Consumers Taste The Difference Of Sustainably Grown Food

Taste is a key driver of behaviour when it comes to the food we buy and eat with almost two thirds of consumers across the continent (64%) believing that sustainably grown vegetables taste better.

This was the finding of a recent survey of more than 12,000 consumers in six European countries, commissioned by Knorr, which also found that despite being the most sceptical in Europe when it comes to attitudes to responsibly grown ingredients, Brits actually purchase the most, with the exception of the Germans.

As a nation we are least likely to believe that sustainably grown ingredients taste better than conventionally grown ingredients (48%) while 49% of respondents believe they are in no way different to conventionally grown ingredients.

This doesn’t translate into lower sales however with consumers clearly enticed into more frequent sustainable food purchases than most of our European neighbours.

Andrea Grimandi, Director, Knorr UK & Ireland said: “Knorr believes that sustainable agriculture is bringing significant benefits to both consumers and the environment and is key in securing a global supply of sustainable food.

“Taken as a whole, it is highly encouraging to see the majority of European consumers recognising the benefits of sustainable farming for both their food and the environment, though clearly there is more work still to do in the UK.”

Knorr added that continued climate-related challenges, uncertainty in markets and fluctuating commodity prices have made securing food supply more important than ever before. Almost 70% of the world’s surface water is used in agriculture.

With 92% of the top vegetables and herbs for Knorr sourced sustainably in Europe, the brand said it is at the forefront of making sustainability common place. And with the ‘sustainably grown’ label on pack, Knorr said it is making it easier for consumers to make responsible choices in the supermarket.

NAM Implications:
  • Clearly sustainability has touched a ‘responsible’ nerve in UK consumers where it matters, i.e. in their pockets, causing them to buy more
  • …appreciation of the taste will probably respond to increased promotion..
  • ….resulting in increased consumer focus on comparisons between what it says on the tin vs. the contents
  • Which has to result in more objective like-with-like comparisons between brands and private label…