A global survey of over 8,500 consumers from Australia, Brazil, China, France, India, Nigeria, Pakistan, Russia and USA concludes that COVID-19 has displaced the environment as the number one consumer concern. Concerns around food safety and food security have risen significantly as consumers try to balance these with their worries about the environment, highlighting the dilemma that they face between these two subjects.
Health is now connected to heightened issues of food safety and hygiene; two-thirds say that being healthy is being safe. Improving food safety is cited as the number one priority for manufacturers.
Linked to this, transparency and trust are more important than ever. Almost three in five consumers saying they want to know all they can about product production. Provenance is among the top purchase drivers.
The Tetra Pak Index 2020 also highlights how food waste is rising up the agenda: this is now seen as a concern by more than three-quarters of respondents. The impact of COVID-19 on supply chains has accelerated awareness of food waste as a pressing issue. Consumers cite food waste reduction as both the number one environmental issue they can influence themselves and one of the top three priorities for manufacturers. But confusing “best before” labelling is a barrier, offering brands a chance for better communication including on-pack information or via connected packages.
Consumers see sustainable packaging as a top priority for manufacturers, and four in five say companies should be obliged to help with the recycling/reuse of their packaging. Carton is considered among the most environmentally friendly options, while plastic waste remains a key concern, fostering industry interest in renewable materials.
The convergence of health and the environment we observed in last year’s Index has grown to encompass other concerns, as “people” and “planet” issues increasingly overlap.
The findings of the 2020 study, conducted by Ipsos, have been compiled based on data from the following inputs:
- Global consumer research: A global survey of over 8,500 consumers from Australia, Brazil, China, France, India, Nigeria, Pakistan, Russia and USA (n=8501). Results were collected through June - July 2020 from a minimum of 1000 respondents in each market surveyed.
- Social intelligence: An online social media study analysing approximately 75,000 online consumer conversations in USA and India over the 24 months leading up to June 2020, including both text and image-based data sources.
- Desk research: A thorough review of existing data and reports.
For more details on Ipsos thinking and offers in Sustainability, please visit: https://www.ipsos.com/en/sustainability
Desk Research including an Environment study conducted in July 2020, the survey is comprised of a total of 4,800 consumer interviews based on an online questionnaire in 16 markets: Brazil, Chile, China, France, Germany, Italy, Japan, Pakistan, Saudi Arabia, South Africa, Sweden, Thailand, Turkey, UAE, UK and USA.
KEYS: STANDING OUT FROM THE CROWD, Making Your Mark in the Moments That Matter [Webinar recording]
This session sees us explore how we can cut through the noise and ensure the product, service or experience we are offering stands out at those moments that really matter. Our experts will be sharing our latest analysis of how consumers react in different contexts - and reflecting on the implications.