News
IFIC study: environmental sustainability is important to consumers
24 Sep 2019Environmental sustainability is top-of-mind for many consumers, but there are sharp differences of beliefs and behaviours between different groups, according to a new survey by the International Food Information Council (IFIC) Foundation.
“Technology, an increasing focus on health and wellness, and consumers’ desires to empower and inform their food decisions are transforming food production and our diets,” said Joseph Clayton, CEO of the IFIC Foundation.
“The Future of Food Summit explores how we can address these changes and channel our knowledge in order to improve the food system and food choices. The IFIC Foundation’s new research is meant to supplement those goals and add to our understanding of consumer attitudes and behaviours.”
The Future of Food Summit brings together thought leaders across academia, agriculture, manufacturing, retail and the media to discuss the future of food and how our food system needs to change for the better. Topics included “The Consumer Experience–Shopping, Cooking & Restaurants,” “Sustainable Food Production,” “Plants to Animals: Where Is Our Protein Obsession Headed?” and “Innovations in Nutrition & Health,” with a keynote address by Ali Bouzari, PhD, co-founder of Pilot R&D and Render.
Last spring, the IFIC Foundation’s 14th annual Food and Health Survey found that 54% of consumers say it’s at least somewhat important that the products they buy be produced in an environmentally sustainable way. The Foundation conducted a follow-up survey to drill down on attitudes and behaviours.
Interestingly, when asked which aspects of an environmentally sustainable diet are important to consumers, “what I eat is healthy for the planet” was the top response, followed by “what I eat is nutritious.” Other factors—such as ingredients people know and recognize, foods that are produced using fewer natural resources, and foods with recyclable packaging—lagged behind.
Among those for whom “healthy for the planet” was a top answer, men outnumbered women (15% vs. 8%) and college graduates outnumbered non-college graduates (17% vs. 8%), while, conversely, people from the Midwest were far less likely to choose that response (just 5%) than other regions (9% in the South, 15% in the Northeast and 17% in the West).
Two-thirds (66%) of consumers think an environmentally sustainable diet can include protein from both animal sources and plant-based sources, while only 10% disagreed. But there was an education gap in the responses, with 73% of college graduates agreeing vs. 62% of non-graduates.
Nonetheless, animal-based proteins dominate our diets, with 92% of respondents report consuming protein from animal sources like meat, dairy, eggs and seafood. Age influences protein consumption: Consumers under 45 years are less likely to consume animal proteins (88%), while those 65 and older are much more likely to do so (98%).
On the other hand, nearly three-quarters (72%) of respondents report consuming protein from plant sources. But here too there was an education gap, with 80% of college graduates saying they consume plant-based proteins vs. 66% of non-college graduates. Taste was far and away the most important factor behind those dietary choices, cited as the top reason of 81% of those who consume animal proteins and by 73% of those who eat plant-based proteins.
When people were asked how much of each source of protein they would need to consume to eat an environmentally sustainable diet, the responses varied: Only one-quarter (27%) said they would need to consume more plant-based protein, while 38% said such a diet would require the same amount of plant protein, and 11% said it would require less.
When it comes to animal protein, one-quarter (26%) said they would need to consume less to attain an environmentally sustainable and healthy diet, while half (53%) said it would require the same amount or more protein from animal sources.
Consumers were also asked what comes to mind when they think of environmentally sustainable animal protein. “No added hormones” topped the list at 50%, followed by “grass-fed animals” (40%) and “locally raised” (32%). Just 21% of respondents associated animals that were fed an organic diet with environmentally sustainable animal protein.
“Environmental sustainability is clearly on the mind of many consumers, but sometimes in ways we might not expect,” Clayton said. “For instance, some consider nutritious food or recognizable ingredients as part of an environmentally sustainable diet.
“The findings also suggest that consumers believe that animal- and plant-based diets can co-exist as sustainable options—particularly in the United States.”
Related news
Tesco launches laser-etched avocados to reduce plastic packaging
3 Jul 2024
UK supermarket chain Tesco is trialing a new laser-etched avocado range as part of its measures to cut down on plastic packaging and enhance its environmental profile.
Read moreRethinking funding for food technology
28 Jun 2024
The landscape of foodtech investment is evolving. With the need for long-term investment perspectives, what are the most effective strategies driving the next wave in foodtech innovation?
Read moreConsumers dislike faba beans’ sensory profile
3 Jun 2024
Consumers display low acceptance of faba beans, with sensory properties such as bitterness a core concern, a study suggests. However, for product varieties such as cocoa-free chocolate, this attribute could prove to be a benefit.
Read moreCS3D approval raises hopes of better tackling child labour in the cocoa industry
31 May 2024
The EU has given the green light to the Corporate Sustainability Due Diligence Directive (CS3D), impacting the entire value chain, including the cocoa and chocolate industry.
Read moreEU proposes stricter limits for chemicals used in packaging
30 May 2024
Food and drink businesses may be required to lower their use of hazardous chemicals used in packaging, under proposed changes to the EU legislation on food contact materials.
Read moreLatest EIT Food Trust Report finds declining trust in the European food system
24 May 2024
European food innovation organisation EIT Food's latest consumer trust findings call for better consumer engagement to improve trust and access to information, processes, and decision-making.
Read moreHealth and environmental food trends boost umami presence
9 May 2024
Plant-based products, lower salt formulations, and snacking options resonate with manufacturers looking to enhance umami flavour profiles in their offerings.
Read moreThe rise of plant-based - and plastic-free - chewing gum
7 May 2024
Conventional chewing gum is typically made from a gum base that can contain plastic, paraffin, and synthetic resin. Enter the challenger brands making plant-based gum from chicle, the chewy sap of the Sapodilla tree. ‘Chew plants, not plastic,’ they sa...
Read moreShifting global consumer sentiment drives non-plastic packaging innovation
24 Apr 2024
Consumer attitudes towards packaging are rapidly changing around the world, causing brands to respond with increasing claims of ‘eco-friendly packaging’.
Read moreBalenti adds the benefits of baobab to functional nut butters
19 Apr 2024
French startup Balenti uses sustainably sourced, wild-harvested baobab fruit to make its healthy nut butters with functional benefits.
Read more