{"id":660782,"date":"2024-06-14T06:17:53","date_gmt":"2024-06-14T06:17:53","guid":{"rendered":"https:\/\/www.capgemini.com\/gb-en\/?p=660782&#038;preview=true&#038;preview_id=660782"},"modified":"2026-01-22T07:52:20","modified_gmt":"2026-01-22T07:52:20","slug":"how-growing-consumer-consciousness-is-impacting-the-food-industry","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/gb-en\/insights\/expert-perspectives\/how-growing-consumer-consciousness-is-impacting-the-food-industry\/","title":{"rendered":"How growing consumer consciousness is impacting the food industry"},"content":{"rendered":"\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>How growing consumer consciousness is impacting the food industry<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/gb-en\/wp-content\/uploads\/sites\/5\/2022\/05\/kees_jacobs_thumb-1.jpg?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Kees Jacobs<\/h5><h5 class=\"blog-date\">Jun 14, 2024<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/insights\/expert-perspectives\/how-growing-consumer-consciousness-is-impacting-the-food-industry\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/shareArticle?url=https:\/\/www.capgemini.com\/insights\/expert-perspectives\/how-growing-consumer-consciousness-is-impacting-the-food-industry\/\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"opens in a new window\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<h3 class=\"wp-block-heading\" id=\"h-in-the-first-installment-of-our-food-ecosystem-insights-we-explore-how-evolving-consumer-expectations-around-sustainability-place-new-demands-on-food-players-and-present-new-opportunities\">In the first installment of our food ecosystem insights, we explore how evolving consumer expectations around sustainability place new demands on food players \u2013 and present new opportunities.<\/h3>\n\n\n\n<p>Across industry sectors, sustainability is no longer a \u2018nice-to-have.\u2019 It&#8217;s a core value shaping consumer behavior, as we explore in our ReThink whitepaper, <em><a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2022\/12\/Food-For-Thought-Whitepaper.pdf\">Food for thought: How can collaboration and technology drive a more sustainable food ecosystem?<\/a><\/em><\/p>\n\n\n\n<p>This shift is especially evident in the food industry, where a growing consciousness about food waste and environmental impact is reshaping the entire value chain. In 2023, 69% of consumers surveyed said they were conscious of the issue of food waste, with the clear majority acknowledging both its environmental impact and the role <a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/01\/CRI_TODAYS-CONSUMER_WEB.pdf\">individual choices<\/a> can play in solving it.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-consumer-expectations-are-evolving-how-can-the-food-industry-adapt\"><strong>Consumer expectations are evolving: how can the food industry adapt?<\/strong><\/h4>\n\n\n\n<p>Today&#8217;s consumers are demanding ever-greater transparency. They want to know where their food comes from, what sustainability efforts retailers and farmers are making, and the environmental impact of their choices. However, as 52% of consumers also report, there&#8217;s often insufficient detail available to verify producers\u2019 <a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/01\/CRI_TODAYS-CONSUMER_WEB.pdf\">sustainability claims<\/a>. This lack of information impedes informed decision-making and undermines trust.<\/p>\n\n\n\n<p>Food players can bridge this gap by leveraging data to provide more comprehensive product insights. With visibility of products at every stage, suppliers, distributors, and retailers can be more transparent with consumers. Providing product information in a clear and easily accessible fashion can go a long way towards establishing credibility in consumers\u2019 eyes. Yet, the industry needs to address a paradox: everybody wants transparency, but nobody wants to be transparent. The good news is that there are new technologies that enable data collaboration without confidential data sharing.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-balancing-sustainability-with-affordability\"><strong>Balancing sustainability with affordability<\/strong><\/h4>\n\n\n\n<p>While consumers are increasingly prioritising sustainability, price remains a major consideration. In 2023, only 40% of consumers reported paying 5-10% more for <a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/01\/CRI_TODAYS-CONSUMER_WEB.pdf\">sustainable products<\/a>. The challenge for retailers is to make sustainable products accessible and affordable for everyone. This involves collaborating with suppliers, optimising supply chains, an investing in innovative solutions to reduce costs without compromising quality or sustainability.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-shaping-consumption-habits-for-a-sustainable-future\"><strong>Shaping consumption habits for a sustainable future<\/strong><\/h4>\n\n\n\n<p>The good news is that consumers are open to guidance. In fact, <a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/01\/CRI_TODAYS-CONSUMER_WEB.pdf\">63% want brands to play an active role in educating them about sustainable products<\/a>. This presents a golden opportunity for food players to drive change in consumption habits and foster brand loyalty.<\/p>\n\n\n\n<p>Retailers can incentivise sustainable choices by offering rewards for trying alternative products or focusing promotional offers on options with a lower carbon footprint. Gamifying the process by setting challenges, such as reducing food waste or choosing local produce, can also be an effective method of raising awareness and encouraging behavior change.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-reducing-food-waste-a-two-way-street\"><strong>Reducing food waste: a two-way street<\/strong><\/h4>\n\n\n\n<p>Increasing consumer consciousness about waste and sustainability issues presents both a challenge and an opportunity for the food industry. Consumers want to make more informed, more sustainable food choices \u2013&nbsp;and they expect retailers to help them. By proactively stepping up to meet these evolving expectations, food industry players can build consumer trust and loyalty by making sustainable products and business practices a key pillar of their strategy.