About 70 per cent of customers say that healthy products shouldn’t harm the environment while 54 per cent consider the future of the planet when making food choices. — Photo courtesy of the company

Consumers are now actively considering the environment alongside their individual health when buying food, according to Tetra Pak’s Index 2023.

These environmentally conscious consumers labelled ‘Climatarians’ are willing to alter their eating habits to protect the planet.

The market for healthy foods is already well established, as consumers actively seek products that will have a positive impact on their physical well-being. But a significant majority now take a more holistic view: 70 per cent say that healthy products should not harm the environment, while another 54 per cent are willing to take responsibility for the planet and change their diet to contribute to a better world.

This dual focus is reflected in the rising number of consumers consciously reducing the amount of meat they eat, known as “flexitarians”, with nearly half of all consumers saying they are reducing meat intake or excluding meat altogether.

The Tetra Pak Index, based on a survey conducted in ten countries around the world by global market research firm IPSOS, found that this trend towards meat reduction is a global phenomenon. 56 per cent of respondents cite health reasons for adopting a flexitarian, pescatarian, vegetarian or vegan diet, but over a third (36 per cent) specifically cite the environment as their primary motivator.

The research also revealed that convenience is no longer king. In a marked shift in long-prevailing attitudes, 70 per cent would sacrifice convenience for healthier products. The drive for health is also unaffected by the cost-of-living crisis, with only 17 per cent willing to sacrifice food and drinks with health benefits in the current economic climate.

The climatarian trend is expected to grow as the effects of climate change are felt more widely; with consumers expecting food manufacturers to deliver products that are both healthy and sustainable.

“The findings of this year’s Index are reflective of the direction we have taken in the last few years, to decarbonise the food industry and make food systems more resilient and sustainable. In many parts of the world, people rely on products such as milk and juices for their daily nutrition, so it is critical to optimise their value chain with innovations in sourcing, packaging, processing and distribution, which is where we have been playing an active role together with our customers and suppliers,” said Adolfo Orive, President and CEO at Tetra Pak.

Breakthrough new food innovations can play a strong supporting role in delivering products that are not only tasty but also resource-efficient. The survey also revealed that consumers are ready to embrace innovations that improve how we live and eat, with 62 per cent believing that technology has a role to play in a more sustainable future. At the same time, some consumers are concerned that such innovations may not be as natural as fresh, unprocessed food - so finding the right balance will be key.

“In addition, considering that the world will need 60 per cent more food by 2050, we are complementing these efforts through technologies that can help explore new sources of nutrition - ranging from new plant-based sources to alternative proteins produced with biomass and precision fermentation. Both these areas are critical to contribute towards food system sustainability,” added Orive. — VNS