Sustainability in motion

Actioning consumers’ sustainability goals

Kerry uncovers key consumer

associations with sustainability
P. 5 FOR ARCHETYPES

Globally, the spending power

of consumers most engaged with
sustainable issues in fast moving
consumer goods alone is $382 billion
P. 6 FOR STATE OF THE INDUSTRY

NORTH AMERICA
Contents
3 About the report
4 Executive summary
6 State of the industry
Sustainability’s multibillion-dollar impact
8 The growing importance and relevance of sustainability
Join the sustainability consumer conversation
10 Strongest associations with sustainability
Sustainability evolves as consumer priorities shift
13 Stages of sustainability adoption and consumer archetypes
Seizing key consumer opportunities
15 Category focus areas and expectations
Creating sustainable food and beverages
17 Action
Guaranteeing a sustainable future
20 Kerry technology and toolbox
22 About Kerry
23 Methodology
24 Authors
25 Sources and citations

© Kerry 2021 | 2
About the report

Kerry uncovers key Sustainability in motion is a comprehensive

report based on Kerry’s recent consumer
consumer associations research aimed at uncovering key
with sustainability, consumer truths and demystifying
the importance, role, and associations
consumer archetypes consumers make with sustainability.
and actionable
In 2021, Kerry surveyed over 14,000 consumers
opportunities for the across 18 countries in North America, Europe, and
Latin America. Consumers who were influenced
industry to address by sustainability while making food and beverage

consumers’ current decisions and focused on understanding

sustainability-specific details qualified for the
expectations and research study.

future unmet needs. Kerry North America tested over 10

sustainability-related topics and 85
indicators of sustainability with food and
beverages across retail and foodservice.

This report highlights our research findings

pertaining to the North American consumer, with
an emphasis on understanding how consumers
perceive and prioritize various attributes that
connote sustainability in food and beverages.

Contact Kerry for regional insights.

ABOUT THE REPORT © Kerry 2021 | 3

Executive summary
Sustainability is more than just a trend

Global emphasis on sustainability has

undeniably grown; from an emerging
trend to a mainstay tablestake. 49%
of global consumers today
Consumer articulation and their definition prioritize sustainability at
of sustainability has evolved with their various levels.1
increased exposure to the topic.

Consumer associations with sustainability

now include a wider variety of topics, from
the conventional association with environment
and sustainable packaging, to encompass a
broader set of emerging goals - environmental
(atmosphere, zero emissions, food waste,
animal welfare), social (community aid,
economic stability), industrial (food
production, ingredient sourcing) and personal
priorities (health and nutrition).
3 in 4 global consumers
expect companies to
invest in sustainability.
2
In the US, shareholders have
already filed 79 climate-related
resolutions so far this year,
compared with 72 for all of 2020.
The total number of climate-
related resolutions could reach
90 this year, indicating continued
focus on sustainability efforts
amid the pandemic.3

EXECUTIVE SUMMARY © Kerry 2021 | 4


INACTIVES
Sustainability is important
but is not a key driver of
purchase today. They believe
the responsibility to act
sustainably sits with the
government and the industry.
Sustainability is primarily
extrinsic in nature - related to
issues such as natural resource
preservation, recycling, animal
and community welfare. Price
and lack of intention are key
barriers to acting sustainably.
They also represent the larger
51% of consumers who
currently are not driven by
sustainability.
PASSIVES
They are typically older -
Gen X and Boomers, who
prioritize sustainability but
are disenchanted by the lack
of resources, products and
planning. They view
sustainability extrinsically
as well - environment
protection, animal welfare,
food waste, while price
continues to be a key barrier.
FOLLOWERS
The youth of the nation,
Followers are typically
younger Millennials and Gen Z
who are purpose-driven and
sustainability is a key priority.
Their opinion of sustainability
is in a state of transition -
from extrinsic to adopting an
intrinsic view of
sustainability's impact. They
often find themselves lacking
the time and resources and
align themselves to a brand's
vision and purpose, most
likely to switch to brands that
are more sustainable
FRONTRUNNERS
The torchbearers of
sustainability and the most
mature group with regards to
sustainability, they have
internalized the environmental,
social and individual impact of
sustainability. They are
most likely to trade off price,
convenience and brand affinity
to support sustainability. They
are aspirational and set the
bar for their family, friends,
colleagues and the wider
community. The largest group
of sustainability-minded
consumers, they drive the
industry to make changes that
align with their expectations
of sustainability.

