The consumer buys the story, not the product
As consumers continue to place greater emphasis on the origin and sustainability of their food, it is imperative for food manufacturers to prioritize investments in systems that enable them to track and communicate this information effectively. This is because consumers increasingly prioritize the story behind the product, not just the product itself, making transparency and sustainability essential elements of a successful food brand.
of consumers believe sustainability is important
of consumers change shopping habits to reduce environmental impact
of consumers are willing to switch to brands that prioritize promoting sustainable products
of consumers would be willing to pay more for brands that are committed to sustainability.
Meet the new motivations that matters for today’s consumers
Source: “Global Consumer Pulse Research”; Accenture survey. “Hybrid shopping, sustainability, and purpose-driven brand” IBM and NRF survey