Environmental sustainability is top of mind for a lot of Americans, but when it comes to food, it's a battle between budget and food values according to the 2022 Food & Health Survey conducted by the International Food Information Council (IFIC).
In 2022, 39% of those surveyed said environmental sustainability has an impact on their decisions to buy certain foods and beverages, up from 27% in 2019. In addition, more than half (57%) are concerned about food waste — although the top reason for concern was that it’s a waste of money (53%), with 40% saying that their concern was because of the impact on the environment. Social sustainability is also top-of-mind for many consumers: 45% said knowing that the workers who produce, distribute or serve the food are treated in a fair and equitable way is important in their decision to purchase a food or beverage.
However, the impact of inflation may be thwarting values-based food purchasing. The vast majority of consumers (83%) have noticed an increase in the cost of food and beverages. Among those who noticed price increases, 57% said they had to pay more for the same item and 29% said they purchased less than they otherwise would have.
Additionally, survey respondents were given a scenario with a hypothetical product that cost $3 and another that cost $5 but was produced in ways committed to the fair and equitable treatment of workers. Just 39% said they would purchase the higher-priced product vs. 61% who opted for the less expensive one. Findings were similar for a question on willingness to pay for an eco-friendly product.
All of this mirrors a consistent trend the Food and Health Survey has tracked for over a decade: when it comes to our food purchasing priorities, taste and price remain paramount while environmental sustainability trails far behind. As the buying power of younger generations continues to grow, time will tell if this gap continues to narrow.
To learn more about the IFIC, visit www.ific.org