Consumers are increasingly embracing sustainable lifestyles, and businesses are responding by launching products with a range of sustainability attributes. Demand for these products varies by country, and so do opportunities, with companies looking at how to prioritise markets and claims. This report helps businesses to identify white space opportunities to innovate in their product portfolios, make decisions about claims prioritisation and tailor communication strategies.
Five European countries (France, Denmark, Sweden, Spain and Italy), along with Canada, Australia, Malaysia, China and Vietnam, are key markets to have on the radar. In these countries, the Sustainable Living megatrend is expected to gain traction among consumers, who are increasing their spending on sustainable products.
Consumers are more concerned about sustainability and increasingly willing to act, but this willingness does not necessarily always translate into purchases, due to lack of availability, affordability, convenience or performance of sustainable products, conflicting priorities, or scepticism about some product claims or the factors that make a product sustainable.
Organic-labelled products are widely seen in supermarkets in North America and Europe, which account for most of the world’s organic consumption. In the EU, The Farm to Fork strategy aims to increase organic farmland to 25% by 2030, positively impacting demand with information campaigns and lower prices due to increased competition.
China accounts for 63% of the global market share for meat substitutes – a share well above its contribution to the global market for meat products, such as pork and beef. The plant-based trend is very much on the radar of international companies, with global players not only launching plant-based products but also opening plant-based production sites in China.
Businesses in Latin America are starting to respond to consumers’ environmental concerns, launching sustainable products. While sustainability is gaining ground among the top attributes to pay more for, it should not be used merely to target upper-income segments or as a niche positioning.
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