Recent market data reveals key emerging trends in consumer behavior and preferences, including a growing focus on transparent labeling and sustainable packaging, the rise of plant-based, cruelty-free, and fair-trade products, and the spread of circular and regenerative practices. These shifts open up strategic opportunities for producers, distributors, and retailers, such as improving product sustainability and highlighting eco-friendly features through effective communication. Moreover, an analysis of consumer segmentation based on engagement in eco-friendly practices shows the increasing influence of sustainability claims on purchasing decisions.

The unstoppable rise of conscious consumption

According to NielsenIQ's recent April 2025 report, "The Future of Conscious Consumerism", personal well-being and environmental sustainability are becoming increasingly decisive factors in consumer choices. These trends, even stronger among younger generations, offer significant growth opportunities for companies across the food supply chain, both in the short and long term.

The report divides consumers into five distinct segments based on their level of engagement and behavior toward environmental sustainability:

1. Green inDeed: highly active and genuinely committed consumers who consistently align their behavior and values with environmental principles. In 2024, they accounted for 14% of consumers, up from 11% in 2010 and 2012, and stable compared to 2023.

2. Glamour Green: consumers who view sustainable behaviors as a status symbol and enjoy showcasing their eco-friendly choices. This group has grown significantly, rising from 20% in 2010 to 38% in 2024, marking a 4-point increase from 34% in 2023.

3. Carbon Cultured: consumers with a positive attitude toward sustainability who tend to adopt only easy and convenient sustainable behaviors. This group has slightly declined from 23% in 2010 to 20% in 2024.

4. Green in Need: consumers who support sustainability in principle but lack the resources or knowledge to act accordingly. This segment grew slightly from 5% in 2010 to 7% in 2024.

5. Jaded: skeptical and cynical consumers who occasionally engage in low-effort sustainable behaviors. Their share has dropped significantly, from 38% in 2010 to 22% in 2024.

Understanding the data

The most significant growth has occurred in the Glamour Green segment, suggesting that eco-friendly behaviors are increasingly seen as a desirable social status. This reflects a broader cultural shift toward sustainability.

Meanwhile, the notable decline in the Jaded group points to a gradual but meaningful increase in environmental awareness, even if much of it is still tied to low-effort actions.

The Green inDeed segment, representing the most committed consumers, remains steady compared to last year, confirming a strong yet niche group. The modest rise in the Green in Need category highlights the growing importance of offering practical tools and education to help consumers turn good intentions into action.

Overall, it's clear that environmental sustainability is playing a larger role in purchasing decisions, offering significant growth opportunities for products and brands that successfully combine social responsibility with other consumer priorities like convenience, health benefits, and affordability.

Where well-being meets sustainability

Today's consumers increasingly seek products that support both their personal well-being and environmental responsibility. For retailers, distributors, and producers, this shift represents a major growth driver, as products combining health and sustainability are strongly influencing buying behavior and sparking product innovation.

The growing demand for sustainable well-being

Data shows that 41% of consumers want to purchase products that support social equality or vulnerable communities and minorities.

Transparency around ingredients is also increasingly important, especially for organic, non-GMO, and responsibly sourced options. Consumer awareness around sustainable packaging continues to rise, with nearly one in two consumers paying attention to sustainability claims on food and beverage products.

Among the most prominent trends are the rise of plant-based, cruelty-free, and fair-trade products. Circular economy innovations are also gaining traction, with more upcycled products (using by-products and waste materials) and zero-waste products focused on reducing food and packaging waste. Another key trend is the spread of carbon-neutral and regenerative practices, as brands increasingly work to cut or compensate emissions and promote sustainable farming.

Opportunities for producers and retailers

To make the most of these trends, producers, distributors, and retailers can implement key strategies: reformulate products using ethical and sustainable ingredients, highlight eco-friendly features both in-store and online, and engage consumers with clear messaging on transparency, storytelling around sustainable practices, and third-party certifications.

Effective communication strategies

To truly showcase a brand's eco-friendly and socially responsible commitments, it's essential to move beyond generic claims and focus on tangible, authentic communication across all customer touchpoints. A strong starting point is building a credible narrative through visual and written content aligned with brand values - for example, by highlighting ethical supply chains, partnerships with local producers, environmental regeneration projects, or initiatives supporting disadvantaged communities. Such stories can be shared on websites, social media, or through QR codes on packaging linking to dedicated content or mini-documentaries.

In physical stores, sustainability can be promoted with distinctive visual displays and easily recognizable certifications, while staff training can empower employees to effectively communicate a brand's sustainability choices to shoppers. On e-commerce platforms, adding search filters for sustainable features ("plastic-free packaging", "short supply chain", "social certifications") can help consumers make informed choices.

Above all, consistency is key: every action should reflect a clear, measurable, and ongoing commitment. In today's market, the biggest risk isn't ignoring sustainability - it's addressing it superficially or self-praisingly. A strong communication strategy backed by data, testimonials, and third-party verifications helps distinguish brands that simply "communicate" from those that "build trust".

The growing impact of sustainability claims

The most rapidly growing sustainability claims in retail include eco-friendly certifications, recycling initiatives, B-Corp certifications, women-led companies, recyclable and recycled-content packaging, regenerative agriculture, renewable energy, compostable, upcycled, and plastic-free products. These claims increasingly reflect a blend of ethical, social, and environmental commitments.

Recognized third-party certifications are especially effective in influencing consumer behavior and can be further strengthened through additional visual and textual claims that reinforce their social and environmental value.

The future of well-being and sustainability in the food industry

Studies, surveys, and market data consistently point toward a future where companies embracing circular economy models will thrive, as consumers expect brands to take full responsibility for the life cycle of their products. Meanwhile, sustainability regulations and reporting requirements are set to become stricter.

Alongside social concerns, personal health and wellness are playing an increasingly decisive role, driving consumers to favor products that combine high nutritional quality, natural ingredients, and functional benefits. Retailers, distributors, and brands that integrate sustainability and well-being into their strategies today are the ones best positioned to lead the next wave of innovation in the food industry.