Consumers seek more significant and meaningful sustainability benefits from F&B products, flags Kerry

02 Jul 2021 --- Kerry has revealed that 49 percent of consumers now consider sustainability when buying food and drink and that their understanding of the issue is evolving from environmental and social responsibility.

The new sustainability research shows that consumers’ expectations are evolving rapidly, says Kerry. The survey of over 14,000 consumers across 18 countries uncovers key consumer associations with sustainability and is one of the most extensive surveys of this type ever to be undertaken.

Speaking to FoodIngredientsFirst, Soumya Nair, insights director at Kerry, says the research has been “eye-opening” for several reasons. 

“Firstly, we know the importance and consumer focus on sustainability has grown dramatically following the COVID-19 pandemic. About a quarter of consumers focused on sustainability five years ago, while our current research has revealed that almost half of the consumers surveyed now prioritize sustainability to varying degrees.”

Sustainable packaging and environment protection is viewed as a minimum standard, says Kerry.Protecting the environment
The definition of sustainability has shifted dramatically, from a primary focus on sustainable packaging and environment protection to also encompassing sustainable health and nutrition today, Nair underscores. 

“Sustainable packaging is important but is more expected, while consumers focus significantly more today on food waste, sustainable health and nutrition, and food production and ingredient sourcing.”

Kerry set out to demystify consumers’ definition of sustainability, and conducting the research in 2020 would have given the company “wildly fluctuating beliefs,” according to Nair. This is because consumers were reprioritizing and changing their behaviors and opinions. 

“Therefore, we decided to run this multi-country research in a relatively stable marketplace, in early 2021, also to understand the pandemic’s effect on sustainability and uncover their new consumer truths regarding sustainability,” Nair notes. 

Accessible for all
Sustainability is no longer a wait-and-watch trend; it’s imperative, she urges.

“Sustainability is not just a priority for the financially affluent alone, all consumers upstream and downstream are focused on sustainability, and F&B sectors must address this need of accessible sustainability for all.” 

Consumers’ expectations around sustainability are rapidly evolving, with a growing number demanding increased sustainability benefits.She adds that the findings and insights can also guide what sustainability means at home versus out of home, or for comparing chicken appetizers with indulgent snacks, for example.

“As consumer exposure to sustainability and sustainable solutions grows, their maturity and demands will be strongly influenced by sustainability.”

What’s top of mind?
Typical associations with sustainability, such as sustainable packaging and environmental preservation, are now considered standard for many consumers. 

Consumers, particularly those in more sustainability-mature markets such as the UK, Benelux and France, are now considering sustainability as something that directly impacts them. These include food waste reduction, personal health and nutrition and clean label claims such as “locally sourced,” “no artificial ingredients” and “organic.”

The research also reveals that 84 percent of consumers believe it is essential for each person to contribute to sustainability. 

Kerry says the results have positioned sustainability as “a must-have rather than a differentiator among consumers.”A lack of understanding
However, three in four relegate the primary responsibility to the industry. The most significant barrier to adopting sustainability remains consumers’ lack of understanding of their personal impact on the planet.

“These findings have major implications for the food and drinks industry as we are clearly at a significant and critical moment regarding sustainable nutrition. By helping consumers access more sustainable products, we can help them eat healthier, with less waste and improve local communities as a result,” Nair outlines. 

Sustainability adoption 
Four fundamental consumer archetypes emerged from the research, based on consumer understanding of sustainability and their level of sustainability adoption. 

These four cohorts of sustainability-minded consumers archetypes sit at different points on the ‘Sustainability Adoption Curve,’ and Kerry has labeled them Inactives, Passives, Followers and Frontrunners.

Interest around sustainability varied across age cohorts, with “older millennials” (1980-1989) being the Frontrunners more likely to be deeply engaged with the issue (46 percent). Meanwhile, Followers (23 percent) are classified as engaged and willing to act but expect manufacturers, brands and external authorities such as governments to take the lead in tackling sustainability issues. 

Interestingly, this group is likely to be younger millennials and Gen Z, or those born from 1999 to 2004. 

Passives (24 percent) are concerned about sustainability. Still, they lack understanding of their own impact. At the same time, Inactives (6 percent) care a little but do not take any action, with cost being a significant barrier to purchasing more sustainable products. 

By Elizabeth Green