Consumers Purchase Sustainable Products, but Don't Understand Claims

While 84% of consumers say they regularly buy green or sustainable food and drink, some are unaware of what the claims actually mean. This data according to Mintel Global New Products Database which has tracked more than 13,000 new sustainable food and drink products since 2005.

While the tracking shows that demand for sustainable food and drink continues to grow, and companies are increasing the supply, Mintel Senior Analyst David Browne said, "Packaging claims such as ‘recyclable’ or ‘eco- or environmentally friendly’ are fairly well known to consumers, but sustainable product claims such as ‘solar/wind energy usage’ or ‘Fair Trade’ have yet to enter the mainstream consumer consciousness. They may have heard of the terms, but they’d be hard-pressed to define them.”

According to a Mintel survey:
• 40% have never heard of the solar/wind energy usage claim
• 37% of those who have heard of it,  say they’ve never purchased food or drink bearing the claim.
• 32% have never heard of reduced carbon footprint/emissions
• 34% have not heard of the Fair Trade claim.

But they buy sustainable food and drink because:
• 45% cite a perceived belief in superior quality
• 43% are concerned about environmental/human welfare
• 42% are concerned with food safety.

“These reasons vary in importance across different demographics. What’s most important to young adults may not be the primary deciding factor for affluent consumers,” Browne said, adding that this should be considered in making sustainability claims; however health, welfare and safety tend to be important for nearly all consumers.

Source: Mintel