Innovating for the sustainably-minded consumer: Insights from food shoppers

Room 4 | 10:30 am - 11:00 am | Tuesday, March 28, 2023

Sustainability has become a hot topic in recent years as governments, businesses and citizens become increasingly aware of the impact human consumption inflicts on the planet.

But what does sustainability mean to consumers? How do they think about it in their daily lives? Moreover, are sustainably-minded consumers monolithic in their motivations? Or could taking a more targeted approach with products and communications be more effective at reaching a varied and nuanced eco market?

Our research focuses broadly on food and grocery shoppers and explores:

• How shoppers define sustainability.
• How and why they engage with the concept of sustainability.
• What initiatives from food brands and retailers these consumers would find most compelling.

Key takeaways:

1. Understand how food shoppers define and think about sustainability and what actions they take to lead a more sustainable life.
2. Uncover motivators and barriers to sustainable food purchasing.
3. Size and profile sustainably-minded shopper segmentsIdentify the highest-impact initiatives that food brands can take to reach sustainably-minded consumers, as well as positioning strategies to convert lower-interest consumers into the fold.

Case Study Consumers Presentation by Supplier