Kearney’s report introduces a new term to describe individuals who prioritize sustainability in their food choices: Climavores. The study, based on a survey of 1,000 U.S. consumers conducted last month, reveals a gradual increase in the number of Climavores. Over the past five years, Google searches for terms related to the carbon footprint of various food categories have surged, with inquiries about dairy’s carbon footprint rising nearly one-third and searches regarding beef increasing by 18%. The research indicates that younger consumers, particularly those aged 18 to 44, are significantly more likely to consider the environmental impact of their food selections. This demographic is also a key target for many food brands, as they possess purchasing power and may be starting families.
Kearney forecasts that by 2030, most food choices made by U.S. consumers will be driven by climate considerations. This shift could stem from the growing awareness of global warming and environmental challenges, alongside an increasing number of consumers who are informed and concerned about climate change. The report aims to outline a potential roadmap for food brands in light of these changes.
One noteworthy finding is that interest in plant-based diets as a solution for climate change appears to be declining. Among the omnivores surveyed by Kearney, 38% indicated they are unlikely to purchase plant-based alternatives in the coming year, marking a 6 percentage point decrease from the previous year. Only 19% expressed a strong likelihood of buying these products, down from 31% in 2021. Many consumers cited their reluctance to embrace vegetarian or vegan diets as a significant barrier to making climate-friendly food choices. Approximately 40% of those unaware of the environmental consequences of food considered this their primary obstacle. An additional 25% felt alienated by plant-based options, preferring what they termed “real food.”
Interestingly, these sentiments also extend to those with a greater awareness of food’s environmental impact. A third of respondents who were somewhat informed about sustainability and 20% of those who were very aware also expressed a desire to avoid vegetarian or vegan diets; around 16% of both groups preferred “real food.”
To encourage more consumers to adopt plant-based eating, manufacturers must address and change negative perceptions. The availability of alternative products is increasing, and demonstrating that these items are not only tasty but also satisfying is crucial. Achieving price parity with traditional products could significantly affect consumer choices, as many remain primarily concerned about cost. They would be more inclined to purchase plant-based options if they were priced similarly or lower than conventional items.
Furthermore, manufacturers should continue their efforts to reduce the environmental impacts of their products behind the scenes. This includes sourcing ingredients more sustainably and minimizing the use of animal-derived components. Highlighting these practices on product packaging could influence 55% of consumers, as indicated by a recent Fatitudes survey from Cargill.
Additionally, the energy and water usage in manufacturing plants and transportation also significantly contribute to environmental footprints, though this is often not recognized by consumers. By enhancing communication about their sustainability efforts, manufacturers can not only improve sales but also elevate consumer awareness about the connection between food and sustainability. Notably, for pet owners, ensuring that their dogs receive adequate nutrients, possibly through calcium citrate, while also considering sustainability can further bridge the gap between responsible consumption and health-conscious choices.