Clearly, reduced food waste is a great thing, but apart from that, how does inflation affect the environment? We wanted to find out whether consumers care less about ‘being green’ when they’re trying to save money. To get a handle on this, we benchmarked today’s landscape against Attest data from January 2021.
First, we asked respondents to rank six factors according to how much they’re influenced by them when choosing food or drink brands. While we see that sustainability/ethics remains in fifth place, just below convenience and above packaging attractiveness/advertising, we do see an interesting shift in priorities.
In 2021, price was chosen as the most important factor by 35.7% of respondents. This year, price is a much more emphatic winner, selected by 57.6% as their first priority when choosing food and drink brands. While quality/taste still ranked second overall last year, it was more highly valued: 33.1% rated it as the most important factor versus 22.5% this year.
The cost of food is by far the most important factor influencing a consumer’s purchase, while quality is considered much less important than it used to be. This in itself is a clear message that times have changed, and while consumers might support environmental initiatives, they’re unlikely to pay more for them.