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Insight of the Day: How engaged are consumers on food sustainability?

Key Findings:

  • Sustainability Matters: Consumers are increasingly aware of the environmental impact of food production and desire more sustainable options.

  • Price and Taste: However, price and taste remain the primary drivers of consumer food choices.

  • Ethical Concerns: While not the top priority, consumers are willing to shun brands with poor environmental credentials.

  • Health Focus: After price and taste, health is a significant factor influencing food choices.

  • Local Sourcing: The growing trend of buying locally sourced produce indicates a preference for sustainability.

Key Takeaway:

Consumers are engaged with sustainability issues, but it's not always their top priority due to price constraints and taste preferences. Brands can't afford to ignore sustainability, as a significant portion of consumers actively avoid those with poor eco-credentials.


The trend suggests a growing awareness and demand for sustainable food options, but also a gap between consumer ideals and purchasing behavior due to affordability concerns.


  • Sustainability is a growing concern for consumers, but it's not yet the primary factor driving their food choices.

  • Brands need to prioritize sustainability to avoid alienating a significant portion of their customer base.

  • Governments can play a role in incentivizing sustainable food consumption through subsidies and tax policies.

  • Food manufacturers need to make sustainable options as appealing as possible in terms of taste and price to drive consumer choice.

Implications for Brands:

  • Transparency: Be transparent about sustainability efforts and communicate them effectively to consumers.

  • Affordability: Strive to make sustainable options more affordable without compromising on taste or quality.

  • Innovation: Invest in developing innovative and sustainable food products that appeal to consumer preferences.

  • Collaboration: Partner with governments and NGOs to promote sustainable food practices and educate consumers.

  • Marketing: Highlight the health benefits of sustainable food choices to appeal to a wider range of consumers.

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