Sustainably Produced or Packaged
Sustainability encompasses a broad range of product and process features, including sourcing, ingredients, packaging, human welfare, animal welfare, ecology, food waste, and many others. Consumer expectations around sustainability are higher than ever, pushing companies to prioritize eco-efficiency, especially to reduce food and plastic waste. Innova Market Insights research indicates that the percentage of global consumers* “expecting companies to invest in sustainability” has significantly risen from 60 to 87 percent between 2018 and 2019.
Different generations of consumers from around the globe define sustainability differently and set sustainability priorities based on their unique perspective. When we look at how sustainability concerns vary by age, we find that Gen Z consumers are concerned about the environment-friendly aspect in the products they buy, Millennials expect companies to take the lead in sustainability, Gen X consumers prioritize food waste and pollution, and Baby Boomers care about local products and reducing food miles.
Environmental welfare trust marks have also gained traction, with some notable additions such as the Plastic Free Trust Mark appearing more widely on packagings. This trust mark and others, including the Metal Recycles Forever and FSC-certified logos, are freely available to brands meeting the necessary criteria and provide clear communication of environmental stewardship. For example, there has been a 25 percent average annual growth in food and beverage launches with an FSC-certified logo, according to a 2019 Innova Consumer Survey (Global, CAGR 2015-2019).
Top market subcategories as a percentage (%) of overall F&B launches tracked with ethical claims (Global, 2019).
* Innova Consumer Survey 2019. Average of U.K., U.S., Spain, France, Brazil, India, Germany, Mexico, China, and Indonesia