Key Findings:
Food systems contribute heavily to climate change: More than a third of global greenhouse gas emissions come from food production, packaging, and distribution.
Shift to plant-based and local foods: The UN suggests that consumers focus on plant-origin foods, which are less resource-intensive, and buy locally produced goods to reduce transportation emissions.
Regional purchasing preferences: A Statista Consumer Insights survey (July 2023–June 2024) across 21 countries revealed that regionality of food products is an important purchasing criterion for around one in four consumers.
European consumers lead: Swiss (45%), Austrians (45%), Germans (38%), French (34%), and Italians (32%) are more inclined to value regional products.
Lower importance in the U.S. and China: Only 10% of American and Chinese consumers prioritize regionality in their food purchases.
Barriers to purchasing local products: Despite growing awareness, factors like price and availability continue to affect the actual purchasing decisions regarding local foods.
Implications:
For Brands: Companies should recognize the growing trend toward local food sourcing in Europe and market products that emphasize regionality, sustainability, and lower environmental impact.
Brands in countries like the U.S. and China, where regionality is less important, may need to work on consumer education and awareness campaigns to shift focus toward more sustainable local options.
For Society: Consumers are becoming more conscious of the environmental impacts of their food choices, particularly in Europe. By focusing on regional and plant-based diets, society can reduce its carbon footprint and promote more sustainable consumption habits.
For Consumers: A growing number of people, especially in European countries, are actively looking for locally produced foods as a way to limit environmental damage. However, there are still challenges regarding affordability and access to these products, which may hinder more widespread adoption.
For the Future: As the climate crisis intensifies, the demand for sustainable food practices is expected to grow. Governments, brands, and consumers will need to work together to support local food production, increase the availability of sustainable products, and shift diets away from resource-intensive animal products.
Name of the Big Trend:
"Localism and Sustainable Consumption" – This trend focuses on the growing preference for regional, locally produced foods, and the shift toward plant-based diets to reduce environmental impacts.
Name of the Big Social Trend:
"Eco-conscious Eating" – Consumers are increasingly aware of how their food choices affect the planet, leading to a focus on sustainability, reduced emissions, and eco-friendly diets.
Social Drive:
The drive behind this trend is the growing global concern for environmental sustainability and the need to combat climate change, with food systems being a significant contributor to greenhouse gas emissions.
Strategy Recommendations for Companies in 2025:
Promote Local Sourcing: Highlight regional products in your marketing and supply chains, especially in regions where consumers prioritize local foods, like Europe.
Expand Plant-Based Options: Offer more plant-based food options to meet both environmental goals and consumer demand for sustainable products.
Educate Consumers: In markets like the U.S. and China, invest in education campaigns to raise awareness about the environmental benefits of local and plant-based foods.
Make Sustainability Affordable: Work to reduce the price and increase the availability of sustainable food options to overcome barriers to adoption.
Collaborate with Local Producers: Partner with local farmers and suppliers to ensure a reliable, high-quality supply of regional products, and strengthen ties with the community.
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