SUSTAINABILITY
ADOPTION CURVE

Extrinsic Intrinsic
EXTERNAL IMPACT INDIVIDUAL IMPACT

KERRY PROPRIETARY
INSIGHTS

All consumers, even sustainability-minded This report demystifies sustainability

consumers, have unique set of priorities, and proposes a framework to
behaviors, and associations with sustainability.
action a successful and sustainable
Our research found consumers fall on a spectrum
along their sustainability journey, revealing the transformation; and address the
presence of a ‘sustainability adoption curve’. untapped opportunity of embracing
consumer loyalty via sustainability.
Kerry uncovered four distinct ‘sustainability
consumer archetypes’, who fall at different
points on the ‘sustainability adoption curve’.

Understanding these consumer archetypes,

their behaviors and beliefs, will guide your
company’s sustainability goals and ambitions.

EXECUTIVE SUMMARY © Kerry 2021 | 5

State of the industry
Sustainability’s multibillion-dollar impact

Sustainability represents a billion-

dollar opportunity and a surefire
way to differentiate oneself in a
crowded marketplace.
$382B
Globally, the spending power of
consumers most engaged with
The focus on sustainability has reached a tipping sustainable issues in fast moving
point, since even before the onset of the pandemic. consumer goods alone is $382 billion.4
The climate-emergency is irrefutable, and world
economies have long prioritized the need for action

on an economic, industrial, social and individual
level. Consumer exposure to brands carrying a
sustainability positioning and environmentally
friendly products has consistently increased
over the past several years.
$150B
It is estimated sustainability-minded
consumers in the US would spend
upwards of $150 billion on sustainable
products by 2021.5

57%
57%
average annual growth
was reported in global
food & beverage launches
carrying an ethical/
environmental claim.7

STATE OF THE INDUSTRY © Kerry 2021 | 6

SUSTAINABILITY MATURITY
Sustainability maturity

UK
Benelux
France
Sweden
USA
Germany
Italy
Canada
Poland
Spain
Brazil
Mexico
Argentina
Colombia Guatemala
Russia

Period of exposure to sustainability

(Bubble size represents current population of the country)

While the presence of sustainability as a topic of

concern exists across the globe, no country is alike
in their exposure to sustainability and the level of
maturity their consumers have developed.

Each country’s media, government, and innovation

activities influence their people in unique ways,
driving their consumers to adopt various values,
attitudes and behaviors based on their collective
exposure to sustainability.

Contact Kerry for insights on the

global consumer.

STATE OF THE INDUSTRY © Kerry 2021 | 7

The growing importance and
relevance of sustainability
Join the sustainability consumer conversation

In North America, sustainability is a mounting

driver of consumer choices. Sustainability related
conversations have been mainstreaming on social
media, with over 8.7 million posts on Instagram
alone. Nearly 6 in 10 American consumers also
say it is important the food products they purchase
or consume are produced in an environmentally
sustainable way (similar to the 54% who said the
same in 2019).10 Additionally, the share of American
consumers who say environmental sustainability
has a real impact on their purchases is up from
27% in 2019 to 34%.

The importance of sustainability has been growing

across consumers’ purchases at the grocery store
as well as restaurants.

A large majority of consumers are

influenced by sustainability when
making food and beverage purchases
at home and out of home.1

62%
of consumers in North America say they
are strongly influenced by sustainability
when making a food or beverage
purchase at the grocery store.1

58%
Furthermore, 58% of consumers in North
America say they are strongly influenced
by sustainability when making a food or
beverage purchase at a restaurant.1

KERRY PROPRIETARY
INSIGHTS

THE GROWING IMPORTANCE AND RELEVANCE OF SUSTAINABILITY © Kerry 2021 | 8

 SUSTAINABILITY ON THE MENU

SUSTAINABILITY ON THE MENU

10%

9%

8%
7.8%
Fine dining +29%
7%

6% Fast casual +424%

5% Total US +33%
4.7%

4%
Casual dining -1%
3%
2.5%
2.5% Midscale +82%
2%
1.8%

1% 1.1% QSR +29%

0%
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Past 4-Year
Growth
MenuTrends 2020, Penetration of all restaurants, percent that differ at least one item using the term “sustainable”
Source: Datassential
MenuTrends 2020, PENETRATION of all restaurants, percent that differ at least one item using the term “sustainable” Source: Datassential

The largest barrier to adopting sustainability remains consumers lack

in understanding of their personal impact on the planet. The industry
can help alleviate this barrier by clearly communicating their own
sustainability goals and illustrating the impact of consumer behavior.

