Market opportunities for sustainable foods: an investigation of the different roles of consumers and retailers, catering companies and brand manufacturers

Abstract

Sustainability is becoming a permanent feature of our food system, and as such, has received increased attention from consumers, firms and governments. This current study, which is based on a large project funded by the Dutch government called ‘Food Balance’, shows how consumers, representing the demand side, and retailers, caterers and brand manufacturers, representing the supply side, think and act with regard to sustainability. More specifically, this paper focuses on both determinants of sustainable food purchasing behaviour and on the strategies and actions of retailers offering those sustainable products to the consumers. The consumer study shows that, although Dutch consumers find sustainability important, their current habits prevent them from choosing to buy more sustainable food products. More importantly, the current social and physical environments appear to be not stimulating enough to induce consumers to change these habits. The results of the study among suppliers showed that retailers, out-of-home food providers and food manufacturers acknowledge that they have an important role to play in supplying more sustainable food products. Although momentum seems to be growing toward sustainability in the food supply chain, this momentum is not translating into concrete activities. The actions of the companies do not fit consumer demand and are often focussed on internal sustainability programmes, such as energy saving, instead of sustainable procurement. Firms can do more to market sustainable products and to incorporate sustainability into new business models. These firms should play a much more pro-active role in making the social and physical environment more stimulating to make the purchase of sustainable goods easy and normal.