Consumers want to make smart choices but feel they don't know how.
With brands, governments and activist organizations driving awareness about the environmental impact of our food choices, consumers are more concerned, and looking for ways to change their purchasing habits.
In preparing our year-end trends report, we surveyed 1,055 adults in the U.K. and the U.S. In our survey, 50% of respondents said they don’t know how to make smart food choices that benefit the environment. But people are open to change, with 74% saying they would like to make smart food choices that benefit the environment; this spikes among Millennials (80%) and American women (77%). More than three-quarters of respondents agreed that “Food manufacturers have a responsibility to educate the public about the environmental impact of their dietary choices.”
Given the growing importance of environmental impact and the rising cost of food—peanut butter prices jumped 20%-40% in late 2011—proactive brands can launch educational initiatives to calm consumers.