It remains difficult for many consumers to truly know whether their

choices are in fact supportive of sustainability. Sustainability-sourced
food service operators in addition to retailers can use sustainability
claims and packaging as a common signal.

69% of US consumers believe

that if the topic - ‘environmentally
sustainable’ was easier to
understand, it would have a
greater influence on their choices.
“Sustainably-sourced” claims,
certifications, and recyclable
packaging are immediate
indicators of sustainability,
but there remains more room
to clarity what is sustainable
and not to the consumer.10

THE GROWING IMPORTANCE AND RELEVANCE OF SUSTAINABILITY © Kerry 2021 | 9

Strongest associations
with sustainability
Evolving sustainability messaging as consumer priorities evolve

Despite the rising focus and attention to

sustainability, consumers across the two countries, CONSUMERS’ ASSOCIATIONS WITH
and globally, have vastly different opinions and SUSTAINABILITY IN NORTH AMERICA1
associations with sustainability.
North Global
America
Sustainability has long been associated with
environmentally friendly practices, evoking an Public hygiene
immediate association with preservation, eco- & sanitation 75% 80%
friendly packaging and natural resource protection.

Health and nutrition 73% 77%

Looking ahead, the definition
of sustainability is evolving,
with consumers now blurring the Environment & atmosphere
73% 80%
preservation
lines between sustainability and
health and nutrition.
Food waste 72% 78%
Regardless of how it gets defined, sustainability
is top-of-mind for consumers around the globe,
with 73% of consumers saying they would change Food and ingredient sourcing 70% 72%
their behavior to reduce negative impact on
the planet.12
Animal welfare
and protection 69% 76%
With the entire planet facing the COVID-19
pandemic, public health and safety has become
Community aid & human
the topmost concern and has come to be strongly 68% 74%
rights advocacy
associated with sustainability.

Food production practices 68% 72%

Product packaging 67% 74%

Economic stability 63% 68%

Average association High association

KERRY PROPRIETARY
INSIGHTS

Contact Kerry for insights on additional

sustainability associations.

STRONGEST ASSOCIATIONS WITH SUSTAINABILITY © Kerry 2021 | 10

TOP DRIVERS OF SUSTAINABILITY ASSOCIATIONS
WITH HEALTH AND NUTRITION
Consumers’ articulate each of these associations in further depth in
our research. For instance, the association of sustainability with health
AND
and nutrition is made evident through the following drivers:

TOP IMPORTANT
TOP DRIVERS HEALTH
OF SUSTAINABILITY AND NUTRITION
ASSOCIATIONS WITH GOALS
HEALTH AND NUTRITION
(USED LATER IN WHITE PAPER)
1

Highly significant association Average association

Eating more fruits and vegetables 30%

Exercising/Staying active 29%

Eating healthy (not more, not less) 27%

No additives/Preservatives 24%

Managing weight 22%

Consuming fresh food and beverages 22%

Unprocessed foods and beverages 22%

Mental wellness 21%

Healthy aging 20%

Limiting/Reducing sugar 20%

Nothing artificial 18%

Non-GMO food and beverages 17%

Organic food and beverages 16%

Limiting/Reducing fat 16%

Note: percentages are rounded

KERRY PROPRIETARY
INSIGHTS

KERRY PROPRIETARY
INSIGHTS

Contact Kerry for insights on what

consumers mean by the various
sustainability associations.

