A study by GlobalData has found that brands that are committed to increasing their environmentally-friendly and anti-pollution credentials are likely to resonate strongest with shoppers in the Asia-Pacific region.
According to GlobalData's Q4 consumer survey, environmental concerns are 'at the forefront' of consumers minds in the region, with 32% of Asian consumers saying that their buying decisions are often based on how the world around them is changing.
Ethical Lifestyle
In addition, a third (33%) of Indian and 38% of Chinese consumers believe that ‘living an ethical and sustainable lifestyle’ is important or very important to their wellbeing, according to the report.
Overall, a fifth (20%) of consumers in the Asia-Pacific region say that ethical, environmental or socially-responsible credentials 'always influence' their product choice, while just under a third (32%) say that it 'often influences' produce selection.
Some 32% of respondents said that ethical credentials 'somewhat influences' product choice, while 11% state that it 'rarely influences' and 5% state that it 'never influences' product choice.
“In a scenario driven by alarming air pollution levels, heightened consumer awareness and advances in nutritional science, there is an opportunity for food and drinks manufacturers to target the effects of poor air quality," commented Shagun Sachdeva, consumer insights analyst for GlobalData. "Food and drinks currently occupy the initial stage of anti-pollution claims, which focus primarily on emphasising ‘clean’ formulations and implying purity.”
Added Benefits
According to GlobalData, firms are seeking to address this head-on by promoting the inclusion of antioxidants that defend against free radicals generated by pollution.
For example, New Zealand-based supplier Anagenix introduced a health drink, BerriQi, which contained a lung-boosting ingredient aimed at appealing to consumers concerned about the effects of pollution.
“Food and drinks are expected to transition to the next stage of claim specificity, which is currently occupied by the personal care sector," commented Sachdeva. "This imminent shift will signify a new phase in pollution- fighting functional foods and further reinforces that manufacturers need to be prepared to be more explicit in tackling these concerns by specifying how their products can mitigate the negative health impacts of air pollution.”
Sachdeva added that the challenge for brands seeking to adopt anti-pollution credentials rests with their ability to promote science-backed claims.
“Anti-pollution food and drinks undoubtedly represent an emerging but lucrative segment. However, credibility will depend on the ability of the brands to build trust with science-backed evidence to support claims," she said.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.
