Environmental concerns unite consumers of all ages
FMCG Gurus’ consumer insights show that seven in ten consumers globally are concerned about the state of the environment. This proportion is similar across the four cohorts surveyed (Generation Z, Millennials, Generation X and Baby Boomers).
Issues including climate change, global warming, pollution and the destruction of biodiversity. Consumers are also worried that, without immediate action, the climate crisis will have an even greater impact in the future.
The role of the food, drink and supplement industries
Furthermore, seven in ten consumers across all cohorts feel that food, drink and supplement manufacturers should be doing more to protect the planet. Consumers recognize that, due to climate change, supply chains are disrupted and extreme weather affects harvests. But at the same time they also feel that these industries are contributing towards environmental damage. Issues such as pollution from livestock-based production and factories, unethical treatment of farmers, and global supply chains are considered to be contributing towards climate change.
To win consumer trust the food, drink and supplement industry must be transparent with their supply chains and processes. This shows that significant changes have been made to be more sustainable and ethical, and will appeal to consumers.
Changing habits and learning new skills
Consumers feel the responsibility to make global society more sustainable lies with governments and big businesses. However, they also understand that there are changes to be made on an individual level. Reducing food waste and being more resourceful with food and drink is important to consumers looking to live more sustainably. This is driving interest in meal planning, low-waste recipes, innovative use of leftover ingredients. In addition, many are learning how to preserve and extend the life of fresh produce.
Barriers to an eco-friendly lifestyle
Although each generation cares about the state of the environment, they face barriers to living a fully sustainable and eco-friendly lifestyle. Financial pressures, busy lives and uncertainty around trusting sustainability claims can become challenges for consumers.
Over half of consumers of all generations stated that the premium price of sustainable products is the biggest barrier to purchase. There is a perception that brands are using higher costs related to sustainable practices without providing benefits or complete transparency. This contributes towards the distrust consumers have towards the food, beverage and supplement industries when it comes to sustainability credentials.
High prices and the fact that portions of food are often made for multiple people and not packaged adequately to prevent food waste will be especially challenging. This will be the case for the youngest and oldest of consumers. These groups are more likely to be shopping for one person when the majority of food is sold pre-packaged in larger quantities.
Looking to the future
Brands can help consumers to overcome these barriers and support their goal of leading an environmentally friendly lifestyle. This can be done by demonstrating how sustainable practices contribute towards an overall improvement in quality and nutrition. This therefore adds value and encourages trade-up. Products considered to be transparent, trustworthy and provide value for money will be particularly appealing for consumers looking to make more sustainable choices in the long-term.
