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60% of Consumers Believe We’re on an Environmental Tipping Point

Tetra Pak Index Reveals Latest Consumer Trends

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Consumers point of view


Health and Environment concerns are increasingly converging to create significant opportunities for food and beverage brands and how they market their products, according to Tetra Pak’s latest industry report Tetra Pak Index.

Conducted in in collaboration with Ipsos, a global market research and consulting firm, here are some key findings of the report:

  • 60% of consumers believe that we are reaching an environmental tipping point individual responsibility towards the environment and health is rising among end users.
  • The most compelling F&B categories are 100% fruit juice, white milk, packaged water, coconut water and plant-based drinks.
  • Three out of five consumers think their health and wellbeing are strongly affected by environmental problems.
  • Consumers see themselves as being the most responsible for both the environment and their own health, followed by government and politicians, and finally brands and retailers.
  • Consumers are looking to make more informed choices over packaging, even if this means buying more expensive products.
  • Packaging and recyclability are critical with consumers seeking environmental information via labelling.

Commenting on the report’s findings, the convergence of health and environment as top consumer concerns presents a new opportunity for brands to build a genuine and personal relationship with their customers through addressing both simultaneously.


The more concerned about the environment consumers become, the more health-conscious they become too. Mental health is now considered equal to physical health: 67% of consumers agree that it is a major concern for society, with stress considered the most concerning from a personal perspective.

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To support brands with navigating this journey, the Tetra Pak Index 2019 reveals six new segments of consumers, each with their own attitudes around both health and the environment. Each group presents clear opportunities for targeted products and messaging for F&B brands, in embracing the convergence of these topics:

Active ambassadors: high engagement in all aspects of health and environment, willing to take action, challenge boundaries and influence others.

  • Look to fact-based sources such as scientists and academics, as well as NGOs for advice on the environment.

Planet friends: willing to take action about the environment with  high engagement on most aspects of health, but less inclined to challenge boundaries.

  • Engaged and willing to take action about the environment. High engagement also on most aspects of health, especially for peace of mind.

Health conscious: aware and engaged about the environment, but prioritise health over the planet. Prepared to pay more and sacrifice convenience for healthy products.

  • Depend heavily on social media and other online sources.

Followers: engaged enough with health and environmental issues to feel guilty about both, but not inclined to change behaviour or try new things.

  • Sizeable mainstream cohort with interesting potential, want to know more and be persuaded and energised to act. Look to TV/radio more than the average.

Laggards: lack of knowledge and interest in all aspects of health and the environment. Sceptical about technology and change.

  • Look to their own personal, real world networks, particularly towards friends and family.

Sceptics: Aware of environmental issues, but inclined to decline them as “fake news”; “traditional” views on food and health.

  • One in five Sceptics say they don’t take advice on the environment from any media channel.
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