sustainable foods summit - green brands survey 2011

ImagePower® Green Brands Survey 2011

Sustainable Foods SummitAmsterdam, June 24 2011

Erik Graadt van Roggen - Cohn & Wolfe Beneluxerik@cohnwolfe.nl

ImagePower Green Brands Survey

• Since 2006• Cohn & Wolfe• Landor Associates• Penn Shoen Berland• Esty Environmental• 2011: largest ever• 9000 people• 8 countries

Focus on US & European countries (France, Germany, UK)

Top 10 Green Brands in the U.S.?

Top 10 Green Brands in Europe?

Part I

Global Results & Consumer

Insights

Consumers are increasingly concerned about environmental issues

Consumers want to buy from green companies

… but intent to spend more on green products is starting to plateau

The number of consumers citing challenges to buying green

fell in all countries

Consumers are looking for green innovation

Consumers buy more green products in the FMCG category

compared to any other

In U.S. & Europe, most green products are purchased in the grocery industry

Part II

Recommendations for food brands

UK: grocery industry protects environment

best

But we can do even better if we focus on these elements:

- Perceived costs- Disclosure of product info- Create less packaging waste- Certification marks- Political lobby- Advertising

Cost is the biggest challenge to buying green in U.S. & Europe

Disclosure of materials & ingredients in products is

wished for

Efficient & sustainable packaging!

Become politically active!

Get certified!

Focus on your Above The Line and Below The Line communication!

ImagePower® Green Brands Survey 2011

Sustainable Foods SummitAmsterdam, June 24 2011

Erik Graadt van Roggen - Cohn & Wolfe Beneluxerik@cohnwolfe.nl