Eco-lovers attracted by perceived superior quality

"Packaging claims such as 'recyclable' or 'eco- or environmentally friendly' are fairly well known to consumers, but sustainable product claims such as 'solar/wind energy usage' or 'Fair Trade' have yet to enter the mainstream consumer consciousness," David Browne, senior analyst at Mintel points out. "They may have heard of the terms, but they'd be hard-pressed to define them."

Of those surveyed, 40% have never heard of the solar/wind energy usage claim. The 37% that have say they've never purchased food or drink bearing the claim. Reduced carbon footprint/emissions is another lesser-known claim, as 32% have never heard of it. Thirty-four% say they've never heard of the Fair Trade claim.

So, why do they buy?

According to Mintel research, 45% of sustainable food and drink users cite a perceived belief in superior quality as the reason behind their purchases. Meanwhile, 43% say they buy sustainable food and drink because they're concerned about environmental/human welfare and 42% say they're concerned with food safety.

"These reasons vary in importance across different demographics. What's most important to young adults may not be the primary deciding factor for affluent consumers," notes Browne. "Marketers should consider this in their claims closely; noting that health, welfare, and safety are important for nearly all consumers."