A majority of consumers regard healthy eating as their top priority. One-third of them believe that sustainable eating is a must too. However, food producers and retailers must be inventive to meet customers’ desire to eat healthier.
Before the onset of COVID-19, consumers of diverse backgrounds had been using conscious eating to meet various sustainability and health goals, which have become more important to them than traditional goals for food, like losing weight. However, the outbreak has intensified the trend, causing people to consume healthier, fresher food. Is the movement still active and healthy? What is its extent? Are retailers and food businesses serving the needs of these customers?
The key findings from the survey
To answer these questions, We conducted a survey online of more than 8,000 people across the United States, the United Kingdom, France, and Germany after the pandemic restrictions were eased. We discovered that conscious eating would stay. However, consumers are still determining what foods are safe and environmentally sustainable. We found that the consumers’ desire for health is more significant than their desire for sustainability. We also found that people are frustrated because food manufacturers and retailers need to keep up with their pursuit of conscious eating. Only a third of those polled consider the variety of items available on supermarket shelves “great” (see sidebar, “Key survey insights”).
A strong consumer commitment to healthy living
About 70 percent of respondents to the poll across all markets surveyed would like to improve their health. Food is the key to achieving the goal. About fifty percent of consumers of all ages believe eating healthily is their top priority.
For this portion of the population, healthy eating is about cutting down on processed foods, sugar (their primary issue), salt, fat, and some red meat.
French consumers, mainly, are adamant about healthy eating and long ago have. Nearly half of French respondents surveyed have eliminated more “unhealthy” ingredients from their diet during the outbreak. However, the other nations are doing the same more moderately (Exhibit one).
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Younger consumers tend to have a more comprehensive list of ingredients they are trying to avoid. The 18-24-year-old group, in particular, tends to reduce their intake of dairy, red meat products, and gluten. It is important to note that younger consumers have reported food intolerances and allergies in much greater numbers. For France, Germany, and the United Kingdom, about 30 percent of 18 to 24-year-olds have food intolerances or allergies. If you live in the United States, that number increases to 50. As a comparison, just 20 percent of people over 35 have reported food intolerances or allergies. The need to control these health concerns could be a factor.
Changes caused by pandemics
The pandemic has had a significant influence on the eating habits of people across the world in all age groups, as well as income levels. People who are conscious about their food choices say they consume more nutritious, fresher food, mainly fresh fruits and vegetables (40 percent) and foods free of chemical components (33 percent). Many cook more meals at home, as they are more in control of the food they consume (40 percent) (Exhibit 2.).
One in two respondents reported that the pandemic altered their eating habits, while one in six made significant changes. The effects are most evident among younger people, who are more likely than the older generation to claim that they made a few or substantial changes to their diets, in particular, taking fewer animal products out of their diet and purchasing more food items from new or small-scale brands (Exhibit 3.).
Sustainability is more important than health.
While sustainability and health are in a lot of people’s minds, health surpasses sustainability. Many survey respondents would rather eat healthily than limit their climate contribution. This is particularly true in the older age group of consumers–about 50 percent versus 33 percent within French people of all different ages (except the 18-24-year-old cohort of 18-24 years old).
However, conscious consumers still care about the importance of sustainability. Sustainability is a top desire of consumers within Germany (70 percent) and the United States (64 percent) and in Germany (70 percent). The study found that young consumers are most likely to reduce their personal contribution to the climate across all markets.
However, while over 60% of those polled favor sustainable choices, just 28 percent say they consume more eco-friendly products, and only a tiny fraction are willing to pay more for products made to help protect the environment. Furthermore, the consumer’s willingness to pay varies based on their age. In the countries that were studied, approximately 33 percent of those who are younger than 44 are willing to pay more for products that come in plastic-free packaging, but just 20 percent of older counterparts would agree.
Consumers know whether they’re willing to make changes to improve sustainability is contingent on the amount of effort needed. For instance, 50% of US consumers claim they store food in freezers to save food waste, yet just a quarter of these same customers would go to the effort not to use sandwich bags and wrappers made of plastic (Exhibit 4.).
Different strokes for different folks
Two dietary trends loom especially large today–flexitarianism and the consumption of plant-based meat alternatives.
