Mornflake’s latest research has brought to light the fact that more than half of Brits are eager to embrace greener practices. However, it has also pointed out that there is a significant knowledge gap between the food on their table and the processes it goes through to get there. The study shows that nearly 42% of Brits acknowledge their limited understanding of food sustainability, while 38% admitted to having little to no knowledge about the source of their food. This underpins the increasing need for education and awareness among consumers.
Furthermore, the lack of transparency from the food industry is a major hurdle hindering consumers from making informed choices. Most Brits (61%) express that increased transparency regarding the origin of food products would enable them to make conscious choices and consider the environmental impact of their purchases. However, half of the respondents assert that cost is one of the prominent reasons for not being environmentally conscious in their day-to-day life. About 72% say companies need to make their sustainable products more affordable.
The survey indicates that British consumers genuinely want to create a positive environmental impact, whether by purchasing food that minimizes waste (52%) or buying locally sourced items from farm shops or local suppliers (42%). Nearly half of the respondents (46%) reported that they wanted to be more sustainable due to caring about the environment.
To this end, the British breakfast brand has launched its T-oat-ally Positive Impact Report, demonstrating the brand’s sustained commitment to a more sustainable future. The report emphasizes the need for more education and transparency to help consumers understand the impact of their purchases. So they can feel confident that they are shopping more sustainably.
The T-oat-ally Positive Impact Report explores three key themes: the public’s current knowledge surrounding food sustainability, people’s perceptions of carbon and their individual carbon footprint, as well as renewable energy and water consumption habits. Finally, it provides practical solutions to make food sustainability more accessible for consumers in the future.
The Managing Director of Mornflake, James Lea, asserted that the research findings support Mornflake’s decision to reimagine its Might Oats range. With a new focus on providing positive energy to people and the planet, Mighty Oats range makes use of healthy ingredients, a carbon-neutral milling process, and 100% recyclable packaging. Lea further stated that Mornflake recognizes the growing significance of sustainability and the need for transparency with consumers regarding the source of their food.
