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The Future of Sustainability in Food and Drinks
Business Insights, Sep 2011, Pages: 108
Consumers increasingly expect companies to take a lead role in addressing sustainability concerns, and are more willing to act on their sustainable values and shop ethically. This report aims to understand consumer attitudes towards sustainability, and the latest trends in the market for sustainable food and drinks, in order to identify key opportunities for innovation and growth.
Features and benefits:
- Assess the range of different “green” behaviors exhibited by consumers and understand different green consumer segments.
- Understand how to target high potential green consumer segments and effectively alter brand or product positioning to appeal to other segments.
- Gain an insight into how consumers judge sustainability claims and understand how to effectively communicate sustainability benefits to consumers.
- Assess the key routes (organic, Fairtrade, and eco-labeling) to making products more sustainable and appraise the size of key sustainable categories.
- Review some of the major sustainability certifications: what they stand for, and their level of uptake.
Highlights:
Sustainability is now a mainstream issue. Most consumers are acutely aware of its extent and impact, ranking environmental concerns as a high priority. Today’s consumers are acting on their values and consider ethical shopping as a way to support their commitments, evaluating the environmental impact of a product when making purchasing decisions.
Consumers are willing to pay a premium for sustainable products if it can be justified through superior performance or additional benefits such as health or future cost savings. The most popular sustainable behaviors, such as using energy efficient appliances or buying locally produced goods, are also budget friendly.
Lack of awareness of sustainable alternatives and confusion over certification labels and manufacturer claims is the greatest obstacle to sustainable consumption. There is a significant opportunity for companies to assist consumers to make more sustainable purchases through improvements in marketing and on-pack information.
Your key questions answered:
- What’s the size of the organic and Fairtrade markets and how widespread is the uptake of, and knowledge of, Fairtrade and organic goods?
- What are the key things consumers look for in sustainable food and drinks brands and products, and do their buying habits support their beliefs?
- What different types of green consumer exist, how is their behavior characterized, and how prevalent are these green consumers within the population?
- What information channels do consumers use to assess sustainability issues and green products? How can food and drinks companies leverage them?
- What attributes must a sustainable food and drinks product have and how do they relate to traditional drivers such as value for money or convenience?
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