Over the last few years, the sale of sustainable foods has seen massive growth.

Between 2015 and 2022, sales of food products marketed as sustainable grew 2.7 times faster than conventionally marketed products.

However, the figures in 2023 are not looking as promising.

Recent figures from the consumer intelligence company NIQ show that in the UK, the sale of chilled meat alternatives during this year’s Veganuary were down 16.8% compared to last year.

And a number of brands have recently pulled their plant-based ranges from the shelves.

Although plant-based is just one aspect of choosing food sustainably, a 2023 Mintel report claims that due to the cost of living crisis, sustainability is now less of a priority for consumers in general.

So, are consumer attitudes towards sustainability changing? What is behind the slowdown in growth? And where could the market be heading?

Klaus Grunert, Founder, MAPP Research Center