January 15, 2025 – In the US and Canada, consumers prioritize sustainability in their lifestyle to align their choices with global environmental, social, and ethical values. Innova’s 360 research reveals key aspects of sustainability among consumers in the US and Canada. It explores key areas, such as sustainable packaging, minimizing food waste, choosing and supporting local, and committing to sustainable diets. It also highlights innovation opportunities in the food and beverage industry that brands are likely to consider in their new product developments.
Sustainable Consumer Trends
Sustainability is a major concern, with 1 in 5 consumers in the US and Canada considering it a key dietary value. Consumer trends indicate that brands and companies are expected to focus more on sustainable practices, especially in packaging.
44% of consumers in the US and Canada have minimized food waste to support environmental or social situations in the past year. However, this is driven not only by environmental concerns but also by cost-saving and health reasons. Consumers are eating in moderation for health reasons and primarily recycle for the benefit of the environment. All sustainable consumer behaviors are entangled with an expectation of other benefits like health, money-saving, freshness, and sensory experiences. This highlights the various motivations behind consumers’ commitment to sustainability.
Sustainable Packaging Trends
Choosing sustainable packaging is the most altruistic example of sustainable behavior, where consumers act for the good of the environment more than for themselves, and it is also what is highly anticipated by brands from consumers.
This is driven more by environmental concerns than personal benefits. The primary packaging functions that sustainable consumers are looking for are protection and containment. Packaging aspects such as preserving food quality, extending shelf life, and ensuring safety throughout the food chain to the end consumer are crucial for minimizing food waste and supporting sustainability.
In food and beverage packaging, preservation often outpaces recyclability in sustainable packaging, reflecting a balance between functionality and eco-friendliness. Sustainability is the fourth leading packaging aspect that 1 in 5 sustainable consumers are willing to pay more for. Packaging-related claims, including recycled materials, reusable materials, and biodegradable packaging, are the top 3 factors influencing consumers purchasing decisions of food and beverages in the US and Canada.
The majority of consumers opted for recyclable packaging to act more environmentally responsible in the past year. Consumer trends reveal that while consumers prioritize sustainability, they remain concerned about quality and flavor being compromised due to sustainable packaging. Ensuring food quality while controlling packaging costs is the first issue for brands to address when it comes to sustainable packaging.
Environmental Responsibility Trends
Consumers across generations prioritize minimizing food waste, but Boomers lead the way, with 56% actively reducing food waste, 35% choosing locally grown produce, and 29% opting for seasonally appropriate foods. 2 in 5 consumers minimized food waste for the sake of being environmentally responsible in their food choices. However, food waste management is mainly about saving and reusing household food surplus. According to sustainable consumers, the last resort of food waste management is buying misshaped products and upcycled products.
The new products entering the upcycling section are creating authentic sensory experiences. The food and beverage industry needs to primarily consider making upcycled products appealing in taste, price, and other relevant aspects. This approach ensures that upcycled products not only appeal to environmentally conscious consumers but also secure a competitive market position.
Social Responsibility Trends
Health is the primary driver for choosing local, with availability and sustainability also being big drivers for consumers to go local. 44% of Boomers in the US and Canada are supporting local businesses to make socially or ethically responsible food choices in the past year. In contrast, Generation Z is more enthusiastic about educating themselves on food origins and boycotting companies with poor labor standards.
One-quarter of sustainable consumers believe locally produced products are the worthiest features that they are willing to pay more for, after fresh ingredients. Generational preferences vary, with Boomers favoring these top features more. Emphasizing these values can help brands cater to diverse generational preferences while promoting sustainable and socially conscious choices.
Sustainable Consumer Diet Trends
One-quarter of 18- to 34-year-olds have changed their diets to support sustainability. Consumer trends show that younger consumers and principled eaters lead the way in making conscious dietary choices. Consuming plant-based alternatives is a primary way of being sustainable for principled eaters. Younger consumers in the US and Canada are more likely than Boomers to consider going plant-based as more sustainable than older consumers.
Major barriers for sustainable consumers in choosing sustainable food and beverages are price, availability, health benefits, and taste and texture. Premium quality and healthy choices, or health benefits, are considered good value for money, so adding health benefits is a great way to break the barriers of choosing sustainable foods.
Consumers Expectations from Brands
66% of consumers in the US and Canada expect companies to invest in nature protection. Meanwhile, 1 in 3 relate reducing waste to nature protection.
Water and the ocean are the center of attention. Water usage and ocean protection are key nature-related claims consumers are looking for. These can be easily associated with cutting down the plastic or chemicals that could pollute the water system. Industries should be mindful of water protection and usage.
What’s Next for Sustainable Consumers in the US & Canada?
More than 2 in 3 of consumers expect companies to invest in nature protection. Consumer trends mainly associate reducing waste with nature protection. In the US and Canada, consumers prioritize water usage and ocean protection as key nature-related claims in food and beverage. Brands can lead efforts by addressing pollution, such as microplastics and chemicals, and reducing waste in water and ocean systems, showcasing their commitment to protecting nature.
Despite financial reasons being the main drivers, more than 1 in 4 consumers say they minimize food waste for the environment. Household food waste management is mainly about being smart about culinary surpluses, while the last resort of food waste is buying misshaped products or upcycled products. Brands can elevate interest by creating premium upcycled products that offer sustainability without compromising quality.
Health, availability, and sustainability drive preferences for local produce. Many consumers support local as the most socially responsible choice and are willing to pay more for such products. Brands can strengthen their appeal by integrating local elements into new product development, developing connections between ethical practices and consumer values.
This article is based on Innova’s Now & Next for Sustainable Consumers in the US & Canada report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
