Grocery Eye

This quarter focuses on sustainability in the grocery sector, investigating expectations, behaviours and drivers, and helping industry stakeholders to understand their audiences’ actions and intentions so that they can make better decisions.

Each year, the report investigates four key trends that affect consumers’ decision making: healthy eating, customer experience, shopping occasions – and this quarter’s theme, sustainability.

Sustainability has emerged as a core trend over the past decade as consumers become more aware of the impact of their decisions on the world around them. As a complex issue, it can be challenging for brands and retailers to identify the best approach amid heightened pressure from consumers.

Based on a representative sample of 500 UK shoppers, this quarter reveals that, while price has become more important in the face of squeezed disposable incomes, consumers are willing to spend more on products that are sustainable.

Key trends for sustainability in grocery:

• Sustainability is the most important consideration after hygiene factors
  While price and promotions, quality, freshness and ingredients remain important, sustainability is highly influential when it comes to consumers’ purchase decisions, with many prepared to spend more to be sustainable
• Desire to shop local accelerates
  Packaging is still front-of-mind for consumers when it comes to sustainability, but interest in locally and seasonally sourced products is accelerating, as consumers seek fresher food with fewer airmiles
• Baby Boomers take more action on Gen Z
  There is an emerging do-say gap – and it goes both ways. Despite Gen Z reporting to take an interest in sustainability, they take fewer everyday steps to become more sustainability than Baby Boomers, who claim to pay no attention to sustainability issues
• Identifying sustainable brands and products is a challenge
  There is growing demand for information but, currently, few consumers find it easy to tell whether a product or brand is sustainable or not. More clarity is needed from retailers and brands, with on-pack messaging and advertising being the most helpful, and certifications failing to shift the dial

The full report includes direct quotes from consumers and meaningful insights for brands, which can help them develop their sustainability strategies.

From product packaging to communication and action, the Q3 Grocery Eye provides actionable recommendations that can help brands make better decisions.

Download the report today to better understand your market and audiences.