To provide new insight on the Free From sector, Teads worked with some major food manufacturers and retailers and employed Kantar to survey UK consumers (16+) in January 2022. The survey examines aspects such as the factors driving food choice and how important sustainability is vs. other factors
Our study looks to understand specifics such as the impact of COP26, the outlook on Veganuary and the role of social media in influencing consumer change. The research highlights the importance of sustainability as a mainstream consumer trend but also conveys how brands must tread carefully when conveying sustainability messaging. Some key insights include:
- 49% of UK consumers are looking to reduce their carbon footprint through the food choices they make in 2022
- COP26 has made almost one third of the population more aware of the food choices they make
- 57% of consumers don't trust sustainability messages communicated through social media
- In 2021, 40% of the population made more sustainable choices when shopping for Christmas food
Posted on: Wednesday 23 February 2022
