Honing in on planetary health: Suppliers’ insights on 2022 “Shared Planet” trend

06 Dec 2021 --- As the world continues to grapple with the effects of COVID-19, the health of the planet is moving into the spotlight for a plethora of reasons. There is now a general acceptance that planetary health is everyone’s shared responsibility, and companies, brands and consumers all have a role to play.

FoodIngredientsFirst speaks to key suppliers who address Innova Market Insights’ number one trend for the forthcoming year.

According to Francisco Unates, GNT’s technical sales manager, sustainability credentials are becoming an increasingly important factor in determining the success of food and drink products.

“The use of claims such as plant-based, non-GMO and organic can boost products’ appeal. Third-party environmental scoring systems now provide an opportunity for brands to go further than ever before – and every ingredient counts.”

Beneo research shows that one in two consumers is now limiting their meat consumption.

Planetary health drives up plant-based interest
Notably, the growing concern over the climate crisis has helped fuel demand for plant-based products, giving consumers more choice than ever, Unates underscores.

“In the modern market, plant-based products need to have the right taste, texture, smell and appearance to maximize consumer acceptance,” he says.

Anne Peter Lindeboom, managing director of innovation at FrieslandCampina Ingredients, says one of the biggest trends in planetary health is how sustainability shapes how we eat – particularly as vast numbers of consumers opt to follow a flexitarian lifestyle. 

“We know that one of the best ways to contribute to a healthy diet and planet equally is by providing a balanced diet, combining plant and animal products, and educating consumers on the health and environmental impact of their choices and the products they consume.”

Although plant-based products have seen immense growth over recent years, primarily driven by health and eco-conscious shoppers, Myriam Snaet, head of market intelligence and Consumer Insights at Beneo, delves into how the COVID-19 pandemic has widened the appeal of meat and dairy alternative products.

“As more mainstream consumers make changes to their diets to promote their long-term health and reduce their impact on the planet, there has been a recent upsurge in shoppers across the globe (27%) planning to include more plant-based foods in their diets, as a result of COVID-19.”

“If this number is added to the 33% of consumers who already have a lot of plant-based foods and beverages in their diet, then well over half of shoppers worldwide are now invested in plant-based purchasing,” she details.

Beneo research shows that one in two consumers is limiting their meat consumption and 28% of shoppers now buy meat alternatives.

Traceability and visibility across food supply chains remain key industry trends.

Shaping sustainable food systems
Food is one area where companies and consumers can make significant environmental sustainability gains, notes Lindeboom.

“Reducing food waste, improving water conservation, implementing regenerative agriculture, encouraging healthy, varied and sustainable diets and more transparent sustainability reporting will all be top priorities for brands trying to differentiate themselves,” she continues. “But the companies that go beyond what is simply mandated will win the hearts and minds of consumers – which is something we always strive for.”

According to Cargill, Innova Market Insights’ “Shared Planet” trend emphasizes the collective responsibility to shape a sustainable and prosperous future. “That aligns with our approach. The world faces extraordinary challenges – from climate change to food insecurity. While Cargill is working to deliver the most sustainable supply chains in the world, we recognize that we can’t do this work alone,” the company maintains.

“Our food system is resilient, but it’s never faced environmental or social challenges quite like the ones facing us today. Our population is growing, our water sources are dwindling, and our climate is changing,” says a company spokesperson.

“We have seen an evolution underway, including a growing interest in ensuring a sustainable supply chain from farm to table, and growing pressure for companies to help ensure a safe, sustainable and responsible food system,” they detail. 

A global issue on a global scale
Paola Bassi, marketing director at Synergy Flavours, details that while younger consumers are generally more involved with environmental health, the topic is now appearing more frequently on the global agenda.

Meanwhile, Dr. Christopher Stewart, global head of corporate responsibility and sustainability at olam food ingredients (ofi), says the COP26 climate summit has highlighted the need to move from talk to action. 

“Climate campaigners and members of the public are looking to governments and businesses to take real steps to address climate change. It’s why at ofi, in addition to our long-standing corporate sustainability ethos, we’re also focusing on specific targets to address supply chain challenges so that we can offer our customers choices that build a better world,” he explains.

Furthermore, Stewart notes that the extreme weather events of 2021 have shown the urgency of action to protect our planet.

“It’s also brought climate and sustainability issues to the front of consumers’ minds. We’re seeing more and more consumers taking an interest in where their food has come from and the impact it has had in the process. People are looking for food products that can tell a positive story, both in terms of their environmental impact and the impact on the farmers and farming communities who have helped produce it,” he underscores.

Centennials have convinced and mobilized older generations toward more plant-based eating, highlights Barry Callebaut.Widespread concern among consumers and beyond
Stewart also notes how the trend for planetary health has emerged as a theme across consumer groups, although this is playing out in different ways.

“In Europe, organic products remain popular, while both Europe and the US are seeing continued growth in plant-based snacks as consumers think of both the environment and their own health. In Asia, meanwhile, traceability is important to consumers who see single origin as a mark of quality and assurance that their snacks, from snack bars to biscuits, have been produced responsibly and transparently,” Stewart underscores.

Bas Smit, vice president of global marketing at Barry Callebaut, believes that in the past, younger generations such as Millennials and Centennials, have been driving change relating to planetary health.

“During those times, boomers or healthy agers were more concerned about their own health and less about the planet. That has changed,” he remarks. “Centennials convinced and mobilized older generations (i.e., their grandparents). Now, this is an important topic for all generations,” Smit urges.

Bassi at Synergy Flavours adds how consumers are now focusing more on local produce, cutting waste, low-carbon produce and recycling. 

“Zero-waste lifestyles have taken off in recent years, and in the UK, it is now estimated that 200 zero-waste shops have opened since the first site was opened in 2017,” she notes.

“The food industry as a whole is also playing its part as well,” states Bassi. “For example, supermarkets have introduced ‘wonky’ fruit and vegetables at a reduced price compared to standard fruit and vegetables, to give consumers the choice to buy products that otherwise would have been sent to landfill. Wonky fruit is also making its way into food and beverage products, which means that less fresh produce goes to waste.”

Cocoa supply chains
One area of F&B which has been increasingly under the microscope for environmental, planetary and personal health is cocoa supply chains. 

Cocoa is often under the spotlight for how sustainably it is produced and how fairly the growers are treated,” adds Bassi. “By using natural chocolate flavors in their products, such as baked goods, dairy goods and beverages, manufacturers can ensure they are appealing to consumers who are consciously consuming chocolate.”

With 60% of the world’s cocoa being produced in Ghana and Ivory Coast, food miles and fluctuating pricing linked to weather events and political instability significantly impact a brand’s decision about whether its products should include chocolate, she states. 

Over the next decades, Suzanne Uittenbogaard, value chain manager, Cocoa & Chocolate, Cargill, believes that climate change will threaten many regions across the world, including those where cocoa is grown. 

“Forests play a critical role in mitigating climate change. At the same time providing important benefits to soils, water, biodiversity and providing livelihoods for millions of farmers, as well as a secure food supply for a growing global population,” she explains.

“We are committed to reducing and, ultimately, eliminating deforestation from our supply chains while respecting farmers’ need to make a living from cocoa. To achieve this goal, we work closely with partners on the ground and encourage the uptake of new farming methods,” Uittenbogaard notes.

Stewart at ofi agrees that the cocoa industry faces some significant challenges in the years ahead. “From issues such as deforestation to child labor, these challenges are complex, and there is no quick fix, but there is also cause for optimism,” he concedes.

By Elizabeth Green