SUPPORTING AND BRINGING CONSUMERS WITH US IS KEY TO UNLOCKING FOOD SYSTEM TRANSFORMATION.
In our July edition of Veriscope we identified the four industry enablers; partnerships, influence, finance and skills, that are essential to creating the future food system we need – that will:
Grow, farm and make food in ways that have a neutral or positive impact on the climate and nature.
Enable everyone in our society to have a better diet that is nutritious and delicious.
Support the people that work in it, providing a fair and inclusive environment
This transformation requires changes across the value system – and consumers are key drivers in this transition.
Our insight experts at Veris in collaboration with Sweet Spot have found there are four consumer motivations when it comes to food generally: consumers prioritise cost when making food purchases, with sustainability viewed as a secondary benefit; people seek healthy, minimally processed foods and are increasingly concerned with ingredients and health impacts; unique, diverse culinary experiences are highly valued, contributing to demand for both local and premium product; and consumers care about sustainability, although, products labelled as “sustainable” are often perceived as expensive or possibly greenwashed.
In terms of what can prompt consumers move to a healthy, sustainable food system we identified four distinct, yet connected, enablers:
KNOWLEDGE (FOR SELF) - Consumers are increasingly seeking transparency about food ingredients and their health impacts, so they can make informed, intentional decisions.
SUPPORT (FOR MY NEIGHBOURHOOD) - The enthusiasm for local products emphasises the importance of community based food systems and shorter supply chains (either physically or digitally through traceability).
AGENCY - Gen Z is leading the shift towards health-conscious snacking, offering brands a direct path to promote sustainably produced snacks that align with both value and values.
BLENDING - The growing interest in flexible diets reflects a shift toward reducing meat consumption while maintaining diverse culinary experiences.
Businesses can drive systemic shifts in food system transformation by leveraging both industry and consumer enablers, addressing every part of the value system. Only through this approach, can demand strengthen and the capabilities be built for meaningful change.
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In our latest Veriscope, we look deeper at what this cross-over of industry and consumer enablers looks like in reality and importantly, what this means for your business today.
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