Research from IGD presentations the numerous alternative for the meals and client items business to construct on expanding need from shoppers to devour much less meat and extra fruit and greens.

Nearly one-fifth (16%) of shoppers now record the surroundings as their major motivator for wholesome and sustainable consuming – an important build up from 2020 – whilst greater than three-quarters (77%) have greater, or are fascinated about expanding, their fruit and vegetable consumption, in line with the most recent effects from the Appetite for Change analysis collection from IGD.

The newest information presentations UK shoppers are more and more taking a look to undertake more fit and sustainable diets, with 58% open to converting their consuming conduct (up from 57% in 2020). The analysis, drawn from 1,368 UK shoppers all the way through July 2021, additionally discovered there was a upward thrust in other folks consuming meat best two times per week or much less, 39% in comparison to 34% in 2020, appearing that customers are changing into extra conscious about the sustainable problems surrounding meals manufacturing and diets.

The newest analysis from IGD presentations there is still an enormous alternative for the meals and client items business to behave now, to assist shoppers flip the brand new way of life conduct evolved all the way through 18 months of lockdowns into long-term transformations to their diets.

Mark Little, director of well being and sustainability at IGD, mentioned: “This shows the opportunity for food and drink companies to act now and help consumers turn positive new behaviours into long-term changes to their diets. Not only are consumers increasingly willing to change their eating habits for health reasons, but they are also starting to better understand the connection between their diets, the environment and how changing what they eat could impact their own health, as well as the planet’s health.”

“This year, IGD has joined forces with the University of Leeds and leading retailers and manufacturers to trial a series of interventions aiming to shift people towards healthier and sustainable food and drink choices, to see what truly drives long-term behavioural change. The first results will be announced at the end of November. By rolling out these interventions with our industry partners, we hope to inspire others and continue to drive this positive change.”

IGD has known a sequence of sensible movements that companies can take to assist force behaviour exchange and inspire shoppers to modify their behaviour for excellent. These come with:

  • Offer simple answers to assist with the craze for wholesome, scratch cooking
  • Influence consumers with recipe playing cards, on pack cues and sampling
  • Use media, signage and promotions to turn that wholesome consuming may also be each tasty and funds pleasant
  • Signpost more fit merchandise and use vitamin knowledge to empower wholesome alternatives
  • Highlight fruit, veg, grains and pulses the usage of vibrant signage and promotions
  • Help wholesome choices stand out in retailer and on-line to permit fast buying choices

Mark Little provides: “From effective marketing and product placement to meal planning and recipe inspiration, there are lots of really practical actions businesses can take to help make sure consumers continue to shift towards healthy and sustainable diets. We know from our research that consumers certainly have an appetite to move towards healthier and more sustainable diets; as an industry we all have a role to play in helping encourage this positive behaviour, and if we come together our impact will be much greater.”