Menu for me: Consumers want customised products to help deal with their specific health goals

The earth is clear: Consumers in South America want brands to demonstrate their ethical and environmental credentials

Concern over the state of the environment is high in South America, with levels of worry tending to be higher than in regions such as Europe. This is because consumers have had first-hand exposure to the consequences of globalisation on the planet – such as deforestation and pollution. As a result, many consumers are pessimistic over the environment believing that levels of damage done are irreversible, which will impact the quality of life for current and future generations. This is especially true, as many feel that the topics of health and sustainability are interlinked and impact on each other. Consumers have also re-evaluated their attitudes to the environment in the wake of COVID-19, questioning whether the state of the environment has contributed to the spread of the disease.

As consumers become more concerned about the environment, they are adopting a collective approach to the issue and making changes to their diets and lifestyles in order to behave in a more sustainable manner. Consumers will want brands that they feel match their attitudes and outlook on life, especially as many associate big businesses and corporate greed as a main reason for damage done to the planet. Consumers are adapting their dietary habits in many ways to lead a more sustinable lifestyle. Whilst much attention has been given to the growth in popularity of plant-based food and drink in recent years, greater attempts are also being made to reduce food waste and seek out more local produce. Such behavioural traits are also motivated by the link with additional benefits, for instance, that these dietary choices are healthier and more cost-effective.

This means that brands will need to demonstrate a cradle-to-grave approach to sustainability along the whole of the supply chain. It also means that they need to be more proactive than ever in terms of addressing sustainability issues and communicating pledges and commitments in a transparent manner.

Whilst consumers say that they are becoming more sustainably minded, it is important not to overestimate how altruistic they are. Many consumers will not purchase a product just because it is environmentallyfriendly, especially if associated with a premium price or inferior taste. Instead, products need to be positioned as being win-win for the environment and the individual, such as sustainable products being healthier, better quality, or tastier.

Proportion of consumers who say they are concerned about the state of the environment (2019/2020)

54% 73% Proportion of consumers who say that damage done to the environment is irreversible (2019/2020)

42% 65%

Argentina Brazil

Source: Sustainability survey, Q3 2019/Q3 2020 (3,000 respondents)

Argentina Brazil

Source: Sustainability survey, Q3 2019/Q3 2020 (3,000 respondents)

Proportion of consumers in Brazil who say that they have been more attentive to sustainability claims as a result of COVID-19

42% 50% 61% 64%

April 2020 May 2020 July 2020 February 2021

Source: COVID-19 survey series, 2020-2021 (2,000 respondents)