Flexitarianism gains momentum
Flexitarianism is gaining popularity since conscious consumers are aiming to consume a minimal amount of meat. It is often called informal vegetarianism; flexitarianism is a way of eating a plant-based diet with occasional meat consumption.
Some surveyed consumers classify themselves as vegetarians or vegans (3 up to 6 percent in the various markets studied). The number has only risen slightly over time. More than half of the consumers who live in France or Germany and nearly half of those in the United Kingdom and the United States are flexitarians.
Based on the results of our Global Protein Survey, most flexible eaters (73 to 95 percent) are planning to cut down on their consumption of meat. The 27-31 percent of meat lovers who regularly eat have that aspiration. Therefore, the market is divided (Exhibit Five).
More people are experimenting with alternative options made of plants.
Conscientious consumers are inclined to give alternatives made of plant matter an attempt. Around 25 percent of poll respondents consumed more plant-based foods in the course of the pandemic. Most of them are customers of products made from plants, notably milk made of plant-based meat—another 15 percent plan to consume plant products within the following year. However, few expect to quit all “real thing” altogether.
The majority of respondents to surveys, particularly within the United States, consume plant-based products that benefit their health more than the environment. Germany is one exception. In Germany, the desire to explore new ideas is tied to animal welfare. This suggests a significant increase in the use of plant alternatives (Exhibit 6.).
While people eat more plant-based foods, approximately fifty percent of surveyed people still strongly like the taste of meat products over plant-based alternatives. Categories based on plants and which consumers prefer to eat (for instance, dairy products made from plant sources and meat) will expand more quickly than categories where the technology for taste is still developing (for example, dairy products made of plant-based ingredients). This has significant implications for consumer-packaged-goods manufacturers, as many players look to expand their plant-based portfolio.
Obstacles in the way of conscious eating
Consumers are trying to figure out ways to adopt healthier and sustainable eating practices. Retailers are equipped to assist consumers. The study, however, identified four barriers to the spread of conscious eating that food and retail businesses can overcome.
Uncertainty over how to eat healthy and sustainable
Despite their desire to be better, more than 50 % of consumers admit that they are still determining what they should do about their choices about sustainability and health. Making it easy to understand and straightforward details about the impact of products on sustainability and health can significantly help consumers who want to know more (Exhibit 7.).
Younger consumers will especially appreciate information about how to live the lifestyle. They are the most vocal supporters of eating healthy and sustainably. However, they’re also the most likely generation to admit they aren’t sure how to do it. For instance, 50 percent of UK Gen Zers know the importance of being healthier, yet just as many are having trouble understanding how to proceed, that figure increases to 57 percent among Generation Z consumers. Similarly, 54 percent of Gen Z consumers in France are driven to reduce their influence on the climate, yet they need help comprehending the best way to go about it.
A limited range of items is available on the shelves of grocery stores.
Most people believe their primary grocery store has the goods they require for sustainable and healthy eating. This is especially true in Germany. People are particularly concerned about the absence of products that are plastic-free as well as tiny, independent companies and organic food. Retailers have an enormous chance to expand their range of products (Exhibit 8.).
Exhibit 8
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Inability to adhere to health objectives in restaurants or take delivery orders
Meeting health standards in restaurants is an issue, particularly for French and German customers. Restaurants and takeaway establishments have to reconsider their menus, adding healthier, sustainable, and healthy food choices and providing more details on the impact of food items on the environment and health.
Sensitivity of consumers to price
Most people have been very price-sensitive when it concerns their shopping budgets and want value for their money. At present, inflation is on the rise. At 9.1 percent in June 2022, the US rate of inflation during June of 2022 is the most since 1981. However, costs are increasing faster than inflation in the consumer’s wage. Consumers need help with the foods they buy and consume. Our most recent US pulse survey found that 74 percent of people are changing their shopping habits to save their budget, such as buying bulk food items or adjusting their purchase quantities, as well as purchasing cheaper brands and private labels.
The commitment of consumers to mindful eating is a strong one. And in the studied countries, conscious consumers of all age groups and income levels are beginning to implement their determination to sustainable, healthy practices. But they require help from retailers and food manufacturers to gain easy-to-understand information about their products and easy access to the correct information.
