Consumers are becoming increasingly responsible, sensitive and attentive to what they put in their baskets, and also more demanding towards brands and retailers.

This is the snapshot from the annual IBM Food Sustainability Study for 2020 by Morning Consult and IBM, involving 3,500 people in the United States and Europe, including 988 Italians.

The research shows a growing responsibility in purchasing decisions and greater attention on where the food we eat comes from, bringing with it new demands for clarity and transparency from companies and retailers. While consumers are ethical in their values, in practice, the prices of sustainable products – still deemed too high – are a barrier.

In Italy, among the criteria that guide purchasing decisions, priority is given to locally sourced food (58%, an important aspect particularly for older generations) and healthy food (45%, essential for young people). The pandemic has also helped raise more awareness among Italians, particularly “Generation Z” (people born between 1997 and 2012), about the value of sustainable food, with roughly half of the people interviewed saying they are more attentive to the issue. Among the aspects causing greatest concern is food waste, which is particularly important to women (78%) and Millennials (people born between 1981 and 1996, 80%).

According to the study, in terms of hindrances, the main barrier to green shopping for Italians is not the price – a problem highlighted at European level instead – but rather the lack of information on the source of food, with 3 out of 4 consumers saying they are willing to pay up to 10% more to buy sustainable food. Regarding traceability – which should be constantly guaranteed – the people interviewed say they trust blockchain systems, which are considered important for providing certified information on the freshness, source and processing of food.

The IBM Food Sustainability Study therefore outlines the values of a more attentive and sensitive consumer to issues of sustainability and more aware of the impact that their purchasing decisions have on the environment, economy and society. Companies in the sector should increasingly embrace these values, offering products in line with these principles and guaranteeing transparency in their operations.

Image by PublicDomainArchive from Pixabay