How to break the barriers to purchase of healthy and sustainable foods

The drive to get the UK eating more healthy, sustainable foods is in danger of stalling where it matters most – at the point of purchase. Consumers are both confused by and sceptical of on-pack claims, research commissioned by Hanover Communications and conducted by SMS Research Advisors has revealed.

Only one-third of UK consumers say they currently trust the environmental claims made on food packaging, our survey found. And 34% of shoppers say that they find the topic of healthy, sustainable foods “confusing”.

The finding comes as the government prepares to publish its National Food Strategy white paper in May, which is expected to kick off consultations on eco-labelling for food and drink products.

The confusion around on-pack claims indicates a massive missed opportunity, given that almost half (47%) of consumers say they look for seals, symbols or labelling on packaging to indicate health and environmental credentials, while 38% use store signage as their main indicator. And 40% agree that eating more healthily and sustainably is important.

Grocers – and leading brands – will point proudly to their on-pack and in-store messaging and the creation of aisles and displays dedicated to healthy, sustainable foods. But it’s clear that despite these efforts, UK shoppers are cynical about what those displays are telling them. With 85% of shoppers waiting until the point of purchase to be educated about what is healthy and sustainable, there’s a real opportunity for forward-thinking suppliers and retailers to step up in this space and create trust with shoppers about labelling.

There are still other factors at play, of course. Price remains the biggest barrier to purchasing these foods (62% of UK consumers strongly agree that “healthy, sustainable foods are too expensive”). Over a quarter (26%) say they do not live near stores that sell these foods. This appears to be a particular problem in rural areas, with 32% of rural consumers reporting they live too far from stockists.

So it’s clear the hurdles to eating a healthier, more sustainable diet are many and varied. But we can start by making sure labelling is clear, uniform and trustworthy. Overcoming the gap in cynicism might not be easy, but a uniformity of messaging that hooks on to what shoppers want to hear would be a step in the right direction.

Consumers most associate healthy, sustainable foods with environmentally-friendly production, locally grown foods and minimal chemicals. Proving those messages in a shopper-friendly manner will come top of any list of ways to build trust with shoppers who recognise the importance of eating better, but who are tired of being confused at the very point at which they want clarity.