Sustainability ‘key’ to consumers’ buying decisionsBy Kate Malczewski
A new report has analysed how drinks brands’ sustainability efforts impact buying behaviour, revealing that 56% of consumers consider a company’s green credentials when choosing a bottle to purchase.
The Drinks Industry ESG Trends Report 2022 compiled research and consumer surveys to determine the state of sustainability in the spirits industry, and to provide recommendations for further action.
Created by Footprint Intelligence and sponsored by Pernod Ricard, the report said sustainability has become a ‘key differentiator’ in consumers’ purchasing decisions.
The researchers surveyed more than 1,000 consumers to gain insights into how perceptions of sustainability in spirits have evolved.
“We’re absolutely delighted to have partnered with Pernod Ricard UK on the Footprint Drinks Industry ESG Report 2022,” said Charles Miers, Footprint co-CEO and founder.
“Areas such as general waste, water and modern slavery are busily progressing in the background, but getting very little airtime, and so this report dives deep into the issues that have been real challenges to industry leaders.”
According to Footprint’s findings, 38% of consumers said environmental and social responsibility was more important to them compared to 12 months ago.
Meanwhile, 53% reported seeking out information on the sustainability and social efforts of their favourite drinks brands, and the same number check packaging labels to learn more about a brand’s eco credentials.
Consumer preferences for sustainability-focused businesses also extend to the on-trade, the report discovered. More than 70% of consumers said they would like to hear how pubs are tackling food waste and other green issues, and 40% stated they would choose a venue because it is tackling food waste.
“The standout in this year’s report are the voices of consumers, who we surveyed extensively to tease out what they care about, and it’s clear that they care about sustainability in all its forms,” Miers continued.
“The climate crisis is urgent, but taking action leads to opportunity, as this report demonstrates. We urge everyone operating in the drinks industry to read it, share it as widely as possible and most importantly act on it.”
The full report can be found at www.foodservicefootprint.com/footprint-drinks-industry-esg-trends-report-2022.
Earlier this year, we examined how spirits brands are re-evaluating their raw materials to craft more sustainable bottlings.