Some 37% of Irish consumers would be willing to pay more for food that supports environmental causes, such as improving soil quality and enhancing biodiversity, a new study by PwC has found.
This compares to 44% globally, the PwC Voice of the Consumer study noted.
Purchase behaviours
According to the study, concerns about the environment don’t always translate into sustainable purchase behaviours for Irish consumers, with fewer than one in ten (9%) saying that they ‘always seek out information on food brands’ climate or sustainability efforts’, compared to 18% at a global level.
More than two thirds (68%) of Irish consumers said that they are committed to reducing their personal food waste to support climate change efforts, compared to 58% globally, while some 38% said that they buy locally-produced food, on a par with the global figure (39%).
Sustainable shopping practices that resonate strongest with Irish consumers include ensuring that the product is free of pesticides (Ireland: 40%; Global: 43%); the product is made locally (Ireland: 41%; Global: 40%) and that the product uses minimal packaging (Ireland: 32%; Global: 35%).
Other findings from the study include that 71% of Irish consumers are very concerned about food costs (compared to 60% globally), with two thirds (67%) citing price as their top purchase factor.
Some 57% of Irish consumers are highly concerned about ultra-processed foods and pesticide use, 42% expect producers to offer more products for specific health needs, and 67% are open to using weight-loss medication in the future.
‘Aligns with aspirations’
“In an era where AI, climate change and shifting geopolitics are redefining how we live and work, consumers are demanding food that aligns with their aspirations for health, convenience and sustainability,” commented John O’Loughlin, partner, PwC Ireland Retail and Consumer Practice.
“Our survey provides compelling evidence necessitating even more innovation from companies within the food sector so that consumers can satisfy their preferences. For suppliers and retailers, the questions is how to manage rising costs across the value chain without compromising on quality or product access.” Read more here.
