average spend in restaurants, cafes, pubs, and bars.
Interestingly, the report also found that 32% of sustainability-aware wine drinkers tend to order wines in the mid-to-high price bracket, compared to only 21% of all wine drinkers. This suggests that these consumers are willing to invest in higher quality and ethically sourced products. In fact, 80% of sustainability-aware wine drinkers stated that they would pay more for a wine that has been ethically sourced, further emphasizing their commitment to supporting sustainable practices in the wine industry.
Moreover, the report highlights that 36% of consumers consider the sustainability credentials of a venue before visiting, and 34% would be less likely to visit a venue in the future if they discovered that it did not take sustainability seriously. This indicates that sustainability is a key factor influencing consumer decisions when it comes to dining out. However, despite the strong interest in sustainability, CGA notes that there is still a gap between consumer interest and knowledge.
Only 28% of wine consumers are aware of the practices of „all or most“ wine brands, indicating that there is a lack of understanding about what makes a wine sustainable. This suggests that there is a need for greater education and transparency in the industry to help consumers make more informed choices. Overall, the data from CGA’s Wine Insight Report highlights the growing importance of sustainability in the food and beverage industry and the willingness of consumers to support eco-friendly practices through their purchasing decisions.
