Fionnuala Fahy
International Insights Specialist, Bord Bia
Research shows that food waste is top of mind when it comes to food sustainability, but more transparency and clarity are needed.
The concept of adopting sustainable diets has been around for several years in response to the growing climate crisis. According to Bord Bia, sustainable nutrition encompasses resilient, restorative production, such as improving soil health, biodiversity and water practices, as well as supporting healthy diets. This is all underpinned by robust economic models that support farmers and the food industry, ensuring that food is accessible, safe and affordable for all.
Research reveals thoughts on sustainable food
This year, Bord Bia commissioned research to gauge consumers’ understanding and adherence to sustainable and healthy food choices. The ‘Sustainable Nutrition’ research featured 9,000 consumer interviews across six countries (Ireland, UK, Germany, France, The Netherlands, USA) and was part of a wider project examining policy and industry opinions.
Irish consumers are increasingly prioritising health and sustainability in their food choices. According to the research, 36% of Irish respondents actively make food choices with sustainability in mind while 58% do so with health in mind. Protecting the environment (62%) and protecting the planet for future generations (49%) are key motivators in making sustainably focused food choices. Moreover, a significant number of Irish respondents aim to choose Irish produce, with 43% actively trying to support domestic food producers and farmers.
36% of Irish respondents actively make
food choices with sustainability in mind.
Understanding food sustainability
Nearly 4 in 10 Irish consumers (39%) claim to be knowledgeable when it comes to making food sustainable choices. Those who claim to have higher knowledge are also more likely to pay attention to their food choices to ensure they are healthy or sustainable. Regarding purchase impact and importance, the top three influences are tangible sustainability actions, such as reducing food waste, protecting nature (eg. regenerative practices) and better nutrition (eg. clear nutritional benefits).
Transparency and clarity needed
However, there are challenges to this, as over 70% of Irish consumers would like greater transparency from food companies in relation to both the company’s carbon footprint and the nutrition of their food. Meanwhile, around 6 in 10 Irish consumers believe that they are subjected to too many different messages about food sustainability (61%) and nutrition (66%), reflecting a need for clarity and transparency. Key factors in helping Irish consumers make healthier and more sustainable food choices include increased availability (41%) and clear demonstrations of their superior benefits (43%). Food and drink companies need to simplify choices for consumers and communicate their impact in a straightforward yet comprehensive manner to empower consumers to change for the better.
