According to Mintel research, 45% of sustainable food and drink users cite a perceived belief in superior quality as the reason behind their purchases. Meanwhile, 43% say they buy sustainable food and drink because they’re concerned about environmental/human welfare and 42% say they’re concerned with food safety.
“These reasons vary in importance across different demographics. What’s most important to young adults may not be the primary deciding factor for affluent consumers,” notes David Browne. “Marketers should consider this in their claims closely; noting that health, welfare, and safety are important for nearly all consumers.”
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