<\/p>\n\n\n\n<p>Capgemini delves further into the challenges and opportunities for the food industry in our latest ReThink whitepaper, <em>Food for Thought: How can collaboration and technology drive a more sustainable food ecosystem?<\/em> We would like to thank all contributors &amp; our partner, Microsoft, for facilitating and jointly developing this whitepaper.<\/p>\n\n\n\n<div class=\"wp-block-media-text is-stacked-on-mobile is-vertically-aligned-center is-image-fill-element\"><figure class=\"wp-block-media-text__media\"><img decoding=\"async\" src=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/06\/Capgemini-Food-Whitepaper-Webpage-Banner_2880x1800-2.png?w=960\" alt=\"\" class=\"wp-image-1031233 size-full\" style=\"object-position:50% 50%\"\/><\/figure><div class=\"wp-block-media-text__content\">\n<h3 class=\"wp-block-heading\" id=\"h-food-for-thought\"><br>Food for thought<br><\/h3>\n\n\n\n<p class=\"has-medium-font-size\"><em>How can collaboration and technology drive more sustainable food ecosystem<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-buttons is-horizontal is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-c4719c80 wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.capgemini.com\/insights\/research-library\/rethink-series\/\">Download Whitepaper<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p>Find out more about Capgemini\u2019s food waste offer for retailers and contact us to get started.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n\n\n\n\t\t<section\n\t\t\tclass=\"section section--lifeatcap-learning section--event-slider-careerInvent \">\n\n\t\t\t<div class=\"container\">\n\t\t\t\t<div class='career-invent-header'>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\t\t<div class=\"slider slider-fader a830c60b-4276-4957-b019-7e94e81fc98a\">\n\t\t\t\t\t\t\t\t<div\n\t\t\t\t\tclass=\"slider-list \">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"slide active \">\n\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\tclass=\"slide-bg-wrapper wp-block-cg-blocks-career-invent \">\n\t\t\t\t\t\t\t\t<div class=\"bgImagesection\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<div class=\"container slide-info-wrapper\">\n\t\t\t\t\t\t\t\t\t\t<div class=\"row\">\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\tclass=\"col-md-6 col-sm-12 box-inner \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"bgColor\"><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"content-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h3 class=\"explore-header\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tdata-maxlength=\"68\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"Food waste reduction solutions for retail\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tFood waste reduction solutions for retail\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"box-title \">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<h4 data-maxlength=\"144\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttitle=\"The benefits of reducing food waste are clearer by the day. Get the tools you need to see further, react faster, and collaborate on a new level.\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tstyle=\"white-space: pre-wrap;\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tThe benefits of reducing food waste are clearer by the day. Get the tools you need to see further, react faster, and collaborate on a new level.\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/h4>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div >\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"btnDiv\"> <a class=\"more2\" data-maxlength=\"24\" aria-label=\"Learn More about Food waste reduction solutions for retail\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t tabindex=\"0\" href=\"https:\/\/www.capgemini.com\/solutions\/food-waste-reduction-solutions-for-retail\/\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\ttarget=\"\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tLearn More\t\t\t\t\t\t\t\t\t\t\t\t\t<\/a> <\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\n\n\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"col-md-6 col-sm-12 text-right box-img-wrapper escaper escaper-right\">\n\t\t\t\t\t\t\t\t\t\t\t\t\n\n\t\t\t\t\t\t\t\t\t\t\t\t<picture>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Web-Banner-Foodwaste_offer.jpg?w=1200&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Web-Banner-Foodwaste_offer.jpg?w=1200&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 1500px)\" \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Web-Banner-Foodwaste_offer.jpg?w=600&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Web-Banner-Foodwaste_offer.jpg?w=1200&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 992px)\" \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Web-Banner-Foodwaste_offer.jpg?w=400&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Web-Banner-Foodwaste_offer.jpg?w=800&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 768px)\" \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<source\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrcset=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Web-Banner-Foodwaste_offer.jpg?w=400&amp;quality=90 1x, https:\/\/www.capgemini.com\/wp-content\/uploads\/2024\/04\/Web-Banner-Foodwaste_offer.jpg?w=800&amp;quality=90 2x\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\tmedia=\"(min-width: 0)\" \/>\n\n\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" 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This site is optimized with the Yoast SEO Premium plugin v22.8 (Yoast SEO v22.8) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How growing consumer consciousness is impacting the food industry - Capgemini UK<\/title>\n<meta name=\"description\" content=\"Will growing consumer consciousness is impacting the food industry? 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