The ‘Impact Eating: The Rise of Carbon Labelling’ report found that 73% of UK consumers felt it was important for their food and drink to have a low carbon footprint, while nearly half (49%) said they wanted to see carbon footprint labelling on products.
It also found that just 25% said they fully the fully understood what ‘carbon neutral’ meant, while only 20% said they understood the term ‘net zero’.
Unclear messaging
Yvonne Adam, chief marketing officer at The Compleat Food Group, said: “It’s clear that UK consumers want to make better choices for their own wellbeing and for the health of the planet, but they are struggling to make informed decisions through a lack of understanding and unclear messaging. Clear carbon labelling could be a big step in the right direction.”
The White Paper also highlighted the potential opportunity that improving consumer choice and access to low impact products offers the UK grocery sector.
Currently, sustainably-minded shoppers represent 29% of the population worth £37bn, with 18-34 year olds more likely to buy products with a lower carbon footprint over other products.
Want to shop sustainably
However, research from Kantar identified a further 34% of the UK population who would like to shop more sustainably, but can’t, as products are harder to find or too expensive, potentially worth a further £44bn.
Chief executive Nick Field added: “We can no longer focus on just minimising environmental impacts, we have to go much, much further. What we do next as a sector will have a major bearing on the health and welfare of future generations at a time when we are navigating some of the strongest headwinds ever faced.
“With the war in Ukraine, the climate crisis, the rising cost of living and an increase in dissenting voices in the media, the sustainability agenda has never been more important, but never under such threat.”
