Consumers’ expectations around sustainability now much higher

Consumers' expectations around sustainability has increased significantly with sustainable packaging and environment protection now seen as minimum standards, according to a study by Kerry Group.

The survey of 14,000 consumers across 18 countries found that 49 per cent of consumers are now considering sustainability when buying food and drink.

"Consumers, particularly those in more sustainability-mature markets such as United Kingdom, Benelux and France are now considering sustainability as something that directly impacts them, and upon which they can have an impact, such as food waste reduction, personal health and nutrition and clean label claims such as locally sourced, no artificial ingredients and organic," it said.

The survey found that while millennials will actively hunt for more sustainable food products, younger age groups expect companies to produce more sustainable goods.

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"This research has unveiled some really surprising results that have positioned sustainability as a must-have rather than a differentiator among consumers," Soumya Nair, Kerry Group's insights director said.

“ These sustainability-minded consumers are actively seeking out food and beverage products that have a significantly positive impact on the planet as well as on their personal health and wellbeing, seeking products with clean label claims and locally sourced ingredients,” she said.