November 14, 2024 – In China, consumers view sustainability as a key factor in food choices, seeking eco-friendly options that align with their values of environmental responsibility and ethical practices. Innova’s 360 research into sustainability food trends highlights consumer attitudes, actions, and their expectations on corporate responsibility about sustainability.
Consumer Attitudes and Actions on Sustainability Trends
In China, 1 in 3 consumers consider the health of the planet and its population as top concerns. However, Generation Z prioritizes economic uncertainty and job security. Food waste and water shortage awareness is high among consumers in China. However, more than half of Chinese consumers are also extremely aware of littering and landfills, pollution through transport, and CO2 emissions issues. Sustainability food trends show that most Chinese consumers are willing to pay extra for food and beverage brands and products that actively work to solve these environmental issues.
Sustainability food trends display that 36% of Chinese consumers have taken steps to minimize food waste, with over half increasing their efforts. Most Chinese consumers prioritize buying sustainable food and beverages as it makes them feel good about themselves and the planet.
Consumer Expectations on Corporate Responsibility in Sustainability Trends
More than one-third of Chinese consumers expect companies and brands to invest in nature protection. They believe companies should be more efficient in their natural resource usage and more transparent about their sources of raw materials. Sustainability food trends reveal that 4 in 5 consumers also want stricter government regulations on sustainability, with carbon emissions seen as the best measure of progress.
Many consumers prioritize nature protection claims, with top concerns including carbon neutrality, more sustainable energy, protection of the forest, ocean and land, improved biodiversity, and regenerative farming. Yet half of consumers struggle to identify sustainable products. They seek clear ingredient traceability and simplified sustainability information on packaging, along with details on nutrition, shelf life, and active and passive health claims.
Agriculture Trends
Importantly, 7 in 10 Chinese consumers are aware of the effects of climate change, with more than 1 in 3 being extremely aware. Sustainability food trends reveal that awareness is particularly strong among Millennials and those living in urban areas. Consumers expect climate change to affect the sourcing and production of fish and seafood, fruit and vegetables, and meat. This growing awareness creates opportunities for change in Chinese farming practices.
Most Chinese consumers support technological innovation to improve crop climate resilience and want brands to adopt sustainable farming practices. They are open to using ingredients from climate-resilient crops in food and beverages. Half of consumers have a positive perception of regenerative agriculture and precision farming, although fewer think positively about using modern technology. Sustainability food trends display that Boomers have the least favorable view of innovation in the most traditional farming approach, regenerative agriculture.
Sustainability in Meat and Dairy Trends
In 2024, fewer consumers purchased meat and dairy compared to the previous year, but those who continued buying increased their consumption, especially in meat and poultry. Sustainability food trends show that half of China’s consumers recognize the sustainability benefits of meat and dairy alternatives. Among non-dairy alternatives, options like soy, oat or almond milk are the top choice for one-third of consumers reducing their dairy intake, while fewer turn to other products like juices, pulses, or vegetables.
For meat reduction, only 3 in 10 consumers opt for meat substitutes, placing them fourth in preference. Instead, 2 in 5 consumers are increasing their intake of pulses, juices, or simply choosing to eat less meat in a single sitting. Other popular strategies include trying new cuisines or exploring plant-based ingredients.
What’s Next in Sustainability Food Trends?
Chinese consumers prioritize nature protection claims on food and beverage products. They pay close attention to actions like protecting forests, oceans, and land, as well as improvements in carbon neutrality and green energy use. Brands can respond by making these claims clear, certified, and transparent about ingredients.
With food waste being the top global sustainability concern, brands can support food waste programs, introduce smaller portions, and incorporate tips to help reduce waste. New product launches can enhance environmental impact by using upcycled or local ingredients.
Chinese consumers also value farming innovations and their sustainability. Brands can invest in innovative farming initiatives and use ingredients grown by regenerative farming. They can commit to gene editing to rapidly develop crops tolerant of rising temperatures, novel diseases, and other climate-resilient adaptations. As climate challenges grow, integrating technology into farming is likely to be essential for sustainable food systems.
This article is based on Innova’s Now & Next in Consumer Expectations in Sustainability in China report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
