Consumers broaden food expectations

Half of consumers worldwide now consider the sustainability of food and drink itself, not just its packaging, when buying, a survey of 14,000 shoppers across 18 countries has discovered. This suggests that their understanding of sustainability is evolving to include wellbeing and nutrition, with sustainable packaging now considered standard.

The poll, by nutrition company Kerry, also found that eight in 10 consumers think it’s important for each person to contribute to sustainability, although three in four relegate primary responsibility to the industry. People born between 1980 and 1989 were most likely to be deeply engaged, and those born between 1999 and 2004 expected manufacturers, brands and external authorities to take the lead.

Consumers, particularly in France, Benelux and the UK, see sustainability as both something that impacts them, and that they can impact. The largest barrier is a lack of understanding of personal impact, indicating an opportunity for producers and manufacturers as consumer demands evolve.

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