Are You One of the 72 Percent of Americans Who Feel an Urgency To Eat More Sustainable Food? Then You Might Pay More for It, Too

A survey by Sodexo found that 72 percent of Americans feel an urgency to eat more sustainably and are willing to pay more for sustainable food options. The survey highlighted a growing interest in plant-based diets, reducing food waste, and supporting local producers. While Americans prioritize price and taste when purchasing food, there is a gap between the desire for sustainable eating and actual behavior.

Findings from New Culture's research show that consumers, including omnivores, are interested in sustainable food alternatives such as animal-free cheese. The willingness of consumers to pay a premium for sustainable food options, like the Impossible Burger, indicates a growing awareness of the environmental and ethical impacts of food choices. Overall, there is a readiness among consumers to adopt more sustainable practices, even at a higher price, as novel alternatives to animal products reach economies of scale.