In 2015, consumers in emerging markets are more obviously aware of and concerned about sustainability and ethical issues as greener lifestyle aspirations are starting to be expressed in daily life and not just surveys. This trend is fuelled by drivers ranging from food safety worries to the sharing economy to a greater appreciation that luxury can be enjoyed via the consumption of experiences. Other drivers are the popularity of pet ownership and the visible negative consequences of a disregard for the environment, apparent in pollution, for instance. The sense that it’s cool to care is one shared by more consumers globally too. Concerns about environmental safety and responses to emergencies like flooding are increasingly being expressed over social media.
Source: Euromonitor International from trade sources/national statistics
Note: Organic packaged food includes food that is certified organic by an approved certification body and based on a system of farming that maintains and replenishes soil fertility without the use of toxic and persistent pesticides and fertilisers. This is an aggregation of organic baby food, bakery, confectionery, dairy, ice cream, oils and fats, ready meals, rice, sauces, dressings and condiments, snack bars, soups, spreads, sweet and savoury snacks and other organic food.