Insights on Consumer Attitudes Toward Healthy, Sustainable Food Systems
The FoodMinds 2024 Conscious Consumption Index (CCI) reveals a growing awareness of healthy and sustainable food systems among consumers. Despite this awareness, less than half (42%) of surveyed individuals report purchasing healthy, sustainable options on most of their grocery trips.
Conducted among over 3,000 respondents from the U.S., Canada, and the UK, the survey identifies cost as the primary obstacle to buying healthy, sustainable foods. Additionally, skepticism regarding marketing claims and concerns about transparency in food production were significant reasons for the reluctance to purchase these options.
“Consumers are becoming increasingly aware of the impact their food choices have on both their health and the environment,” said Lauren Hoffman, MBA, RD, Vice President of Healthy, Sustainable Food Systems at FoodMinds. “However, a significant gap remains between awareness and action. We see opportunities for education, transparency, and industry leadership to help bridge this gap and empower consumers to make informed, sustainable choices.”
Defining Healthy, Sustainable Foods
The report indicates that consumers primarily define healthy, sustainable foods as nutritious (56%) and organic (51%). Other common descriptors include environmentally responsible, planet-friendly, and plant-based. Interestingly, the association of “affordability” with sustainability has grown since 2021, increasing from 46% to 53%, although it still ranks among the least connected terms.
Key Purchase Drivers
For many U.S. consumers, price (51%) is a key factor influencing the purchase of healthy, sustainable foods, followed closely by taste (48%) and healthiness (39%). These preferences are consistent across Canada and the UK. Other considerations include recognizable ingredients and positive nutrient profiles, while factors such as plant-based options and environmental impact are less emphasized.
Demand for Industry Leadership and Transparency
The CCI emphasizes the need for food companies, NGOs, and governments to foster trust and promote sustainability. About 25% of consumers prioritize supply chain transparency, while 21% look for visible changes in product formulation, and 20% value partnerships with public health and environmental organizations.
“While consumers acknowledge their role in adopting healthier, more sustainable behaviors, they expect food and beverage companies, along with government agencies, to lead the transformation in food systems,” stated Andrea Carrothers, MS, RD, Senior Vice President and Group Lead at FoodMinds. “Organizations that clearly commit to health, wellness, and sustainability can build trust and loyalty among their target consumers.”
Explore the 2024 CCI
- Download the FREE Executive Summary: Get a snapshot of key findings and trends.
- Purchase the Full Report: Access in-depth analyses for the U.S. and Canadian markets, along with a one-hour strategy session with senior advisors.
- Consult an Expert: Reach out to Lauren Hoffman ([email protected]) for more information.
About the Conscious Consumption Index
The Conscious Consumption Index is FoodMinds’ flagship global insights report that defines healthy, sustainable food systems and outlines actionable strategies for food companies, NGOs, and governments. Conducted every three years, the survey includes a nationally representative sample of 3,150 grocery shoppers aged 21-69 from the U.S., UK, and Canada.
About FoodMinds
FoodMinds is a global food and nutrition agency that provides innovative science, policy, and communication solutions to meet clients’ business goals while promoting public health. The agency focuses on various areas, including science communications and healthy, sustainable food systems, to drive change and influence consumer behavior. As part of Padilla, FoodMinds collaborates with over 30 leading commodity boards, food companies, and associations, reimagining how the world consumes food and beverages for a more sustainable future.
