Kerry calls for improved industry collaboration to drive forward sustainable nutrition
Kerry has unveiled new pan European research which finds that across six markets surveyed, 71% of consumers say sustainability is important when choosing where to eat out. A significant majority (81%) believe that foodservice outlets should do more to communicate what they are doing to protect people, the planet and society.
In exploring the changing landscape for sustainability in foodservice, thought leaders and innovators from the food industry led discussions on the business case for sustainable nutrition, and provided inspiration and practical guidance on how to work towards a more sustainable sector model collectively.
Kerry hosted a first of its kind summit for senior leaders from the foodservice sector, sharing new research, knowledge and insights into the importance of sustainability in the industry. The event unpacked the opportunity that exists to integrate sustainability, taste and health into a successful proposition for consumers.
The event was hosted in London on Thursday 8th September and showcased Kerry’s new proprietary research, which looks at consumer sustainable nutrition needs, attitudes and decision-making barriers and drivers in foodservice when eating out of home.
The qualitative and quantitative research examines the current reach of sustainable nutrition with consumers and shares actionable recommendations on how foodservice operators can integrate sustainability, indulgence and health into a winning proposition. With over half (55%) of consumers reporting that they are now eating more sustainably since the Covid-19 pandemic, foodservice has a central role to play in helping consumers make more informed, sustainable choices.
Thought leaders from across the sector who provoked inspiring conversations throughout the day and included sustainable chefs and influencers Thomasina Miers, Arthur Potts-Dawson and Max La Manna, as well as innovative foodservice operators such as MAX Burger, Brakes, Guinness & innocent, as well as The Sustainable Restaurant Association, Nesta and Nutritics.
Commenting on the findings, Daniel Sjogren, VP Foodservice at Kerry said to truly accelerate the creation of a world of sustainable nutrition, we need to make the business growth agenda and sustainability one conversation.
“Our industry needs to act now and provide healthier and more sustainable food and beverage offering, that deliver on taste expectations of consumers and ultimately are better for the planet and society,” Sjogren said. “People are integrating sustainability into their everyday choices and becoming significantly more proactive in living a more sustainable life. As a result, there are great opportunities for foodservice operators to respond to these new needs and expectations and grow their businesses successfully with a more sustainable model.”
Key findings from the new research include:
- Sustainable tipping point – for the first time the majority are clearly indicating strong sustainability preferences and displaying a sense of frustration around the difficulty in making more sustainable choices. 65% of consumers report that they are looking for sustainable options made easy, whether through more information or a greater range of options, so that they can feel more empowered to make the better, more sustainable choice.
- Deliciously sustainable & healthy – Taste is the most important factor for people in OOH consumption. Many people still believe they may be missing out on deliciousness if they choose a more sustainable option. This serves as a strong reminder that consumers are unwilling to compromise. Always delivering a great taste promise is key for foodservice to drive confidence in more sustainable options.
- Sustainably healthy – The majority (59%) of consumers believe that sustainably sourced meals and drinks are healthier for you. And these foods, produced locally or in-season for example, are often considered to be higher quality and to deliver greater nutritional benefits. Nutritional claims are also becoming more important to the consumer than ever before, especially claims with low/reduced sugar content. Explicitly linking sustainability to healthier options could help drive demand.
- The power of your menu – Drawing on behavioural science, a menu experiment was created with different menus labelling price or CO2 emissions or calorie content to demonstrate that these labels or visual nudges can impact consumer choices. Foodservice operators have an opportunity to drive sustainable choices through low-cost menu design interventions and message framing, especially given that consumers actively want the industry to make sustainable menu choices easier for them.
- The Sustainability premium – There is a strong belief that acting sustainably comes at a cost, and there is willingness to pay more for sustainable food and drinks with 51% agreeing that they are happy to pay more. Where there is a sustainability premium, consumers need a greater understanding of why it exists and the cost differential must be defendable and is clearly communicated.
Daniel Sjogren added: “Consumers want to see more sustainable choices on menus – that is what they are telling us. This summit and research insights helps us and our customers to better evolve the sustainable offerings and communications to meet consumers’ growing expectations without compromising on taste and nutrition.”
