MINNEAPOLIS — Fifty-five percent of respondents to Cargill’s global FATitudes survey released Feb. 3 said they would be more likely to buy a packaged food if it included a sustainability claim, which was up from 4 percentage points compared to the last survey in 2019.
The most recent survey for the first time asked respondents which sustainability claim they were looking for. Sustainable sourcing and conservation of natural resources were the most popular demands, ranking ahead of fair trade, reduced packaging and fair/living wages.
The survey was conducted last summer and included 6,000 primary buyers in 11 countries.
In the United States, 37% said they were more likely to buy food packaged with a sustainability claim, representing a 6-point increase from 2019. The percentages were higher in Brazil, 74% and an increase of 13 points, in India, 67% and an increase of 11 points, Mexico, 66% and an increase of 13 points, and the United Kingdom, 51% and an increase of 8 points. The other countries were Australia, China, France, Germany, the Philippines and Russia.
“Our latest findings clearly demonstrate that messaging around sustainability is having an impact on consumers,” said Nese Tagma, general manager of strategy and innovation for Cargill’s global edible oils business. “Insights like this help guide our consumer-centric approach to innovation, allowing us to partner with customers to co-create new products and solutions that reflect current consumer trends and product preferences. of ingredients.”