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What are the expectations of customers for sustainable food and beverage?

What are the expectations of customers for sustainable food and beverage? consumers, drink, food, sustainable, wants Food and Beverage Business

Agri-food production is responsible for approximately one-third of anthropogenic greenhouse gas (GHG) emissions, making it a significant contributor to global warming. As consumers become more aware of this fact, they are increasingly interested in the sustainability of their shopping baskets. In Europe, 58% of consumers consider climate impact important when purchasing food and beverages, and 31% already make sustainable choices. For manufacturers and retailers, the challenge is to understand what consumers want from eco-friendly products and how to make sustainability claims more tangible.

There are various ways that consumers identify green food and drink. Some look for eco-friendly packaging, while others prioritize plant-based and locally sourced ingredients. Industry experts are seeing increased interest in carbon footprint labeling and sustainability label claims. More than three-quarters of Europeans want to see carbon footprint information on product labels, and nearly three-quarters believe food companies should reduce emissions in their food production. Purchasing decisions are also influenced by sustainability claims such as sustainably sourced ingredients, traceable ingredients, and locally sourced ingredients.

To make sustainability claims more meaningful, it’s imperative to provide relevant data instead of using vague language like “greener” or “environmentally friendly.” Consumers want measurable insights and statistics, with 83% saying they’re more likely to trust sustainability claims if they’re substantiated by an independent third party. While sustainable food and drink production can be expensive, consumers are mostly willing to pay more for eco-friendly options. Sixty-nine percent of Europeans would choose a climate friendlier food item than a cheaper option, and there’s growing evidence that a range of consumers are willing to pay a premium for sustainably produced food.

Sustainability is becoming more closely linked to health, as 42% of global consumers think a product is not healthy if it’s not also sustainable. Health benefits and natural ingredients rank higher in consumers’ minds than price when they define “value” in food and beverages. Innova’s research demonstrates that 30% of consumers are willing to pay extra for environmentally friendly products, and global concerns about climate change and the environment are mounting. Manufacturers and retailers need to leverage these trends to enhance their brand value and appeal to conscientious consumers who prioritize sustainability claims.

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