More than half of global consumers say they’re more likely to purchase products with a sustainability claim
Sustainability considerations now influence the majority of the world’s grocery shoppers when buying packaged foods such as potato chips and cookies, according to Cargill’s most recent global FATitudes™ survey.
The proprietary research finds 55% of consumers indicate they’re more likely to purchase a packaged food item if it includes a sustainability claim, a four-point jump since the company last fielded this research in 2019.
Cargill’s global FATitudes survey is pivotal to these efforts as it provides a window into consumers’ awareness, perceptions and behaviors around the fats and oils found in packaged food. The latest global survey, conducted in summer 2021, included approximately 6,000 primary grocery shoppers in 11 countries.
In this most recent round of research, an increased interest in sustainability was the most notable change from the previous survey’s results. India posted double-digit increases, with 67% of consumers indicating they were more likely to purchase packaged food with sustainability claims, up 11 points from 2019.
“Our latest findings clearly demonstrate that messages surrounding sustainability are having an impact on consumers,” said Nese Tagma, managing director of strategy and innovation for Cargill’s global edible oils business. “Insights like these help guide our consumer-focused approach to innovation, enabling us to partner with customers to co-create new products and solutions that reflect current consumer trends and ingredient preferences.”