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Sustainability in Europe: What Consumers Want From Food, Packaging and Restaurants

We asked consumers how sustainability shapes what they buy, eat and expect from foodservice. Get the key findings in our free preview report.

Sustainability now shapes what Europe buys and eats

European consumers are already convinced that sustainability matters. The challenge for brands, suppliers and operators is turning that intent into choices at the shelf, on the menu and at the counter.

This free preview report draws from the five-part Sustainability in Europe series to show where consumers stand on price, trust, packaging and food waste, and how expectations differ across the five largest markets in Europe.

What 2,500 European consumers told us

  • 40% name price as the #1 barrier to buying sustainable food for the home
  • Fewer than half trust brand sustainability claims in France, the UK and Germany
  • 40%+ cite plastic and food waste as top concerns, compared with around 20% for carbon footprint
  • 49% would give up some functionality for greener takeaway packaging (five-market average)
  • 53–66% expect their sustainability expectations of restaurants to rise in the coming years

Built for the European foodservice supply chain

  • Foodservice manufacturers: See which sustainability claims consumers trust, which categories they prioritise and where the price ceiling sits, so you can shape product development and on-pack messaging market by market.
  • Distributors and wholesalers: Understand what your operator customers are being asked for, from local sourcing to antiwaste, and build ranges and value-led sustainable options that sell through.
  • Packaging suppliers: Get hard numbers on the trade-off between functionality and environmental friendliness in takeaway packaging, and see how attitudes to plastic differ between Italy, Germany and the UK.
  • Chains and operators: Learn which commitments drive visits, how to communicate them on the menu, and how far price premiums can stretch before diners walk away.

Frequently Asked Questions

Vertical flat lay composition with eco tableware, paper utensils and wooden bamboo cutlery set over light green background. Sustainable food packaging concept

  • What is the Sustainability in Europe preview report?

    Sustainability in Europe is a five-part Datassential report series on how consumers in France, the UK, Spain, Italy and Germany think about sustainable food and drink. It covers attitudes, priorities, habits at home and out of home, and what consumers expect from foodservice. This free preview report summarises the key findings from the full series.

  • Who is the report for?

    The report is designed for foodservice manufacturers, distributors, packaging suppliers and restaurant chains operating in Europe. It helps teams understand which sustainability claims, products and commitments resonate with consumers in each of the five markets.

  • Which countries does the research cover?

    The research covers France, the United Kingdom, Spain, Italy and Germany, with 500 consumers surveyed in each market. Results are reported for each country so you can compare attitudes market by market.

  • How was the research conducted?

    The findings come from an Datassential survey of 2,500 consumers (500 per market) carried out in February 2026.

  • What is the biggest barrier to buying sustainable food in Europe?

    Price is the biggest barrier. Around 40% of European consumers say sustainable options are too expensive when shopping for the home, and only 18–26% of diners would accept paying more at a restaurant. Lack of clear information is the next most common barrier.

  • Do European consumers trust sustainability claims?

    Many do not. Fewer than half of consumers in France, the UK and Germany trust the sustainability claims made by food brands, and trust in restaurants is the same or lower in every market. Germany is the most sceptical, with 39% trusting brand claims.

  • What do consumers think about sustainable takeaway packaging?

    Most are willing to compromise. Across the five markets, nearly half (49%) would give up some functionality for greener takeaway packaging, 40% want a balance, and 11% put functionality first. Italy is the most willing (60%), while the UK is the most attached to functionality.

  • What do diners expect from restaurants on sustainability?

    Diners expect restaurants to fight food waste, treat employees fairly, be transparent about sourcing and avoid greenwashing, with 72–92% rating each as important. Social commitments matter as much as environmental ones, and menu labels are the preferred way to communicate them.

  • Which sustainability issues matter most to European consumers?

    Visible issues matter most. Plastic waste and food waste are cited as top concerns by more than 40% of consumers in all five markets, compared with around 20% for carbon footprint. Pesticides, animal welfare and water use follow, with clear differences by country.

  • How do attitudes differ between European markets?

    Italy and Spain are the most engaged markets, while the UK and Germany are more reserved. France prioritises local sourcing, Germany packaging and animal welfare, Spain water and fairness, and Italy plastic and plant-based options.

  • Is the report free?

    Yes. The preview report is free to download. The full Sustainability in Europe series, with country deep-dives, detailed results and activation levers, is available through Datassential. Get in touch to request access.