New research provides insight on consumers’ view of sustainable products
CHICAGO, and COLLINGSWOOD, N.J. — A universal product sustainability score would influence the brand purchase decisions of health and eco-conscious consumers, according to new research from Ryan Partnership Chicago and Mambo Sprouts Marketing.
In their One Green Score for One Earth sustainability research white paper — the first in a series on sustainability that reveals the results of a quantitative consumer survey and qualitative point of view interviews among retailers and manufacturers — the companies found that shoppers may increase their sustainable product spending only if they could determine which products were "truly green." What’s more, customers also are perceptive of what makes a product sustainable.
Additional highlights of the survey include:
Among shoppers, the vast majority (8-in-10 or more) want a product sustainability score. Even the majority (55%) of those who are not committed to buying sustainably would welcome such a score;
Three-in-4 consumers said a numerical score would be most useful in communicating sustainability. Symbols and text were less popular, favored by just more than 25%;
While a single score would seem simple and clear, shoppers understand that sustainability is complex and are open to the idea of multiple scores to improve the quality of communication;
At least 3-in-4 consumers looked for an independent organization or group of experts across different areas of sustainability (without a profit motive) to create the score; and
More than half of shoppers prefer that sustainability information be displayed within the store: packaging, labels and signage.
"We know that consumer commitment to earth-friendly products is increasing," Ryan Partnership Chicago president Christine Nardi Diette said. "But all of the green messaging is creating more confusion than confidence. Consumers are challenging manufacturers and retailers to be clear about their commitment to sustainability."
Mambo Sprouts Marketing CEO Matthew Saline said, "While consumers remain focused on a product’s environmental impact (e.g., energy conservation and carbon footprint), increasingly social, eco-economy and other facets of corporate responsibility are being considered including Fair Trade, cruelty-free and locally sourced."
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Birds Eye emphasizes vegetables with new campaign, partnership
MOUNTAIN LAKES, N.J. — Birds Eye is encouraging consumers to eat more vegetables with several initiatives.
The brand on Thursday launched its "Discover the Wonder of Vegetables" campaign in New York’s Union Square. The campaign, which featured the Birds Eye vegetable snow farm to emphasize that "it’s always vegetable season," showed off live cooking demonstrations by chef Marcus Samuelsson, giveaways and new insights on inspiring vegetable wonder among children. Also on hand at the event: Cornell researcher Brian Wansink and representatives from Share Our Strength, a national nonprofit that seeks to end childhood hunger in America.
As part of its partnership with Share Our Strength, Birds Eye also has launched the "My Perfect Veggie-Powered Plate" Facebook application, which allows people to create and share their perfect meal — starting with vegetables. For every veggie-powered plate created on Facebook, Birds Eye will donate vegetables for 10 meals as a part of its Feed Kids Better initiative with Share Our Strength.
Additionally, in line with its campaign, Birds Eye also announced its strategic partnership with the U.S. Department of Agriculture and its MyPlate dietary guidelines, helping to support the USDA’s September kick-off of the "Make Half Your Plate Fruits and Vegetables" consumer education initiative.
"Birds Eye is a great partner of the MyPlate program and we appreciate both the research and consumer education they are dedicating to help Americans add vegetables to build a healthy plate," USDA Center for Nutrition Policy and Promotion deputy director Robert Post said.
Hain Celestial to develop almond milk-based yogurt
MELVILLE, N.Y. — It seems that Hain Celestial is stepping up its product development by adding an almond milk-based yogurt to its portfolio.
Participating in last week’s Barclays Capital Back-To-School Consumer Conference in Boston, Hain Celestial president and CEO Irwin Simon said that more consumers are eating yogurt for breakfast. Although Irwin discussed the recently-acquired Greek Gods yogurt brand, he also noted that the company is preparing to launch a nondairy-based yogurt under its Almond Dream brand for the consumer that is looking for less dairy or is lactose intolerant.
Irwin said the product launch will be in the near future.