The survey of over 14,000 consumers across 18 countries found that just under half (49%) of consumers are considering sustainability when purchasing food and drink products. Typical associations with sustainability such as sustainable packaging and environmental preservation are now considered to be the standard for many consumers.
The UK, French and Benelux populations are now considering sustainability as something that directly impacts them and upon which they can have an impact such as food waste reduction and searching for clean label claims including ‘locally sourced’, ‘no artificial colours’ or ‘organic’.
The research also revealed that 84% of those surveyed believe it is ‘important’ for each person to contribute to sustainability. The largest barrier to adopting sustainability remains a lack of consumer understanding of their personal impact on the planet.
Soumya Nair, insights director at Kerry, commented: “These sustainability-minded consumers are actively seeking out food and beverage products that have a significantly positive impact on the planet as well as on their personal health and wellbeing, seeking products with clean label claims and locally sourced ingredients.
“These findings have major implications for the food and drinks industry as we are clearly at a significant and critical moment regarding sustainable nutrition. By helping consumers access more sustainable products, we can help them eat healthier, with less waste and improve local communities as a result.”
The Kerry research found ‘older millennials’ (1980 – 1989), ‘the frontrunners’, are more likely to be deeply engaged with the issue (46%) compared with ‘younger millennials’ and Gen Z who are concerned about sustainability but lack understanding of their own impact.
To read the full report, visit here.