Cargill consumer research flags 55% are compelled to buy packaged food with sustainability claims
04 Feb 2022 --- Sustainability considerations now influence the majority of global grocery shoppers when buying packaged foods such as potato chips and cookies, according to Cargill’s most recent global FATitudes survey.
The research finds 55% of consumers indicate they’re more likely to purchase a packaged food item if it includes a sustainability claim, a four-point jump since the company last fielded this research in 2019.
“When we asked consumers what types of claims they look for when buying sustainable packaged foods, they responded largely with general claims like ‘sustainable sourced’ or ‘responsibly produced’ over more specific claims, like ‘fair trade,’” Jamie Mavec, marketing manager at Cargill, tells FoodIngredientsFirst.
“That is likely because consumers still are not sure what makes a product sustainable and they may not be sure what these claims mean. In most markets, consumers are still learning how to make sustainable choices and what claims to trust,” she continues.
“This suggests brands may not need to worry about eco-fatigue yet, and any communication to educate the consumer on what makes their products sustainably produced will likely be welcomed.”
The increase in the influence of sustainability claims was most evident in Brazil, Mexico, India, the UK and the US.
Green appetites span the globe
The increase in the influence of sustainability claims was most evident in Brazil, Mexico, India, the UK and the US.
Brazil and Mexico both saw 13 point increases in the purchase impact of sustainability claims between 2019 and 2021. Sustainability claims now drive purchase decisions for 74% of consumers in Brazil and 66% in Mexico.
India posted double-digit increases too, with 67% of consumers indicating they were more likely to purchase packaged food with sustainability claims, up 11 points from 2019.
In the UK, Cargill found 51% of consumers now say they place a greater emphasis on sustainability, an 8 point jump in just two years.
US consumers were also more attuned to sustainability claims; 37% indicated they were more likely to purchase packaged food with a sustainability claim, a 6-point increase compared to 2019 results.
“Our latest findings clearly demonstrate that messages surrounding sustainability are having an impact on consumers,” adds Nese Tagma, managing director of strategy and innovation for Cargill’s global edible oils business.
“Insights like these help guide our consumer-focused approach to innovation, enabling us to partner with customers to co-create new products and solutions that reflect current consumer trends and ingredient preferences.”
Specificity in sustainability labeling
For the first time, the survey asked consumers what specific type of sustainability claim they were looking for.
“Sustainably sourced” and “conservation of natural resources” topped the list, ranking well ahead of more specific claims such as “fair trade,” “reduced packaging” and “fair/living wages” in most every country included in the survey.
“These insights further affirm our commitment to embed sustainable practices into every aspect of our operations,” says Florian Schattenmann, chief technology officer and vice president of innovation and R&D for Cargill.
US consumers are more attuned to sustainability claims; 37% indicated they were more likely to purchase packaged food with a sustainability claim.“This includes everything from our sourcing practices to processing facilities, and even extends to new product development, where decisions to commercialize innovations now consider sustainability alongside performance and cost.”
Cargill’s moves in greening up
Cargill has set up regenerative agriculture programs for its supply chain of row crop oilseeds. “As a start, we are working with farmers to advance regenerative agriculture practices across 10 million acres of North American row crop farmland by 2030,” Ryan Sirolli, global carbon insets lead, Cargill, tells FoodIngredientsFirst.
“Alongside this commitment, we began enrolling farmers in Cargill RegenConnect, a new regenerative agriculture program that pays farmers for improved soil health and positive environmental outcomes, including payment per metric ton of carbon sequestered.”
Meanwhile, through its BeefUp Sustainability initiative, Cargill has teamed up with The Nature Conservancy, McDonald’s and Target to support Nebraska farmers in further adoption and implementation of proven soil health practices to help mitigate greenhouse gas emissions and help farmers adapt to climate change.
“The five-year, US$8.5 million project will impact 100,000 acres of row crops and feed production in a key beef producing region,” details Sirolli.
“In France and Belgium, Cargill is working with Soil Capital to help farmers adopt regenerative agriculture practices like cover crops and reduced tillage through the use of a carbon farm management system, which helps farmers identify the best management systems to reduce carbon emissions on their farms.”
Boost for sustainable palm oil
In the coming year, Cargill will expand its North American portfolio of Roundtable on Sustainable Palm Oil (RSPO)-segregated palm oil to include palm stearin and palm olein products, positioning the company to support customers in this geography with a full portfolio of sustainable palm-sourced products.
RSPO-segregated palm products are also available in Europe, Russia, Australia/New Zealand and Malaysia.
“Third-party certifications can bring an unbiased perspective to sustainability reporting,” notes Mavec.
To further ensure a reliable supply of sustainably sourced palm oil, Cargill is investing in a new palm oil refinery in Indonesia and upgrading capabilities at its specialty fats facilities around the globe.
In December 2021, Cargill became the first edible oils supplier to commit to removing industrially-produced trans-fatty acids (ITFAs) from its entire global edible oils portfolio, in line with the World Health Organization’s best practices.
By Benjamin Ferrer
