Majority of Consumers Now Prioritize Sustainability in Food Choices
A significant majority of consumers, particularly the younger generations, now prioritize sustainability when choosing their food. A recent survey by Splendid Research and FTI Consulting, led by Dr. Marc Egarten, reveals this growing trend.
Nearly 54% of consumers consider sustainability in their food very or extremely important. This figure is even higher among younger age groups, with 65.4% of 18-to-29-year-olds and 60.6% of 30-to-44-year-olds sharing this sentiment. Nationwide, 80% of U.S. consumers express some level of importance for sustainability in their food choices.
However, trust in organizations making sustainability claims is not universal. Only 42.4% of consumers somewhat or completely trust these claims. Despite this, sustainability remains a key factor in consumer decisions, with 73.2% of 18-to-29-year-olds, 58.5% of 30-to-44-year-olds, and 52.7% of 45-to-60-year-olds willing to pay more for sustainable products.
Social issues are also coming into focus. Consumers are increasingly concerned about the environmental footprint of ingredients (44.1%) and animal care and welfare standards (41.5%). The perception of sustainability now encompasses not just environmental, but also social and economic issues, with 46% prioritizing these over environmental issues (39.5%).
The survey underscores the growing importance of sustainability in consumer decisions, with a broad range of age groups and social issues coming into play. As consumers demand transparency and accountability, organizations must strive to meet these expectations to remain competitive in the market.
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