sustainable foods summit - green brands survey 2011
DESCRIPTION
Presentation during the Sustainable Foods Summit (Amsterdam, June 24, 2011) about the Green Brands Survey by Erik Graadt van Roggen (Cohn & Wolfe)For the entire report see http://slidesha.re/greenbrandssurveyTRANSCRIPT
ImagePower® Green Brands Survey 2011
Sustainable Foods SummitAmsterdam, June 24 2011
Erik Graadt van Roggen - Cohn & Wolfe [email protected]
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 [email protected]