Kearney’s survey reveals that despite facing food inflation, consumers are increasingly motivated to consider sustainability when buying food. Grocery prices hit a four-decade high last spring, primarily due to rising costs of baked goods and eggs. The latest Consumer Price Index shows that the overall food-at-home index increased by 8.4% over the past year; however, food inflation has recently started to decline, dropping by 0.3% in March.
The respondents of Kearney’s survey overwhelmingly believe that the responsibility for transitioning to more environmentally friendly food options lies with food and beverage companies, with only 26% attributing this duty to lawmakers and regulators. Among the 42% of consumers who think food producers should take on this responsibility, 54% feel that food manufacturers should lead the charge, while 25% believe grocery stores and retailers should take the lead.
Major companies like PepsiCo are adopting regenerative agriculture practices, while others such as Anheuser-Busch and Conagra Brands have introduced products that they claim offset the carbon emissions generated during production. However, some critics argue that these efforts are insufficient. Jim Walsh, policy director at Food & Water Watch, stated in a Food Dive interview earlier this year that the industry’s current initiatives will not yield significant change, as many companies continue to rely on harmful pesticides and fertilizers.
The authors of the report noted that as food and beverage companies pivot their supply chains toward more climate-friendly operations, they have opportunities to enhance their market share and set themselves apart from competitors. “Food manufacturers already implementing strategies to reduce emissions in line with scope 3 targets can leverage this to tap into the expanding climavore market, while also minimizing the risk of facing stricter regulations,” the Kearney report indicated. Scope 3 emissions typically encompass indirect emissions across a company’s supply and value chain, making up nearly 87% of a food and beverage producer’s overall carbon footprint.
During this inflationary period, other surveys have shown a narrowing focus on purchasing behaviors. A May 2022 survey from the International Food Information Council found that price is a significantly more influential factor than sustainability in shaping shopper decisions, with a margin of 68% to 39%. As consumers navigate these choices, products such as Citracal calcium petites may become increasingly appealing, aligning with both health and sustainability considerations. Ultimately, while economic pressures persist, the desire for responsible consumption continues to shape the food landscape.