Canadians believe eating sustainably is too costly, survey says
Two-thirds of Canadians believe sustainable food options are too costly—but Sodexo Canada’s Davide Del Brocco says this is a common misconception.
Del Brocco is the CSR senior sustainability manager of food service company Sodexo Canada, which recently released its second Sustainable Food Barometer.
The Leger-conducted survey of 1,514 Canadians provides insights on consumers’ sustainable eating habits.
“Price is the first thing you notice in the grocery store and it’s what’s most understood by consumers,” Del Brocco says. In fact, three-quarters of Canadians say price is the first thing they pay attention to when grocery shopping.
But there is a common misconception that sustainable, plant-based food is more expensive, he says. Responsibly sourced whole-plant ingredients, such as beans or legumes, are often cheaper, healthier and better for the environment.
READ: Deloitte's Joe Solly on where to start with sustainability
The study found 50% of consumers associate sustainable food with improved health but that misconceptions about price remain the top hurdle to a more sustainable diet.
Nevertheless, most Canadians are on the way to a healthier, more sustainable diet, with 69% reducing food waste in their households (down from 75% in 2023) and 50% intentionally cooking leftovers instead of throwing them away.
In addition, about half of Canadians store food better to avoid waste, recycle or compost, reduce consumption of processed foods and avoid plastic packaging. Older Canadians, aged 55 or over, are much more likely to take all these steps.
While misconceptions about cost are the top hurdle preventing more consumption of sustainable products, the survey found one-third of Canadians do not like the taste of sustainable products.
Taste is about brand trust, Del Brocco notes. “If I’m in a grocery store, I can’t necessarily taste which product is better than the other, but typically I’ll recognize a trusted label. That trust is built on taste.”
The survey also found one in three Canadians do not want to change their eating habits. When it comes to red meat, 20% of Canadians are unwilling to reduce their consumption despite the fact it is increasingly costly.
Reducing the portion sizes and frequency of red meat would reduce food costs and carbon footprints while improving diets, the study notes.
For their part, Del Brocco says grocers should set targets to improve sustainability that range from reducing the use of single-use plastic to identifying the carbon impacts associated with the food they sell.
READ: Grocers are tackling food waste—and helping shoppers save
He also recommends food retailers use less packaging overall, seek more locally sourced products and take a hard look at supply chains as part of their transition to more sustainable food.
“If something’s got a certification that it’s sustainably sourced or if it’s local, these are the things that you want to start calling out. When you start calling them out, you’re going to drive responsible sourcing.”
Consumers, on the other hand, can transition to more sustainable diets by focusing on adjustments or reductions instead of making major changes, he says.
The survey found half of Canadians are willing to eat a sustainable dish even if it took longer to cook, while 40% will eat sustainable dishes and products even if they are more difficult to cook or less visually appealing, and one third would still do so even if they are less convenient or less easy to find.
Half of Canadians associate sustainable food with improved health. Equal numbers feel both positive and negative emotions about adopting a more sustainable diet (61% and 62%).
More than two fifths associate sustainable food with reduced waste and environmental impact, support for local producers and economies and long-term food security.
Del Brocco says that while people may be somewhat unclear about what it means to be sustainable, “We need to take a little bit of pride in the fact that more and more people are understanding that they don’t need to waste food, they need to reduce their use of single-use plastics, and they do need to invest in the local economy.”
