Environmentally fueled diets? US study finds consumers’ eating habits shifting with climate concerns

03 Oct 2022 --- Research by the Marine Stewardship Council (MSC) reveals that 31% of respondents changed their diet in the past two years due to environmental reasons. According to the study, this new group of conscious consumers aim to shop for products that meet their personal values.

“Following a summer of life-threatening heat waves, extreme storms, unprecedented flooding and other weather events exacerbated by climate change, some shoppers are taking control of their impact on the environment through their food choices,” underscores the MSC.    

The Northern Hemisphere drought this summer has been so severe that Europe only received 20% of its usual rainfall, according to a report by the Joint Research Centre. 

Furthermore, a cataclysmic monsoon in the Sindh province of Pakistan – producer of a third of the country’s food – has received six times its 30-year average rainfall during this monsoon season, ravaging over half of the province’s crops, according to FAO.

Reasons for diet change
Of the three out of ten consumers that changed their dieting behavior in the past two years, the most mentioned reason to switch diets is to eat more sustainably sourced food (17%), followed by to reduce climate change impact (11%) and to protect oceans (9%).

The US study found that Californians were the most prone to change their diets, with four of every ten region residents saying they have changed consuming habits.

The findings are in line with Innova Market Insights’ Top Trend for F&B in 2022, “Shared Planet,” which notably evidences the ballooning segment of consumers who rank planetary health as a priority above eating for their own physical health.

High inflation will prove a challenge for consumers that are trying to be more climate conscious.Global concerns
Even while the planet’s health is the first global concern among consumers, Innova Market Insights flags that in some countries like Spain, the UK and the US, political instability, economic uncertainty and job insecurity trump planet health.

All age groups, except for the one above  55 years, put the planet's health as its top priority.

The market researcher underscores the importance of opportunities in resource-efficient solutions and supporting consumer actions.

Inflation woes
With grocery prices up 13.5%, according to the US consumer price index, the new MSC study flags that it will be a challenge for conscious buyers to stock their fridge and pantry with affordable meals that are at the same time nutritious and environmentally friendly.

“Today’s consumers are challenged by what may seem like competing priorities – shopping to decrease the impact on the environment, purchasing healthy options and staying on budget,” says Nicole Condon, US program director for the Marine Stewardship Council.

“Seafood offers a healthy, planet-friendly protein, and a recent study reported that seafood harvesting produces less carbon than the production of meat. Wild-caught seafood was found to have a low carbon footprint due to the lack of land use or need for inputs (feed or water),” says MSC.  

“Seafood can meet the desires of conscious consumers with options in many aisles of the grocery store, and at every price point,” the researchers continue.

MSC highlights that this month is National Seafood Month and many retailers are delivering deals on sales. 

By Marc Cervera

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