CHICAGO – Familiarity with healthy sustainable food systems is rising. Yet, according to the FoodMinds 2024 Conscious Consumption Index (CCI), less than half (42%) of consumers are purchasing healthy, sustainable options on the majority of their grocery shopping trips.
The survey, which reveals perceptions and purchasing behaviors of more than 3,000 consumers from the U.S., Canada and the UK, identifies price as the primary barrier to buying healthy, sustainable foods. Additionally, skepticism around marketing claims and concerns over transparency in food production were among the top reasons consumers do not buy healthy, sustainable foods.
“Consumers are increasingly aware of the impacts their food choices have on both their health and the environment. However, the gap between awareness and action remains significant. At FoodMinds, we believe there are opportunities for education, transparency and industry leadership to help bridge this gap and empower consumers to make informed, sustainable choices,” said Lauren Hoffman, MBA, RD, Vice President of Healthy, Sustainable Food Systems at FoodMinds.
Defining Healthy, Sustainable Foods: “Nutritious” and “Organic” Lead the Way
More than half of consumers define healthy, sustainable foods as nutritious (56%) and organic (51%). Other popular associations were environmentally responsible, planet-friendly and plant-based. Notably, the association of “affordability” with sustainability has increased since 2021 (53% vs. 46%), though it remains one of the least associated terms.
Key Purchase Drivers: Price, Taste and Healthiness
For most U.S. consumers (51%), price is a crucial factor when purchasing healthy, sustainable foods, followed by taste (48%) and healthiness (39%). These trends align with findings from 2021 and are consistent across Canada and the UK. Other considerations include recognizable ingredients and positive nutrients, while factors like plant-based options, fair labor certifications and environmental impact are less prioritized.
Consumers Look for Industry Leadership and Transparency
The CCI underscores the need for food companies, NGOs and governments to take action to foster trust and support a sustainable future. A quarter of consumers emphasize the importance of supply chain transparency, 21% seek visible product formulation changes and 20% value partnerships with public health and environmental organizations.
“While consumers recognize the role they play in embracing healthier, more sustainable choices and behaviors, they are looking to food and beverage companies and government agencies to lead the way in food systems transformation. Organizations that put a clear and credible stake in the ground regarding their health, wellness and sustainability commitments can build trust and loyalty with key target consumers,” stated Andrea Carrothers, MS, RD, Senior Vice President and Group Lead at FoodMinds.
Explore the 2024 CCI
- Download the FREE Executive Summary: Get a snapshot of key findings and trends, offering a glimpse into the comprehensive insights available in the full report.
- Purchase the Report: Secure your copy of the full 2024 CCI, including the in-depth analysis for the U.S. and Canadian markets and a one-hour strategy session with our senior advisors.
- Talk to a Healthy Sustainable Food Systems Expert: Contact Lauren Hoffman ([email protected]) to learn more.
About the Conscious Consumption Index
The Conscious Consumption Index is FoodMinds’ signature global insights report, revealing how consumers define healthy, sustainable food systems and prioritizing actions for food companies, NGOs and governments to build trust and support a sustainable food future. The survey is conducted every three years, with data from 2018, 2021 and 2024, and includes a nationally representative sample of 3,150 U.S., UK, and Canadian citizens aged 21-69 responsible for household grocery shopping.
About FoodMinds
FoodMinds is a leading global food and nutrition agency, providing innovative science, policy and influencer communications programs that achieve clients’ business goals while also doing good for public health, people and the planet.
We put passion into practice across key solution areas, including science communications, food and nutrition affairs, stakeholder engagement, food as medicine/precision nutrition and healthy, sustainable food systems, to affect change and impact behaviors. FoodMinds is the only agency with 15 registered dietitians and a Global ExpertBench of nutrition science, policy and communication professionals to help our clients embody a better story.
FoodMinds, a division of Padilla, works with more than 30 leading commodity boards, food companies, brands and associations in the U.S. and around the world, including several Fortune 500 companies. Between FoodMinds and Padilla Food + Beverage, we are consumed by food. Together, we’re reimagining why, what and how the world eats and drinks – to help build a stronger, flourishing future for all.
Contact: Lauren Hoffman, [email protected]