Tetra Pak Index Reports Personal, Planetary Health Now Increasingly Linked

Consumers are now actively considering the environment alongside their individual health when buying food, according to Tetra Pak’s Index 2023.  These environmentally conscious consumers labelled ‘Climatarians’ are willing to alter their eating habits to protect the planet.

The market for healthy foods is already well established, as consumers actively seek products that will have a positive impact on their physical wellbeing. But a significant majority now take a more holistic view: 70% say that healthy products should not harm the environment, while another 54% are willing to take responsibility for the planet and change their diet to contribute to a better world.

This dual focus is reflected in the rising number of consumers consciously reducing the amount of meat they eat, known as ‘flexitarians’, with nearly half of all consumers saying they are reducing meat intake or excluding meat altogether. The Tetra Pak Index, based on a survey conducted in ten countries around the world by global market research firm IPSOS, found that this trend towards meat reduction is a global phenomenon. For example, 56% of respondents cite health reasons for adopting a flexitarian, pescatarian, vegetarian or vegan diet, but more than a third (36%) specifically cite the environment as their primary motivator.

The research also reveals that convenience is no longer king. In a marked shift in long-prevailing attitudes, 70% would sacrifice convenience for healthier products. The drive for health is also unaffected by the cost-of-living crisis, with only 17% willing to sacrifice food and drinks with health benefits in the current economic climate.

The climatarian trend is expected to grow, as the effects of climate change are felt more widely; with consumers expecting food manufacturers to deliver products that are both healthy and sustainable.

“The findings of this year’s Index are reflective of the direction we have taken in the last few years, to decarbonize the food industry and make food systems more resilient and sustainable,” said Adolfo Orive, president and CEO at Tetra Pak. “In many parts of the world, people rely on products such as milk and juices for their daily nutrition, so it is critical to optimize their value chain with innovations in sourcing, packaging, processing and distribution, which is where we have been playing an active role together with our customers and suppliers.

“In addition, considering that the world will need 60% more food by 2050, we are complementing these efforts through technologies that can help explore new sources of nutrition – ranging from new plant-based sources to alternative proteins produced with biomass and precision fermentation. Both these areas are critical to contribute towards food system sustainability.”