IDM ¦ FMCG Gurus Column
The Relationship
Between Sustainability
and Dairy in 2022
Author: Emily Ann Smith,
Content & Editorial Analyst at FMCG Gurus
As the concerns surrounding sustainability becomes increasingly
popularized, consumers look to change their
diets and lifestyles to help protect the future of the
planet. 69% of global consumers in 2022 reported they
have made changes to their diets over concerns for the environment.
Consumers, now more than ever, are becoming more attentive
to the products they’re consuming and this directly influences
shopping habits and a higher response to brand identity, as consumers
are actively seeking brands that align with their attitudes
and values toward sustainability. The focus on the dairy industry
and its impact on sustainability have been particularly highlighted
in the media over the last few years, with plant-based alternatives
becoming gradually more popular amongst everyday consumers in
an attempt to make a positive influence on the environment.
Consumer concerns on sustainability
FMCG Gurus consumer insights show that 74% of global consumers
voiced their concerns for the state of the environment.
Witnessing the destruction of the planet’s ecosystems firsthand,
paired with the catastrophic damage caused by COVID-19, has led
many consumers to feel a sense of urgency for change in order
to save the planet before it’s too late. The three main areas of
concern for 74% of consumers in 2022 was reported to be carbon
emissions, global warming, and plastic pollution; closely followed
by 68% of consumers being concerned by unnecessary food wastage.
Other areas of concern listed air and farming pollution, which
has a massive impact on consumer outlooks on the food and drink
industry and examining their effects on environmental health.
26 · September/October 2022 ¦ international-dairy.com
Alongside the dwindling of natural resources and wildly adverse
weather conditions it’s difficult to ignore the responsibility of becoming
more sustainable. As consumers become more alarmed by
the state of the environment, they turn their concerns to brands
and retailers, questioning what steps they’re taking to proactively
protect the planet.
66% of consumers believe that food, drink and supplement
brands should be doing more to protect the planet. Many feel
that organizations, particularly large multinationals, are driven by
corporate greed and prioritize profits over sustainability. This attentiveness
to brand action influences shopping habits and product
choices, especially as the everyday consumer becomes more
concerned with sustainability and environmental wellbeing.
Consumer actions on sustainability
Consumers are taking action through their shopping habits,
searching more attentively for brands that align with their sustainable
approach. 73% of shoppers reported they look out for less
plastic pledges when choosing what food, drink, or supplements
they buy. Therefore, brands that commit to tackling plastic pollution
by using upcycled materials as a sustainable packaging alternative,
or committing to a ‘Path to Net Zero’ pledge are more likely
to appeal to consumers. This is a clear influence that promotes
a more sustainable approach to the individual’s lifestyle whilst
creating the idea of collaborating with brands to create a better
future. This not only strengthens the brand-consumer relationship
but also encourages consumers to be more proactive in their
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