Tetra Pak reveals the findings from a global research study in partnership with Ipsos on the two most pressing consumer demands: the environment and health. They have historically been seen, and communicated, as separate areas: however they are increasingly converging, creating pivotal opportunities for food and beverage (F&B) brands in how they market their products over the next 12 months.
With two thirds of consumers now believing that we are reaching an environmental tipping point, consumers overwhelmingly see themselves as being directly responsible for the world around them, and for their own health. With environmental issues becoming more evident in daily life, their concerns about the impact on their health is also growing. Nearly 60% of consumers now believe that their health and well-being are strongly affected by environmental problems.
As one of the only industries that can connect the environment at a personal level to the individual, by also talking about health, F&B brands have an opportunity to drive change through the way they communicate with their consumers on these topics, to meet this growing and pressing need.
Gisele Gurgel, Director Business Insights and Analytics Tetra Pak, said: “Food and beverage is perhaps the first industry to see the emerging trend for convergence of health and environment. It provides a new opportunity for brands to make a powerful, purposeful and personal connection with consumers by addressing and communicating both at the same time. Many consumers are eager to read and learn more about the environment, including package-related topics (39%) particularly via social networks. In particular, the sweet spot is natural/organic products; no additives, and seasonal also rate highly in this regard. In terms of categories, 100% fruit juice, white milk, packaged water, coconut water and plant-based drinks are the most compelling.”