sustainability for food entrepreneurs

Nourish Nurture Signal – Sustainability messaging on food and drinks packaging

  • More than half (55%) of global consumers are more likely to purchase a packaged food item that is labelled with a sustainability claim. This is according to new findings by Cargill, surveying 6000 consumers in 11 countries. This is up four points from the company’s last survey in 2019.
  • Among the 550 U.S. survey participants, 37% said that a sustainability claim would influence what they buy, marking a six-point increase from 2019.
  • Most look for “sustainably sourced” (63%) and “responsibly produced” (57%) claims, Cargill told sister site Food Dive.
  • This is ahead of claims such as “conservation of natural resources” (49%), “fair trade” (46%) and “reduced packaging” (39%).
  • As consumers continue to demand more accountability from food companies, grocers and CPGs are increasingly signalling their sustainable practices on product labels.

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