Planetary health comes to the fore as consumers’ concern over environmental impact of food escalates

15 Jun 2021 --- While sustainability and planetary health are key considerations for the modern, conscious individual, there can be regional differences among what consumers are specifically concerned about. Innova Market Insights highlights that priorities for eco-centric consumption are highest in Eastern and South American markets.

The research suggests that levels of interest in sustainability are most prominent in the emerging markets of Asia and Latin America, which have seen a surge in regional launches of vegan and cell-based innovation over the last year. 

This Innova report was released shortly after the conclusion of this year’s G7 summit, at which the climate crisis and it’s intrinsic link to global food systems was a critical talking point.

Asia’s pivot toward eco-centricity
The high rate of interest in sustainability in Asia is most likely due to greater direct exposure to the adverse effects of environmental damage and climate change, and a lack of more sustainable choices in these regions. 

Peanut-based chicken from Haofood. (Credit: Haofood)“In Asia and Latin America, air pollution and water shortages are significant concerns. This is due to the existing impact they are having on local health and livelihoods,” details Innova Market Insights.

“Littering and landfill is of particular concern in Indonesia, reportedly home to the world’s largest landfill site.”

Asia’s rapidly evolving food scene has proliferated with new regional plant-based launches inspiring new iterations of traditional cuisine staples over the last year.

For instance, Tokyo-based Next Meat recently unveiled vegan Japanese yakiniku grilled meat in Singapore. At the same time, peanut-based chicken from Haofood debuted in Chinese and Indonesian recipes through various partnerships in Shanghainese foodservice.

Cell-cultured food is also notably poised for “significant growth” in Asia. Developments in this space include new regulatory approvals for cultured chicken bites in Singapore and Mitsubishi Corporation’s string of investments in cell-based seafood and slaugther-free steak.

Latin America eyes sustainable food scaling
A similarly prominent shift toward planet-friendly eating is noted in South America, where cell-based meat cultivated by Aleph Farms will be hitting Brazilian tables. The slaughter-free company recently inked a new deal with global meat and food company BRF to co-develop and produce cultivated meat using Aleph’s patented production platform BioFarm. 

Brazil currently ranks as the world’s third-largest meat-consuming market, behind China and the US. Despite this, the plant-based revolution has already begun to carve out a stronger foothold in the region, as evidenced by new local introductions of vegan brands such as Fazenda Futuro (Future Farm).

Innova Market Insights reports that while over 80 percent of Latin Americans believe more should be done by industry and national leaders, this belief is under 60 percent in US consumers.

Developed economies remain driven
Even in more developed economies – where there is a longer history of exposure to sustainable choices – there is still interest in doing more.

In Europe, consumers indicated that the health of the planet is of almost equal concern to the health of the population.

In Europe, Innova Market Insights reports that the health of the planet is of “almost equal concern to the health of the population.”

This sentiment is evidenced even at a time when the COVID-19 pandemic has put health in sharpened focus. It was particularly upheld among consumers in France and Germany.

“Plastic waste and ocean pollution are key issues in Europe following significant media coverage, and a general turning point in society’s focus on plastic’s impact on the planet and plastic alternatives,” underscores Innova Market Insights.

With commercial pathways for insect-based ingredients opening up in the EU, mealworm protein has been growingly recognized as a source for highly sustainable and quality protein in this market.

In the near future, it is predicted that the weakening stigma surrounding edible bugs will lead to the popularized snacks, biscuits, finger foods, pasta and burgers made with the highly nutritious novel food source.

The demand for greener brands intensifying
The report demonstrates that overall interest in the environment continues to intensify. In 2020, an average 21 percent of consumers globally said that environmental factors had become more important to them.

Innova Market Insights reports that as many as one-third of respondents intend to improve their environmental impact over the year.

“Generally, consumers are becoming much more aware of the food they eat, where it comes from and its overall impact on the planet as well as carbon footprint,” notes the market researcher.

“Understanding and helping to tackle environmental concerns in local markets while supporting consumers who are seeking to improve their environmental impact are ways in which companies can strengthen their sustainability strategies,” the company maintains.

“Agile brands and manufacturers around the world are ramping up their sustainability game as the demand for sustainable products continues to swell.”

By Benjamin Ferrer