The cost of living crisis has seen sustainability become less of a priority for many. Improving confidence will support interest in this issue regaining momentum in the sustainable food market. Less than a quarter of UK shoppers list buying more sustainable products among the top three changes they expect to make to food and drink shopping once the cost of living crisis eases.
With less than three-quarters of UK consumers doubting the honesty of food and drink companies regarding their efforts to reduce their environmental impact, winning consumer trust will be crucial for brands to tap into the expected growing interest in sustainability. While external certifications still offer a pertinent means to bolster consumer trust, brands will need to drive awareness of what such certifications entail in order to combat scepticism.
Seven in ten UK adults think it’s important to have a diet which is both heathy and sustainable. Efforts to eat healthily are expected to rise, dialling up the need for brands with a sustainable positioning to be seen as keeping pace with ‘standard’ counterparts on their better-for-you credentials.
The much-anticipated Global Outlook on Sustainability: A Consumer Study 2024-25 is now available to order. Covering 10,000 respondents from 10 leading economies, this report gives insights and inspiration on how best to position and position and prioritise your brands’ products. Download your copy today. Download your copy today.
This report is written by Isabelle Shilling. Isabelle has been with Mintel since 2021, in her current role she writes and produces reports which cover a variety of topics within the UK food and drink industry.
Increasing financial confidence will support growing interest in sustainability. Combatting consumer distrust of claims will be crucial to unlock this opportunity.
Isabelle Shilling
Research Analyst
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