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Insight of the Day: How much do consumers value climate-friendly food?

Key Takeaways

  • Climate-friendliness Matters...To Some:  About a third (35%) of consumers consider the climate impact of food when making purchasing decisions. However, a similar percentage (23%) say it has little influence, and 20% have no opinion at all.

  • Category Specific: Consumers are most likely to consider climate-friendliness for meat and poultry (62%) followed by fresh produce (55%).

  • Demographics Play a Role: Millennials and Gen Z are the most concerned about climate-friendly options. Education and higher income levels also correlate with stronger interest.

Who Values Climate-Friendly Food:

  • Millennials: 46% indicated high importance

  • Gen Z: 39% indicated high importance

  • Families: Consumers with children

  • Higher Education: Those with at least one college degree

  • Higher Income: Household income exceeding $75,000 annually

Industry Implications

While the majority of consumers may not heavily prioritize climate-friendliness, Wendy Reinhard Kapsack highlights two key reasons the agrifood industry shouldn't dismiss this trend:

  1. Vocal Minority:  Those passionate about climate-friendly food can be influential

  2. Data is Needed: The industry is focused on climate practices and needs solid data to back up claims of sustainability.

Overall: This analysis highlights a nuanced situation. While a significant portion of consumers remain unconcerned about climate-friendly food, there's a growing segment that does value it and holds potential to shape the future of the industry.

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