In the food and beverage industry, staying ahead of trends is crucial. Consumers are increasingly prioritizing sustainability and resource efficiency when making purchasing decisions. In a recent digital summit the author of Mintel’s Global Outlook on Sustainability report emphasized the need for businesses to adapt their marketing vocabulary. Instead of using the term “environmentally friendly,” companies should focus on reduced impact, mitigation, and efficiency to align with consumer preferences.
One example of best-in-class product innovation comes from Barilla. Their “passive cooking” initiative encourages consumers to cook pasta for only two minutes, then turn off the hob and let the steam finish cooking the pasta. This method not only reduces carbon emissions by up to 80%, but also saves consumers 80% on their energy bills. By tying personal and planetary benefits together, Barilla successfully appeals to consumers’ desire to contribute to a wider positive movement.
The shift towards sustainability as a key differentiator is driven by rising prices, shortages, and extreme weather events. Consumers have experienced the direct impact of climate change, leading to food and water shortages surpassing plastic pollution as major concerns. As a result, shoppers have learned that everything is interconnected in the realm of environmental sustainability, and inaction against climate change leaves everyone exposed to various threats, including rising costs and supply chain disruption.
Despite these challenges, over 50% of consumers believe they can make a positive difference through their choices and purchases. This presents an opportunity for businesses to attract loyal consumers who are looking for protection and solutions. Building trust and emphasizing efficiency rather than using greenwashing tactics will be key for companies in the food and drink industry.
Realistic and contextual communication is crucial for maintaining consumer trust. Reduction of carbon emissions should take precedence over carbon offsetting schemes, as 66% of consumers prefer companies to take direct action. Additionally, highlighting efficiency and achieving more with fewer resources is essential to avoid the perception of greenwashing. Consumers are also receptive to ideas such as food produced from leftover ingredients and genetically modified crops that can withstand pests and extreme temperatures.
To stay informed on industry trends and insights, Mintel’s Richard Cope advises accessing on-demand content from the Climate Smart Food digital summit. The food and beverage industry must consistently adapt to changing consumer demands, regulatory requirements, and packaging innovations. By incorporating sustainability, efficiency, and consumer preferences into their strategies, companies can thrive in an evolving market.