Consumers are increasingly demanding sustainable food and drink options, with purpose-driven consumers accounting for 44% of consumers, according to a global survey by the IMB Institute for Business Value (IBV) and the National Retail Federation (NRF). However, the survey also revealed an intention-action gap, with only 31% of consumers stating that sustainable products comprised more than half of their last purchase. Brands and retailers need to take action to address this gap and satisfy these shoppers. Economic determinants, such as cost, income and availability, are key factors that influence purchasing decisions. Therefore, offering sustainable food and drink at a discount can prove an effective strategy. La Fourche, an online organic store, for example, claims to stock the ‘best’ organic and sustainable brands at a discount of between 20-25%. The store can offer discounts because it can buy and sell in bulk and does not have the high overheads of a bricks-and-mortar store.
However, other approaches can be taken to encourage sustainable consumption. Some consumers lack an understanding of what sustainability means. Certification and standardisation can play a role in addressing this issue, but brands and retailers need not communicate this information to all consumers. They can make sustainability attractive, interesting and simple by significantly raising the sustainability credentials of product ranges and creating sustainable supermarkets. Too Good To Go, an anti-food waste smartphone app, is an example of a brand that is trying to make combating food waste an exciting proposition. Consumers don’t know exactly what will be in their ‘surprise bag’, and the start-up is trying to inspire and empower consumers to make change in a fun and easy way.
In short, addressing the intention-action gap requires brands and retailers to offer sustainable food and drink options at affordable prices, increase consumer understanding of sustainability and create sustainable supermarkets. By taking these steps, brands and retailers can satisfy these shoppers’ needs for sustainable and eco-conscious products.