How Your Supermarket Can Cater to the Conscious Consumer

The world is changing, and with it, consumer behavior is evolving. More people are becoming emotionally invested in healing the planet, leading to a heightened awareness of sustainability and environmental protection. How is your supermarket or food goods outlet adapting to meet the growing demands of the conscious consumer?

What Consumers Are Saying

• 70% of consumers are willing to pay 5% more for alternative “green” products and services of the same quality.
• 70% want brands to address environmental needs.
• 48% are willing to change their consumption habits to lower their carbon footprint.
• 50% of companies are implementing and capitalizing on sustainability programs in their outlets.

So, what can your grocery store do to drive sales, cut down on consumption, and attract sustainably-minded customers?

1. Get Rid of Plastic
   In the U.S., 10% of all food waste comes from grocery stores, and the retail market is responsible for a significant amount of packaging waste. Consumers are increasingly frustrated by excessive plastic packaging. Major retailers, like Woolworths, have announced plans to eliminate plastic bags at checkout, and many others are following suit with reusable or recyclable alternatives.
2. Sell Discounted Produce
   Consider setting up a dedicated counter for selling imperfect or close-to-expiration products. This not only provides an additional revenue stream but also helps reduce overall waste, creating a win-win situation.
3. Label to Enable
   Many potential recyclers find the process intimidating and may not recycle their products. Simplify the process by providing easy recycling instructions and clear labeling. The easier it is for consumers, the more likely they are to recycle.
4. Shop Local
   Reduce emissions by sourcing from local suppliers. This supports local communities and minimizes transportation, genuinely benefiting the environment. You can also leverage this in your marketing materials to highlight your brand's commitment to sustainability.
5. Donations
   Partner with local charities, like FoodForward SA, to donate food or products that would otherwise go to waste. This organization feeds over 30,000 South African children daily by recovering surplus food from various chains and redistributing it to those in need.
6. Compost at Shop Level
   For grocery or food outlets, fresh goods waste is inevitable. Many stores have begun composting at the shop level, which, while dependent on location and logistics, is a commendable step if feasible.

The Bottom Line
With all the changes happening at the retail level and shifts in consumer mentality, it’s clear that the tides are changing. Once you commit to this movement, proudly advertise your “green” efforts as a brand. Not only will this enhance your brand equity, but it will also promote this important message and position your business as a part of the global change toward sustainability.