The number of research groups pointing to a major surge in consumer demand for ecofriendly and environmentally sound products and production practices makes it a sure bet that, as I have written about often over the years, “green” and “sustainable” are inescapable principles. The concentrated geological, social, and political upheavals of the past couple of years have cemented what had been a trend and an ideal goal into what is rapidly becoming a true barrier to business. And rightfully so.
Research published last month by Wageningen University & Research in its annual Sustainable Food Monitor revealed that the demand for and supply of sustainable food products rose last year even as total spending on food fell. Specialty shops for sustainable food showed increases in sales as well. Key aspects, according to the monitor, are foods and ingredients grown with a lower impact on the environment, animal welfare, and social impacts of production and processing.
The Wageningen report further showed that consumers recognize—and seek—these labeled products and put their money where their hearts are. The report referenced specifically labeled (e.g. “Rainforest Alliance”) product sales that grew at double-digit percentage rates in 2020. Moreover, consumers have now fully entwined ecology with health. Health Focus International put it succinctly in its “2021 Global Sustainability Report,” released the day after Wageningen University’s study.
Back to the Future
A different world demands different tactics
New mantra
The “plant-based” explosion is a linchpin of the “good for the planet, good for my health” dictum. And as cell-based animal products and analogs continue their exponential rate of development and production, an “old star” is burning brightly—plant-based milks. They’ve been around for decades, due to the large number of lactose intolerant/sensitive consumers and so were perfectly positioned to meet the sudden spike in demand. An illustration of just how big plant milks are is the surprising rise in sales of machines for “prep at home” plant-based milks, such as the ChefWave Milkmade.
Of the flood of plant milks, almond milk and oat milk are in the top sales spots. Yet the variety of milk analogs available on shelves continues to expand. Nearly every seed, nut, and grain has been turned into a dairy milk replacer. But technology has advanced to a point where last summer a Chilean company, NotCo, used AI and molecular science to bring to market its NotMilk brand of faux milk made of primarily of pineapple and cabbage. It’s not just the novelty of the product but the technology that could spell success, in that it is said to precisely mimic the flavor, texture and performance of dairy milk.
The HFI research, titled “Sustainability: The Shift from benefit to requirement,” identified a “paradigm shift toward a new holistic view on sustainability—with consumers truly understanding the connection between planet and personal health.” HFI researchers noted that, “Sustainability has morphed from a parallel of healthy nutrition to a fully integrated component of a product’s healthfulness—and is becoming a key consumer requirement.” Two statistics they cited are that nearly eight in 10 consumers believe “a healthy environment is important for overall health,” and almost two-thirds believe that “what is good for the planet is also good for me.”
Wrap it up
Processors should take note of another statistic in the HFI Sustainability report: More than three-quarters of consumers polled worldwide expressed concern about plastic waste. HFI concluded, “The war on plastics: concern is universal.”
Plateware and cutlery made from leaves and organic waste, edible films, and packaging from mushroom fibers are slowly gaining ground, but a fun approach comes from incrEDIBLE eats Inc.’s line of edible spoons. The hard cookie spoons hold up to real usage and are available in chocolate and vanilla flavors or, for your soups and stews, Oregano-Chili and Black Pepper.
While many CPG companies have taken steps to reduce plastic use, those efforts are not sufficient. We’re rapidly reaching a point where companies that do not dramatically cut petroleum-based plastic usage will be forced to do so. True, biodegradable and compostable plant-based plastic tech is still in its infancy, but a shift to mandatory measures could happen fast. PF
Editor's note: In the world of food writing, few stars shone as bright as my friend, mentor, and true Texan, Dotty Griffith, who left us last month and too soon. Look out, Heaven, here comes Dotty.
October 2021
