Lindberg’s researchers asked 1,853 consumers to give their main reasons for choosing plant-based. At 54%, health scored as highly as we expected.
More surprising was the environment, which only scored 23%, presenting a clear opportunity for producers who are not communicating about the sustainability benefits of their oat-based milk analogs.
According to the World Economic Forum, sustainability is high on most consumers’ agenda in both the developed and developing worlds. And many brands are taking note, and tailoring their pack messaging accordingly.
In France, pack messaging around sustainability has even evolved into an eco-score system. The score is based on a life cycle assessment that includes ingredients and production. The data behind the score is sourced from a French government agency (Ademe) and national research institute (Inrae).
Inspired by nutrition-labelling systems, the color-coded French eco-score ranges from A (lowest environmental impact) to E (highest environmental impact).
The scheme is voluntary, but the companies that helped bring this label to life and have started to use it clearly see an opportunity. As shoppers become more environmentally-aware, they want to make the right choices. Brands who make that easy for them will gain an edge.