Dairy Processing - November/December 2022 - 48

more popular, up 5.7% in the last 12 weeks compared with the
same time last year, indicating that consumers are choosing
to cherry pick products across different stores to get the
best deals.
SUSTAINABILITY MATTERS?
It's well documented that dairy production currently
contributes to global greenhouse gas emissions. The industry
continues to invest in areas such as responsible waste
disposal, water and energy management, recyclable packaging
and renewable energy. Many dairy leaders also support
farmers in adopting green practices.
However, while consumers rank food and beverage
as one of the most important industries when it comes to
environmental impact, many are unable to articulate what
makes a product in the category sustainable.
There is also a gap between consumers who say they are
interested in sustainable items and the retailers who say they
believe consumers are interested in such items, according to
two 2021 surveys from research firm First Insight, Warrendale,
Penn.
A survey of more than 1,000 consumers in July 2021
found 68% of respondents said they were willing to pay
more for sustainable products. A survey of 51 retail seniorlevel
business executives took place in October 2021.
Thirty-four percent said they thought consumers would pay
" Once you make that connection
for consumers that a sustainable
product is better-for-you then they
will have a different payment point. "
Julie Johnson, HealthFocus International
more for sustainable products. While 72% of consumers
said sustainability was a very or somewhat important
purchase consideration, 51% of executives said they thought
sustainability was a very or somewhat important purchase
consideration for consumers.
" This report clearly demonstrates that retailers are leaving
money on the table, " said Greg Petro, chief executive officer
of First Insight. " Brands and retailers must listen to the
voice of the customer on issues as critical as sustainability.
Consumers want more than performative measures from
retailers and brands when it comes to ESG (environmental,
social and governance) priorities, which will only become
more important as Gen Z grows in influence. "
When asked why they prefer sustainable brands, 17% of
consumers said to improve the environment, 16% said social
signaling, 11% said to reduce carbon footprint, 9% said to
reduce production waste and 8% said animal welfare.
Another gap came in brand importance - 56% of
DAIRYPROCESSING.COM | NOV-DEC 2022 47
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Dairy Processing - November/December 2022

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