Sustainable food brands offer £837bn opportunity

One third of shoppers choose brands they believe are good for the environment (Flickr/Tom)

Food and drink manufacturers could benefit from a £837bn opportunity by making their brands’ sustainability credentials clearer, Unilever revealed, after researching global consumers’ buying habits.

One third of shoppers chose brands they believed were doing good for the environment or society, according to the research. About 21% of consumers would choose a brand if their positive impact on society or the environment was clearer on its packaging, Unilever found.

A brand’s environmental or social sustainability played a larger role in developing countries compared with developed countries. In the UK and US, 53% and 78% of shoppers respectively said they felt better when buying products that were sustainably produced. Those numbers rose to 88% in India, and 85% in Brazil.

‘An imperative’

Unilever chief marketing and communications officer Keith Weed said: “This research confirms that sustainability isn’t a nice-to-have for businesses. In fact, it has become an imperative.

“To succeed globally, and especially in emerging economies across Asia, Africa and Latin America, brands should go beyond traditional focus areas like product performance and affordability. Instead, they must act quickly to prove their social and environmental credentials and show consumers they can be trusted with the future of the planet and communities, as well as their own bottom lines.”

Living in developing countries meant shoppers were exposed to the impact of unsustainable business practices first-hand, Unilever said. That – as well as greater encouragement from friends and family to buy sustainable products – was why shoppers felt better about buying sustainably in developing countries, the manufacturer claimed.

Growing faster than the rest of the business

Unilever brands that “integrated sustainability into both their purpose and products” – including Dove, Ben & Jerry’s and Hellmann’s – delivered almost half of the manufacturer’s total growth in 2015, it claimed. These brands are also growing 30% faster than the rest of the business, Unilever claimed.

Meanwhile, Wyke Farms md Richard Clothier said its global customers demanded high environmental standards, especially in emerging markets.

 

Unilever brand sustainability report – at a glance
  • 33% of shoppers buy brands they believe are doing good for the environment or society
  • 21% would choose a brand if its sustainability credentials were clearer on packaging
  • £837bn opportunity for brands making sustainability credentials clearer

Related News

Unilever's Leatherhead site was one of five sites that became 100% carbon neutral in energy

Unilever’s energy sourcing becomes carbon neutral

Unilever Foods reported sales and profit rises of 3.7% and 1.6% respectively, across the last three months of 2016

Unilever’s food sales and profits rise

Wyke Farms's md Richard Clothier: customers worldwide demand high environmental standards

Wyke Farms’s md: ‘All our markets look for environmental sustainability’

FMEA judge Jon Poole said entries in the Environment Initiative category were incredibly strong

Environmental entries impress FMEA judge

The emulsifiers are aimed at a broad spectrum of food applications, including yellow fats

Palm oil-free emulsifier gets UK launch

FDF chief scientific officer Helen Munday said being sustainable makes really good business sense

Big cost savings from small supply chain changes

Market growth has been primarily driven by South America and the Asia-Pacific region

Seafood market set for continued growth

Manufacturers need to shift to more plant-based foods, said Tim Lang

Plant-based food needed or risk ‘health disaster’

The top four chocolate consumer trends have been revealed (Flickr/Letizia Piatti)

Four chocolate trends to help manufacturers

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.