New research from digital and data experts TWC has revealed that 41% of consumers say they are happy paying slightly more if it means making a more sustainable choice when eating out.

The TWC Trends research was conducted in June 2022 and showed that younger consumers were more likely to agree; with 52% of 18-34’s saying they are happy to pay more for a sustainable choice when eating out, compared to 37% of 35-54’s and 35% of those aged 55+.

There were also significant regional differences, with the highest agreement in London, reflecting both a younger population and a greater choice of sustainable restaurant concepts in the capital. Wales and the West was the next highest, with 48% of consumers in the region agreeing they were willing to pay slightly more for sustainable choices when eating out.

Sarah Coleman, Communications Director at TWC comments:

“The higher willingness of younger consumers and those in London to pay slightly more for a sustainable choice when eating out is consistent with those who are more likely to make sustainable choices when shopping for groceries. There is however a similar watch out that this may be deprioritised as the cost-of-living crisis bites and consumers inevitably eat out less and/or seek to spend less per occasion.”

“However, given the rising cost of doing business, it makes sense for operators to adopt seasonal menus, increase plant-based options and repurpose food destined for waste to increase efficiency and reduce costs, whilst simultaneously driving sustainability credentials. We have seen many restaurant concepts embracing such initiatives and creating a real point of difference.”

The TWC Trends Summer Edition 2022 series is based on the views and sentiments of over 1,000 consumers across the UK. The research was conducted 14-18 June 2022.  For a free download of some of the summary slides from this research, please visit: