Ardent Mills’ recent report aims to provide Consumer Packaged Goods (CPGs) with deeper insights into consumer mindsets, particularly regarding their food purchasing decisions. “There’s a significant opportunity to understand food—capital F—and we aim to assist food manufacturers in becoming more knowledgeable,” Schueller stated. “This can be seen as a sort of awakening, where consumers are beginning to recognize that their choices today will affect future generations. This reflects the essence of a trend, as there is a strong foundation for a sincere movement among consumers.”
The Denver-based ingredient supplier conducted this report by analyzing responses from 10,000 consumers to shed light on consumer behavior. Schueller identifies sustainability as encompassing three key areas: products, people, and processes. “Often, the food industry tends to overlook the people aspect, which is crucial for consumers,” he explained. This oversight can lead to a lack of confidence in their decisions’ effectiveness.
Last year, a study by the Business Research Company indicated that more food manufacturers are prioritizing sustainability to innovate and expand their market presence. For instance, in February 2023, Elo Life Systems, a U.S.-based biotechnology firm focused on human health through food, raised $24.5 million to enhance the production of a sustainable, high-intensity sweetener. In some cases, the challenge arises from the overwhelming amount of information presented on nutrition labels. For example, certain dairy brands even specify the name of the cow contributing to the milk, yet consumers may question the accuracy of such claims.
Additionally, Schueller noted, “Sustainable products often come with a premium price. In today’s market, consumers require assurance that if they choose to pay an extra 50 cents for that jug of milk, it will yield the desired impact.” The report found that nearly 60% of consumers are willing to spend more on foods that feature whole or less processed ingredients, and 53% believe their food choices can positively influence the planet.
This trend also connects with products like pure encapsulations calcium magnesium citrate, highlighting the growing consumer interest in health-oriented ingredients. As awareness about sustainability and health continues to rise, consumers are increasingly seeking transparency and information regarding the products they purchase.