STRONGEST ASSOCIATIONS WITH SUSTAINABILITY © Kerry 2021 | 11

 EXTERNALIZED AND INTERNALIZED VIEW OF SUSTAINABILITY

Consumers experience sustainability on two levels,

extrinsic and intrinsic
EMERGING
Personal health
and nutrition
Food waste
EMERGING
Clean label claims
Reducing food, such as locally
packaging and sourced, no artificial
TABLESTAKES production waste ingredients, organic
Zero plastic movement and non-GMO
Environment and
atmosphere
preservation
Sustainable packaging
Community aid and
human rights advocacy
SUSTAINABILITY
ADOPTION CURVE

Extrinsic Intrinsic
Extrinsic associations are the Intrinsic associations are
first point of contact made by consumers who
consumers have with have matured in their
sustainability. sustainability journey.

STRONGEST ASSOCIATIONS WITH SUSTAINABILITY © Kerry 2021 | 12

Stages of sustainability adoption
and consumer archetypes
Seizing key consumer opportunities

Consumer behavior toward In our research, we uncovered four key consumer

sustainability follows an adoption archetypes based on their adoption of sustainability:

curve, and consumers lie at different

stages of adoption based on their Inactives Passives
associations made with sustainability
and their subsequent behaviors.
Followers Frontrunners
The value-action gap13, also called the belief-
behavior gap, illustrates how consumer behavior
is not always directly proportional to their values
and beliefs regarding sustainability. These consumer archetypes exist globally, however
the size of these consumer archetypes differ across
countries and regions.

CONSUMER ARCHETYPES ON THE ADOPTION CURVE

FRONTRUNNERS

FOLLOWERS
PASSIVES
INACTIVES
SUSTAINABILITY
ADOPTION CURVE

Extrinsic Intrinsic
KERRY PROPRIETARY
INSIGHTS

STAGES OF SUSTAINABILITY ADOPTION AND CONSUMER ARCHETYPES © Kerry 2021 | 13

Understanding each of these Inactives
consumer archetypes - what they
Frontrunners
value, how they define sustainability, 10%
specific attributes they prioritize,
can be used as a key to unlock
38% 6% 21%
opportunities to attract them and
meet their unique needs. 46% 24%
Despite the varying sizes of these consumer
archetypes, each of them understands the 23%
sustainability-imperative, but have differing
drivers and barriers toward its adoption.
31% Passives

Followers

North America Global

NORTH AMERICA SUSTAINABILITY ARCHETYPES

Inactives Followers
• Sustainability is not a strong driver, • Sustainability is a moderate priority,
unlikely to take action to support and they do their individual part in
sustainability supporting sustainability
• Price is a strong barrier to acting • View brands, manufacturers and
sustainably external authorities to help them
achieve their sustainability goals
• No gender or generation skew
USA 10% | Canada 10% • More likely to be younger –
GenZ and younger Millennials
USA 42% | Canada 23%

Passives
• Sustainability is very important to them
and they are concerned about the
environment, however, less likely to act
on sustainability.
• Price and lack of understanding
individual impact on sustainability are
strong barriers.
• Value – Action Gap is the largest
• More likely to be women, and older –
GenX and Boomers
USA 13% | Canada 26%
Frontrunners
• Sustainability rule makers – they
are strong proponents of acting
sustainably and believe they can
influence the wider community in
acting sustainably.
• Value – Action Gap is the shortest.
• More likely to be Millennials – Older
Millennials, Less likely to be Boomers
USA 35% | Canada 40%

Contact Kerry to learn

more about the various
consumer archetypes.

STAGES OF SUSTAINABILITY ADOPTION AND CONSUMER ARCHETYPES © Kerry 2021 | 14

Category focus areas and expectations
Creating sustainable food and beverages

Sustainability priorities differ by

consumer archetypes, but also SUSTAINABILITY IMPORTANCE IN
SUSTAINABILITY IMPORTANCE
THE CATEGORY IN THE CATEGORY
by category.

High frequency consumption of a specific food or

beverage increases the importance of sustainability Dairy 80%
in that product. Dairy, meat and their plant-based
alternatives are the top four categories most
important to carry the sustainability-halo. While Chicken appetizers 75%
snacks and alcoholic beverages ranked among the
bottom, the focus on sustainability in those
Dairy alternatives/
categories continues to rise. 75%
Plant based dairy

Meat alternatives/
Plant based meat alternatives
74%

Baked goods 73%

Meals and side dishes 73%

Non-alcoholic beverages 72%

Snacks 70%

Alcoholic beverages 63%

KERRY PROPRIETARY
INSIGHTS

Contact Kerry to learn more about

the category-level associations with
sustainability.

