Food and Sustainability Trends in London
Growing attention has been placed on sustainability in the food sector. In London, a representative example within Europe where food-related sustainability initiatives are progressing, , consumers’ rising awareness of sustainability and regulations on environmental labeling are driving developments This article highlights insights gathered by our Research Division during a field study in London, focusing on trends at the intersection of food and sustainability.
Table of Contents
The Importance of Sustainability in the Food Sector
Sustainability has become a priority across industries, and the food sector is no exception. According to the FAO, 31% of global greenhouse gas emissions in 2019 came from food systems, making this a central topic at international conferences (*1).
At COP28, held in Dubai from 30 November 2023, the “Emirates Declaration on Sustainable Agriculture, Resilient Food Systems and Climate Action” was announced. The declaration calls for collaboration to promote sustainable development and strengthen climate action. It also requires participating countries to integrate food systems and agriculture into national adaptation plans and related frameworks by COP30 (2025). More than 150 countries have joined the initiative (*2).
Our ESG Global Trends Research Division conducted on-site research in London to examine how sustainability is being incorporated into the food sector. Based on this fieldwork, this article introduces key observations regarding food and sustainability developments in the city, including insights from Mercato Metropolitano, a sustainability-oriented community food market operated by MoviMento Metropolitano(*3).
Growing but Varied Consumer Awareness of Sustainability
In the UK, supermarkets across different price segments—from low-price range to mid-range and premium retailers—carry products with sustainability attributes. Examples include “free-from” products such as dairy-free items made without specific ingredients, as well as organic and plant-based products.
In premium supermarket chains such as Waitrose (*4), the assortment was notably extensive. The chain offered a private-label line of organic vegetables (*5), a dedicated section for meat alternatives, and a variety of plant-based cheeses. Beyond organic products, the number and diversity of sustainability-focused items were also significant.
Despite this variety, organic and non-organic products are not clearly separated in-store. Organic labels were present but not prominently highlighted; because they are not particularly emphasized, consumers may find them relatively difficult to notice.
Beyond general retail chains, London also has many specialty supermarkets dedicated to sustainability-focused products. An organic store visited by our research team stocked dairy-free, gluten-free, and low-sugar products that, although not organic, clearly positioned themselves as sustainable alternatives by communicating their sustainability value. This shows that access to sustainability-focused sales channels is not determined solely by being organic; producers and manufacturers can earn that access by presenting other objective and credible sustainability attributes.
In the UK, products can be labeled as organic if at least 95% of their agricultural ingredients are organically produced (*6). However, even in organic stores, non-organic but clearly communicated as sustainable products —such as plant-based, vegan, vegetarian, gluten-free, and dairy-free items—are widely displayed.
The foodservice industry is also increasingly integrating sustainability. Mercato Metropolitano (*7) is a food court whose concept centers on supporting and connecting with the local community.
The market originated from a project launched during the 2015 Milan Expo to restore a disused 150,000-square-foot station. Its first location was designed to retain the site’s original structure as a means to maintain the local community’s attachment to its history. Mercato Metropolitano expanded to London in 2016 and now operates three sites (*8).
The Elephant & Castle location, converted from an old factory, is situated slightly outside the city center, which allows for a larger space and more affordable prices. It hosts over 30 vendors and also provides community spaces for activities such as boxing, music, and film—demonstrating its intention to contribute to the local community beyond food. The Mayfair location, housed inside a converted church, has higher-priced offerings and attracts visitors taking photos, functioning partly as a tourist destination.
Although each location differs in its atmosphere and customer base, Mercato Metropolitano as a whole, drew crowds locally by strongly emphasizing its community-rooted operations and its impressive spaces designed to let visitors experience this firsthand.
This aligns with the broader view that promoting sustainability and social value requires more than selling products; it requires creating meaningful experiences.
Local consumers perceive Mercato Metropolitano as an evolution of traditional pub culture—a new type of community hub with broader and higher-quality food options. These cultural backgrounds can be considered important perspectives for understanding the positioning of the Mercato Metropolitano in London.
Local Japanese restaurants are another example of how sustainability awareness is being demonstrated. Dining SW3 (*9), located in Chelsea, hosts sustainability-themed events and offers newly developed sustainable dishes on a dedicated sustainability menu separate from its standard menu.
One effort can be found in a sustainable seafood project conducted with four chefs. They actually board fishing vessels to verify catch methods and ensure that all regulatory requirements—including size and seasonality rules—are met, sourcing only from certified fisheries that comply with these standards. As a result, they are able to use high-quality and genuinely sustainable seafood. They also work to pursue more sustainable ways of cooking and eating by minimizing waste, using the whole fish in preparation rather than discarding parts. (*10).
Regulations on Greenwashing
While sustainability-related trends continue to grow across Europe and more companies seek to market products on the basis of sustainability, some businesses have begun making claims without scientific backing. As a result, regulations addressing greenwashing—defined as overstating environmental or sustainability actions (*11)—are tightening.
For more detail on greenwashing, please see our previous article, “Required Actions for Greenwashing and SDGs Washing.”
The EU has strengthened regulations in this area, and one example is the tightening of rules on environmental and certification labels. In 2023, the European Commission proposed the Green Claims Directive, which aims to eliminate misleading environmental messages across the EU and address increasing greenwashing. For the first time, the directive outlines rules for environmental marketing claims and labeling (*12).
The UK is moving in a similar direction. In 2021, the Competition and Markets Authority (CMA) issued the Green Claims Code (*13), which outlines six principles companies must follow when verifying the accuracy of companies’ environmental claims.
Additionally, the Digital Markets Act adopted in 2023 states that businesses can be deemed to engage in unfair commercial practices if they make misleading environmental statements or omit key information that could affect consumer decisions (*14).
As seen in the EU and UKs, companies aiming to promote sustainability-oriented products and services must base claims on scientific and quantifiable evidence to avoid greenwashing and mitigate business risks.
Enhancing Product and Corporate Value
While consumer awareness varies in the UK, the sustainability-driven food market is more becoming more advanced and diversified . As demand continues to grow, more companies are entering the market, requiring compliance with regulations against greenwashing and similar practices.
Globally, interest in sustainable food is rising, and regulatory standards, including those on greenwashing, are becoming stricter. As global interest in sustainable food continues to grow and regulations—including those against greenwashing—become stricter, taking a more scientific, comprehensive, and quantitative approach is becoming increasingly important for companies that aim to leverage sustainability as a strength.
Our company develops and enhances analytical models that quantify environmental indicators using Life Cycle Assessment (LCA) and other methodologies aligned with domestic and international regulations and guidelines. We evaluate and communicate eco-scores for various food products, including primary agricultural and marine products, processed foods, and foodservice items – and also provide systems and services that support these assessments.
If you are interested in using scientifically grounded and quantitative food eco-indicators to strengthen the appeal of your products, please feel free to contact us.
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References
2.https://www.maff.go.jp/j/kokusai/kokusei/kanren_sesaku/attach/pdf/COP28-4.pdf
3. https://www.movimentometropolitano.com/
6.https://www.gov.uk/food-labelling-and-packaging/organic-food
7. https://mercatometropolitano.com
8. https://mercatometropolitano.com/about-us/
9.https://www.diningssw3.co.uk/#news
10.https://www.greatbritishchefs.com/features/what-is-fin-to-gill-sustainable-fish-cookery
11.https://www.tokyo-cci.or.jp/kentei/column_greenwash/
13.https://greenclaims.campaign.gov.uk/check-your-green-claims/