A significant number of consumers are now expressing their preference for sustainable food and beverage products. A global survey by the IMB Institute for Business Value (IBV) and the National Retail Federation (NRF) revealed that purpose-driven consumers – those who choose products based on how they align with their values – account for the largest segment (44%) of consumers. However, the survey also identified an intention-action gap. Although over half of consumers are willing to pay a premium for sustainability, less than a third (31%) reported that sustainable products constituted more than half of their last purchase. Brands and retailers must take a ‘large leap forward’ to satisfy these shoppers according to the researchers.
One reason for the intention-action gap may be the higher cost of sustainable food and drinks. Brands that offer eco-friendly products at a discounted price, such as La Fourche, an online organic store in France now expanding into Germany, are gaining traction. La Fourche sells ‘the best’ organic and sustainable brands along with its own brand, retailing at a discount of 20-25%. By buying and selling in bulk, online stores like La Fourche avoid the higher overheads linked to physical stores.
However, buyers’ understanding of what sustainability means can also be a problem. In France, the shift in preferences is from taste and nutrition to eco-conscious buying behaviours. La Fourche introduced an environmental front-of-pack label: the Eco-Score, in 2021, which 90% of the store’s members now recognise with 70% using the Eco-Score as the fourth most significant factor in their decisions. It’s important not to put too much reliance on consumer education, which confirms findings from the Wageningen University & Research (WUR), which states that most consumers’ decisions are not that deliberate. Taking action is essential in creating a more sustainable supermarket supply chain while raising the sustainability credentials.
Making sustainable products more attractive, interesting, and straightforward is vital. Certified eco-friendly products at various price points from cheap to premium will raise awareness and bring sustainability to the forefront of buyers’ minds. By focusing on fighting food waste and featuring sustainable food and beverage options, retailers and brands can attract buyers seeking eco-conscious brands. Offer simplicity by providing easy access to sustainably produced products and a supermarket that is entirely based on eco-friendly options. Finally, attractive marketing campaigns, highlighting how consumers can make a positive impact by choosing the eco-friendly products can be a decisive factor in creating sustainable consumption behaviours.