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Mintel: Consumer demand for sustainable food, drink grows

BY Allison Cerra

CHICAGO More than 13,000 new sustainable food and drink products have been tracked in the Mintel global new products database since 2005, and 84% of consumers said they regularly purchase such products, according to a new Mintel survey.

But while 84% of consumers stated their purchases of “green” or sustainable food and drink products are frequent, some of them are unaware of what such claims actually mean. According to the new survey:

  • 40% of consumers polled have never heard of the solar/wind energy usage claim;
  • 37% said they’ve never purchased food or drink bearing the claim;
  • 32% of consumers have never heard of or seen a reduced carbon footprint/emissions claim; and
  • 34% have never heard of a Fair Trade claim.

“Packaging claims such as ‘recyclable’ or ‘eco- or environmentally friendly’ are fairly well-known to consumers, but sustainable product claims, such as ‘solar/wind energy usage’ or ‘Fair Trade,’ have yet to enter the mainstream consumer consciousness,” said David Browne, senior analyst at Mintel. “They may have heard of the terms, but they’d be hard-pressed to define them.”

Despite being unaware that such product claims exist, 45% of sustainable food and drink users said they continue to buy these products because they believe sustainable products offer superior quality. What’s more, 43% of consumers purchase green products because they care about the environemnt, while another 42% said their purchases are motivated by their food safety concerns.

“These reasons vary in importance across different demographics. What’s most important to young adults may not be the primary deciding factor for affluent consumers,” Browne added. “Marketers should consider this in their claims closely; noting that health, welfare and safety are important for nearly all consumers.”

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Whoa, baby! Bazooka expands one brand’s line

BY Allison Cerra

NEW YORK Confectioner Bazooka announced it is extending its Baby Bottle Pop line to include rattle-shaped lollipops.

Debuting in Berry Blast and strawberry flavors, Baby Bottle Pop Rattlerz rattle just like the infant toy and makes noise when shaken.

“The rattle-like, whimsical shape and sound of Rattlerz encourages consumers to let loose and have fun, which is what the Baby Bottle Pop brand is all about,” said John Budd, VP marketing at Bazooka.

Bazooka is a division of The Topps Co.

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P&G’s ‘Have You Tried This Yet?’ campaign comes to life

BY Allison Cerra

CINCINNATI Procter & Gamble is showcasing products that meet consumers’ everyday needs with its newest initiative.

With more consumers concerned over the cost of household products, P&G created the "Have You Tried This Yet?" campaign, which will reach consumers nationwide with handouts, product samples and even a P&G BrandSaver coupon booklet. Such P&G brands as Bounty and Olay will be featured in the campaign.

"At P&G, we are committed to responding to our consumers’ needs and providing straightforward solutions for everyday issues," said Nataraj Iyer, associate marketing director at P&G U.S. operations. Fifty-one percent of women said they feel overwhelmed when shopping for family essentials. "’The Have You Tried This Yet?’ initiative offers many of P&G’s most innovative products, which can help moms conveniently meet their daily needs, as well as those of their families," Iyer said. 

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