Menu descriptors and origin labels are key influencers in consumers’ sustainability choices, reveals Kerry

14 Nov 2022 --- Sustainability has moved beyond environmental concerns. According to taste and nutrition company Kerry, it has evolved to include nutrition and social impact, with consumers now seeking sustainable nutrition solutions. The company’s latest proprietary research on sustainability in foodservice reveals that 71% of consumers now consider sustainability when dining out of home, with over half willing to pay a premium for food and beverages which fulfill these expectations.

COVID-19 has played a vital part in promoting more conscious consumption – 55% say they are eating more sustainably because of recent crises. 

Innova Market Insights has identified “Redefining Value” as its top F&B trend for 2023, as consumers adapt to a global cost-of-living crisis in the face of economic and political volatility. However, consumers still remain determined to sample new experiences, ensure personal well-being and support planetary health. Therefore, there is more pressure on brands and manufacturers to deliver value while still meeting these wider public expectations.

Speaking to FoodIngredientsFirst, Daniel Sjogren, regional vice president of foodservice at Kerry Europe, says there is a strong perceived link between health and sustainability – 59% believe that food and beverages sourced sustainably are healthier for you, with taste still the most critical factor for 55% of those consumers. 

Daniel Sjogren, regional vice president of foodservice at Kerry Europe.“Attitudes to sustainability are shifting – a large proportion (65%) of consumers are seeking sustainable options made easy, whether through more information or a greater range of options,” he underscores. 

Powerful descriptors 
Kerry also discovered that menus and menu design influence people’s choices. 

“For example – we found that CO2 messaging was the most impactful in shifting people toward a more sustainable choice illustrating the powerful nature simple descriptors can bring,” notes Sjogren.

Kerry’s research also looked at consumer sustainable nutrition needs, attitudes and decision-making barriers and drivers in foodservice when eating out of home. 

“The qualitative and quantitative research examines the current reach of sustainable nutrition with consumers and shares actionable recommendations on how foodservice operators can integrate sustainability, indulgence and health into a winning proposition,” continues Sjogren. 

“With over half (55%) of consumers reporting that they are now eating more sustainably since the pandemic, foodservice has a central role in helping consumers make more informed, sustainable choices.”

“We noticed that sustainably led behaviors and attitudes have moved into the majority. There is a movement from the individual to the collective, with 57% agreeing they prefer sustainable foodservice outlets over others that are not,” he explains. 

Building trust through transparency
According to Sjogren, one central theme that has emerged with consumers over the last two years is trust through transparency. 

“Post-pandemic consumers have reviewed their individual and collective responsibility in addressing sustainability and health,” he outlines. “There has been an increased focus on people’s health and immunity in their food choices. This has prompted them to look for more sustainable food and drink when choosing where to eat out of home.” 

Increasingly these movements, together with the fact that 71% say sustainability is important when choosing where to eat out – are now making this a mainstream issue.

Sustainability is multi-faceted and complex, underscores Sjogren. “Consumers have various interpretations of it stretching from environmental causes, social and community issues, and health concerns. The emphasis people place on various elements of sustainability tends to be related to their life stage, lifestyles and diet priorities.” 

For some consumers, it is all about locally produced, seasonal ingredients. For others, it’s about choosing a plant-based diet. According to Kerry, the pandemic has prompted a period of reflection, and consumers are waking up to their choices’ environmental and social impact. 

Kerry is improving its environmental and social impacts by reducing its carbon emissions, water usage and food waste.Sjogren believes sustainable nutrition offers “a substantial opportunity for the foodservice industry to meet growing consumer demand while doing the right thing for people and the planet.”

Beyond the packaging and menus
The key issues from a foodservice perspective falling under sustainability include packaging, food waste, locally sourced products, reducing carbon footprint (of the venue and the food and drink item), increase in plant-based offerings on menus and using responsibly sourced products and ingredients, says Sjogren. 

“With 81% of consumers believing foodservice outlets need to do more to communicate what they are doing to address sustainability by protecting people, the planet and society, there is scope for all operators to focus even on just one or two of these items to create a world of difference and perception to those customers who chose their outlet.”

There are many ways those foodservice outlets and operators can take advantage of consumers’ renewed interest in sustainable food and beverage choices. Demonstrate to consumers that an effort is being made to reduce or remove carbon emissions, for example. Communicate the processes behind food waste – if it’s donated, upcycled or disposed of sustainably. 

A foodservice operator can build a story and focus their messaging on their menus via certifications, origin labels, nutrition claims or carbon emissions. All these simple measures can influence and adjust consumer behavior and build loyalty and brand equity.

The future of sustainable nutrition
Kerry is driving change across the foodservice industry, partnering with customers to achieve this goal for the future of people, the planet and society. 

Sjogren says the company is “improving the nutritional profile of food and beverage products by achieving clean label, as well as limiting nutrients of concern such as saturated fat, salt and sugar.”

“We also see positive and proactive nutrition as a focus, by adding nutrients such as protein and fiber, and functional ingredients linked to health benefits, such as immunity support,” he flags. 

Kerry is improving its food and beverage’s environmental and social impacts by reducing its carbon emissions, water usage and food waste. “For example, we deliver a better social impact by ensuring responsible sourcing and contributing positively to communities through partnerships such as the World Food Programme and Café Femenino.”

In foodservice specifically, we see a clear industry need for innovation in three key areas: beverage, dairy and alternatives and meat taste systems, all of which are embedded with sustainable nutrition,” Sjogren concludes.

By Elizabeth Green