Product launches satisfy consumer expectations
around environmental responsibility
ARNHEM, Netherlands,
June 30, 2022 /PRNewswire/ -- For
several years now, Innova's Top 10 Trends have been headed by
issues related to transparency and building consumer trust. By
2022, these trends had zeroed in on environmental issues and a
shift in key consumer concerns about the environment. Even in a
pandemic, the health of the planet took over as the top global
concern ahead of population health.
"For the first time ever, more consumers surveyed globally for
Innova's Lifestyle & Attitude Survey, say health of the planet
is their top global concern, rather than health of the population,"
says Lu Ann Williams, Insights
Director at Innova Market Insights.
Food waste reduction leads other consumer actions to be more
environmentally responsible. Close to half of consumers are cutting
food waste and 63% say that they would like to eat at a restaurant
that actively prevents or reduces food waste. As many as 20% to 25%
also adjusted their product choices for environmental reasons such
as choosing foods with environmentally friendly packaging and
choosing sustainably grown products.
Product launches are positioned to meet consumer expectations.
Those carrying environmental claims are growing at three times the
pace of total food and beverage activity. Ethical claims regarding
the environment increased their share of total food and beverage
launches from 4.4% in 2016-2017 to 6.6% in 2020-2021, for a 17.3%
CAGR over the five years ending Q3 2021. Growth is even faster for
specific issues. In the five years ending Q3 2021, launches of food
and beverages using upcycled ingredients rose at a CAGR of 122%,
compared with 59% for products using recycled plastic, 49% for
products with water saving claims, 47% for products carrying carbon
emissions claims and 36% for palm oil free products. Europe drives claims regarding palm oil; 88%
of all launches with "palm oil free" claims were made in
Europe.
Cost can be a barrier to shopping with the environment in mind.
Nearly three in 10 consumers say that it's more expensive to buy
more environmentally friendly products. Still, over half of
consumers say they are willing to pay extra for food and beverage
products that are devoted to solving global issues such as plastic
waste (64%), ocean pollution (63%), and food waste (62%).
Clear communications from manufacturers are essential. "In our
Innova Trends Survey 2021, 55% of consumers globally say that there
are too many environmental labels and they don't know what to look
for," notes Williams. "Furthermore, nearly two-thirds of consumers
surveyed globally agree or strongly agree that they prefer one
label that captures the complete impact on the environment over
multiple labels."
Innova Market Insights will be presenting new data on all the
key consumer trends driving the industry at booth #S1175 at the IFT
FIRST Annual Event & Expo in Chicago on 10-13 July
2022. In-booth presentations will highlight health
strategies in beverages, Innova's Top 10 Trends 2022, plant-based:
the canvas for innovation, positive nutrition for holistic health,
trends and opportunities in the sweetener category, and who's
snacking on what: consumer insights.
For more information about Innova Market Insights, please
visit: www.innovamarketinsights.com
For further information, please contact:
Marielle Orr:
Marielle.Orr@innovami.com, Tel: +31 6 2528 0313
Media contact:
Liat Simha, liat@nutripr.com,
Tel: +972-9-9742893
About The Innova Database:
The Innova Database (www.innovamarketinsights.com) is the
product of choice for the whole product development team. See what
food manufacturers are doing around the world in a way you never
thought possible. Track trends, competitors, ingredients and
flavors. It contains excellent product pictures, search
possibilities and analysis.
Get the world of new products on your desk, set e-alerts,
examine category activity, find new ideas, be inspired. In today's
fast moving environment this is a resource you cannot afford to be
without.
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