Whether it’s opting for an electric or hybrid vehicle, moving away from fast fashion or clocking the air miles of an avocado, the shift towards a more environmentally conscious form of consumerism is becoming more and more widespread. Business leaders across the food and drink industry are well aware of the trend towards conscious consumerism, which has been shaping consumer preferences and driving manufacturers towards more sustainable product offerings over the last decade.
As the year unfolds and we consider the impact of cost-of-living increases and a heightened focus on health in the wake of the pandemic, it is clear that the conscious consumerism trend is evolving to meet these circumstances and will extend beyond just environmental concerns.
Increasingly, we are seeing conscious consumers looking for products which can both help them achieve healthy and nutritious diets while also delivering great value for money at a time when inflation is biting.
This trend, which Mintel’s Food & Drink Report recently described as ‘savvy sustenance’, will combine with the longstanding environmental concerns to add another layer of nuance to the conscious consumer – creating a real opportunity for forward thinking businesses in the year ahead.
Unpacking 2023’s conscious consumer
Although ‘eco-anxiety’ remains high on the agenda, we are also witnessing a shift to more health-conscious choices. On top of this, 62% of global consumers were also concerned about their financial situation in 2022[1], and purse string aren’t looking to loosen in the next 12 to 18 months.
More recently, brands have worked to showcase their eco credentials to appeal to the traditional conscious consumer but now evidencing health benefits and value for money must also be prioritised in brand messaging and relationships with key retailers will play a significant part in this focus.
The new combination of concerns for conscious consumers presents a challenge to food and drink businesses and requires a delicate balancing act to address each area of concern in a way which benefits both the business and the consumer.
Eco-conscious
To meet demand for more transparency around sustainability and allowing consumers to make informed choices, a growing number of beverage brand owners are taking action to measure and reduce their carbon emissions, using on pack messaging to communicate a positive, proactive message to consumers.
Food and drink’s environmental efforts must undoubtedly continue across sustainable packaging, reduced product transport and limiting waste in a bid to be kinder to the planet.
Here at Purity, we are proud to say all of our products are produced right here in the UK, limiting emissions through transportation and reducing our carbon footprint in comparison with competitors.
Continuing in this vein, over the last 12 months, Purity Soft Drinks has also shifted to 30% recycled PET and to reduce the impact of single use plastic, we’re proactively seeking opportunities to continue our sustainability efforts as an active member of the WRAP Plastic Pact and supporting the move to a Deposit Return Scheme.
Just as individuals are becoming more aware of their own impact on the planet, brands across food and drink must educate themselves and improve where possible to limit our environmental impact and reap the many benefits of a more eco-conscious business model.
Economy conscious
Stepping beyond eco anxiety to address cost of living concerns, it is clear the food and drink industry needs to work towards newly considered price points – whether through reformulation, pack sizes or formats. By offering up to 60% better value than the number one fruit juice SKU in food to go[2], we’re very proud that JUICEBURST is effectively meeting consumer requirements for great tasting, healthy drinks at a great price point but the industry as a whole needs to continue in this direction if we hope to meet consumer needs in the long term.
When it comes to maximising value for money, consumers are seeking products that offer tangible, multiple benefits and cost-effective nutrition. Every bottle of JUICEBURST contains 1 of your 5 a day, no artificial colours, flavours or sweeteners, and never any added sugar, making it a popular choice for those looking for healthy options which taste great and offer value for money.
Health conscious
And finally, to meet the requirements of today’s conscious consumers, products must not only be good for the planet and beneficial bank balances but also good for the consumer from a health perspective.
Not only have alcohol free options seen a boost in popularity with 66% of US Millennials actively reducing their alcohol intake[3], we’ve also seen a clear move away from heavily sweetened, carbonated soft drinks suggesting that people are making more health conscious decisions when it comes to their drinks choices.
And health benefits are not limited to physical health, YouGov research indicates that 49% of those surveyed want to use their diet to improve their mood and wellbeing. This is where offerings like Purity’s Firefly really come into their own.
Firefly brings a unique premium proposition to the adult soft drinks category with its still, subtle and complex flavours giving consumers that moment to stop and unwind which is really important given the broader challenges we are all facing.
As consumers grapple with life in a post-pandemic world, facing a rising cost of living and environmental crisis the need to prioritise mental wellbeing has never been greater and consumers are increasingly recognising the need to actively balance high productivity with intentional down-time, recharging for the demands of the modern day and using diet to fuel the mind and body.
The conscious consumer is here to stay
Though we can only hope for improvements to the financial situation we currently find ourselves in, in terms of healthier choices and eco-first options, we can safely say these concerns will continue to be a priority for consumers across all segments.
According to reports from the World Economic Forum, Generation Z’s views on sustainability are also influencing other age groups to change their buying behaviour, with spending on sustainable brands and products by Generation X increasing by 24% since 2019 and the behaviour of other groups indicating a similar trend.
This data stands to reason that although conscious consumerism will change and evolve depending on situational factors, its foundations are becoming more and more deeply rooted in consumer habits, and the food and drink industry must continue to enhance its offering to adequately meet these consumer demands.
[1] GlobalData, 2022 Q3 global consumer survey
[2] Retailer online pricing 10/2/23
[3] Nielsen, 2018
