Published 2 years ago.
About a 4 minute read.
Image: Everytable sells fresh, grab-and-go salads, wraps, hot plates and snacks in food deserts such as South LA at prices competitive with fast food; to help make delicious, nutritious food accessible to everyone. | Everytable/Facebook
With shifting food habits, supply chains and levels of access to new information, today’s consumers recognize the urgent need to change how they eat.
In order to meet the urgency of this moment, the new BBMG/GlobeScan report, “Radically Better Food,” outlines four imperatives for regenerative food brands.
This past year has been transformative for a thousand reasons. But one of the
ways that we've experienced the pandemic has been with an evolving relationship
with how we engage with food. It has us reflecting on what a radically better
future for food could look like, and how brands can help make it happen.
“The confluence of a health pandemic, a social and racial justice
the threats of climate change have us thinking about the role that food plays in
our lives and how we might design food economies, food systems, food cultures,
and ultimately food businesses to better serve humanity and nourish our planet,”
says Raphael Bemporad, founding partner of BBMG.
Together with GlobeScan, BBMG has released Radically
Better Food: 4 Imperatives For Regenerative
Brands, a national study of
1,000 US consumers — plus a focus group of 100 food-focused consumers and
in-depth interviews with brand leaders and industry experts — that shows how
sustainable food brands are more relevant than ever, especially with the next
generation. According to the report, 59 percent of people under age 30 often or always
consider how responsible a brand is when choosing food and drinks, compared to
only 41 percent of people over age 30.
However, despite a growing desire for sustainable, healthy food; accessing or
affording it isn’t always easy. And with topics such as regenerative
and circular design leading the conversations around sustainable food products,
73 percent of US consumers believe brands should provide clear information to
consumers about how a product was made, who made it, and what’s in it.
Unlock customer insights on sustainability & your brand’s unique performance! Submit your brand (or any brand) into the 2024 annual study and receive unparalleled insights on customer perception of that brand’s performance. Benchmark how your customers rate your brand on social and environmental sustainability and overall brand trust, while seeing how your brand compares to others in the study. Space is limited! The deadline to become part of the study is January 15, 2024.
With shifting food habits, supply chains and levels of access to new
information, today’s consumers recognize the urgent need to change how they eat.
In order to meet the urgency of this moment, Radically Better Food outlines
four imperatives for regenerative food brands — brands that are aware,
Make the source relevant: With buzz around food categories including
brands must be transparent on the origins of a product’s journey in order to
demystify new innovations and gain consumer trust. They have the opportunity
to craft stories that are rooted in human needs and priorities to engage
consumers in supporting better sourcing and production practices.
Make better food accessible: 78 percent of US consumers would like to
change their lifestyle to be more environmentally friendly by reducing their
impact on the environment and the climate. But even as consumer desire for a
more sustainable lifestyle grows, eating more sustainably remains out of
reach — especially for low-income populations and those in food
55 percent of consumers say the best way for companies to help them live
healthier and more
is to "make more affordable products and services that are better for people
and environment.” Brands must work tirelessly to remove price, variety, and
geographic barriers to ensure fresh, healthier food is accessible to
Make the experience empowering: New levels of access to information and
different cooking habits formed within the past year have transformed how
consumers make food choices. Now, they’re hungrier to know the
responsibility and environmental impact behind food products before
purchasing. Brands that deliver on consumers’ desire for flexibility and
agency will win their love and loyalty.
Make consumption circular: US consumers are ready for a less wasteful,
more circular food system. 84 percent see single-use plastic
in the environment as a serious problem, and 74 percent want to reduce
Consumers are also reconnecting with the source of their foods and
gravitating to brands that support healthy, equitable farming and production
ecosystems. Brands have an opportunity to create impact across the full food
journey, from distribution to consumption to waste and beyond.
“For a radical shift, brand leaders must unite new food systems and stories to
inspire new norms, new expectations and new possibilities together,” Bemporad
Download the report for additional
survey findings, US consumer quotes, and stories of companies that are leading
the way in building Regenerative Food Brands. Craving more? Listen to BBMG’s
companion podcast, The Future We Want: Ep.
interviews with Impossible Foods, Danone and Desert Bloom.
Published Jul 14, 2021 2pm EDT / 11am PDT / 7pm BST / 8pm CEST
Jaime Cao is an undergraduate student of media, culture and communications at NYU and marketing intern at BBMG.