There's a Sustainability Disconnect

Food Navigator has a new report. It's their second installment of the Food Navigator USA four-part video series that looks at sustainability and future proofing the food system, how companies and people are reducing their carbon footprint and improving their sustainability. And the fact that you know, is a blow away fact 80% of consumers say they care about sustainability, but only 20% of them are actually acting on it and paying for sustainability when they make food choices. So What's going on here, Sally?

Sally: Yes. Well, there is a disconnect between these consumers that really do want to eat for a better planet or to buy those more premium level products that they know are better for us as a society. But the problem is that what is the most important thing to most consumers is taste and then price, and so if these foods do not taste good to us, or if they are too expensive, then we can't expect the consumers to just jump on and buy these products. Now it's interesting hearing about how, if people that are creating these plant-based products want to get consumers onto their products and buy more of their products, then maybe they need to pull back on the labeling. We've seen studies that say, when we put healthy across something on the package, that sometimes people don't want to buy it, and so we're talking about here, about using the word maybe vegetarian instead of vegan. We're also talking about these companies investing in more flavor and making these products taste better and then also finding ways to bring that price down.

Phil: And they also talk about some other things that companies should do. Make it very clear about what your source of protein is, so people don't have to hide. Look for it when it's hidden. The third is highlighting some of that more century appeal to it on the juicy, craveable taste sensations And lastly, highlighting more of the positive health benefits. If brands use these, they outperform those that use fewer of them by up to six times. And also, what they point out is consumer interest is very high. Two-thirds of younger consumers age 16 to 40, say they plan to spend more on plant-based meat and dairy in the future. So clearly, if you follow this advice, you're going to do better with your plant-based products. Don't assume that the consumer understands what you understand as the brand that's putting it out there