Despite the cost of living crisis, sustainability is a major consideration among consumers when purchasing food products. According to results gained from Tetra Pak’s 2023 Nutrition Index, a large number of consumers are beginning to develop a “climatarian” mindset — that is, the willingness to make meaningful trade-offs that they believe will have a positive environmental impact.
In terms of consumer products, there is a notable intertwining of the welfare of people and the planet. This is reflected in the belief that what benefits the environment should also be beneficial for individual health.
At least 54% of consumers are willing to switch their diets to contribute to a better world.
According to the survey, 70% of respondents believe that healthy food products should not be detrimental to the environment. Moreover, half of the respondents suggest that if a food or drink product is not healthy for an individual, it is likely not sustainable for the planet.
This highlights a growing consumer interest in the environmental impact of their consumption choices, linking personal health with the health of the planet. The key findings are highlighted below.
Health and the environment
The recent survey indicates that a majority of global respondents, approximately 67%, recognize the impact of environmental issues like pollution, depletion of natural resources, and global warming on human health. This perception is particularly pronounced in Kenya and China, where 86% and 85% of respondents, respectively, acknowledge this impact.
Furthermore, there is a growing trend in holistic and mindful health among consumers, which underscores the relationship between mental and physical wellbeing and the natural environment. This trend is supported by clinical studies, highlighting the deepening awareness of the connection between human health and the environment.
Diet is another factor coming into play. The survey found that at least 54% of consumers are willing to switch their diets to contribute to a better world. This is formed out of a strong belief that food and beverage purchasing and consumption decisions can make a positive difference in building a greener, more sustainable food system.
Reducing packaging and food waste
Packaging plays a crucial role in consumers’ perceptions of health and sustainability. The most desired attribute for packaging of healthy products is recyclability. Despite the perception that sustainable eating is more expensive — a view held by 65% of consumers — nearly half (47%) would consider altering their menu choices for more sustainable options.
Additionally, the issue of food waste emerges as a major concern among consumers, with 38% citing it as a problem. This concern surpasses other issues, such as high prices, potentially because food waste represents both an environmental and economic challenge.
This growing awareness of food waste is leading to new opportunities in the food industry, particularly in the development of upcycled food products. These products aim to reduce waste and promote sustainability, aligning with consumer preferences for environmentally conscious consumption.
The importance of buying from ethical brands
Sustainability is becoming more of a priority for consumers as environmental climates worsen — creating a tendency to purchase from ethical and sustainability-oriented brands. Recent studies by McKinsey and NielsenIQ support this claim, showing a clear consumer preference for sustainable food options.
Brands with credible ESG claims have shown higher sales growth, notably an 8% point increase compared to those without such claims. This trend is particularly pronounced in the grocery sector, where products touting reduced carbon footprints have seen a 10% year-over-year sales increase.
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