Consumers are more concerned about reducing their carbon footprint and place more value on locally-sourced produce than organic food, a new survey has found.
The poll, which was commissioned by shopping mall Westfield London, found that nearly two-thirds of diners feel that it’s important to source food locally.
More than half said they were not concerned if their food is organic.
Support for organic produce is highest in London where 55% of those questioned are committed to organic.
Rachel Belam, leasing executive at Westfield London, said the emphasis on local sourcing and lack of apparent interest in organic produce across most of the UK was surprising.
“The different attitudes from Londoners showing a desire for ingredients that are both organic and locally sourced will present the restaurants opening at Westfield London with an exciting opportunity to appeal to both needs,” she said.
The poll, which questioned 950 adults, also found that 36% of diners are now eating out more often than they were five years ago, with 16% saying they eat out twice a week.
Nearly two-thirds of diners prefer to return to their favourite restaurant to trying out new places, while 60% said they will try new cuisines in 2008.
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By Kerstin Kühn
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