CATEGORY FOCUS AREAS AND EXPECTATIONS © Kerry 2021 | 15

Similar importance of sustainability exists when consumers
consider various restaurant menu items.
SUSTAINABILITY IMPORTANCE ON THE MENU
SUSTAINABILITY IMPORTANCE ON THE MENU14

38%
Seafood
51%
41%
Beef 47%
39%
Chicken 46%
36%
Pork 43%

Eggs 30%
35%

Vegetables 26%
34%

Milk / cheese 31%

33%

Fruit 24% When you develop

32%
sustainable options for
Grains 18% consumers, consider
25%
the varying opinions
Coffee / tea 16% of consumers and their
23%
various associations
19%
Soft drinks
21% of sustainability
across categories.
Plant-based protein 16%
21%
27%
Lab-grown meats
20%

Juice 14%
17%
17%
Candy / sweets 17%

Snacks 17%
16%
13%
Baked goods
13%
11%
Spices / herbs Consumers
12%

14% Operators
Alcoholic beverages
11% Source: Datassential

CATEGORY FOCUS AREAS AND EXPECTATIONS © Kerry 2021 | 16

 Action
Guaranteeing a sustainable future

1. Get the tablestakes right 2. Focus on intrinsic sustainability associations

Cost to play Build differentiation
Understanding how to implement the basics such Deliver on consumers’ emerging associations
as packaging, environmental and atmosphere with sustainability – especially those intrinsic to
preservation are imperative, especially as current consumers. Establish key differentiators for your
extrinsic associations will soon be mandated by category and brand by focusing on the most
government and regulation developments. impactful intrinsic associations – health and
Environment and atmosphere preservation remain nutrition,
TOP and food
DRIVERS OFwaste. Understanding what
SUSTAINABILITY ASSOCIATIONS
an immediate indicator of sustainability, however, it each of these mean to
WITH HEALTH AND NUTRITIONthe consumer is critical in
can encompass a wide variety of activities, such as: developing a plan of action. Below are the activities
consumers associate with sustainability and health
AND
OP IMPORTANT ENVIRONMENT AND ATMOSPHERE and nutrition.
TOP IMPORTANT ENVIRONMENT AND
RESERVATION ACTIVITIES
ATMOSPHERE PRESERVATION ACTIVITIES TOP IMPORTANT HEALTH AND NUTRITION GOALS
TOP IMPORTANT HEALTH AND NUTRITION GOALS
(USED LATER IN WHITE PAPER)
Reducing air Reducing packaging
60% 48% Highly significant association Average association
pollution pollution
Eating more fruits and vegetables 30%

Ocean/Marine Reducing Exercising/Staying active 29%

57% 48%
clean up deforestation
Eating healthy (not more, not less) 27%

No additives/Preservatives 24%
49% Planting trees
Managing weight 22%

Consuming fresh food and beverages 22%

Unprocessed foods and beverages 22%

Mental wellness 21%

Healthy aging 20%

Limiting/Reducing sugar 20%

Nothing artificial 18%

Non-GMO food and beverages 17%

Organic food and beverages 16%

Limiting/Reducing fat 16%

Note: percentages are rounded

KERRY PROPRIETARY
INSIGHTS

ACTION © Kerry 2021 | 17

3. Address your consumer archetypes
Focus and target
Strongly consider all four consumer sustainability
archetypes, including their priorities and drivers
of choice, making sure to address each group.
Each of the consumer archetypes have their
unique associations with sustainability and
priorities across categories and channels.

SUSTAINABILITY ASSOCIATIONS IN BEVERAGE

Beverage Sustainability Cues

INACTIVES PASSIVES FOLLOWERS FRONTRUNNERS

Health and nutrition

Product packaging

Food waste

Environment and
atmosphere preservation
Public hygiene
and sanitation
Food ingredient
sourcing
Food production
practices
Animal welfare
and protection

Community aid

Economic stability

Low association Average association High association

Key activities associated with sustainability in beverages

INACTIVES PASSIVES FOLLOWERS FRONTRUNNERS

Made with natural Sustainable Sustainable Sustainable

ingredients packaging packaging packaging

Sustainable Minimally No artificial Made with natural

packaging processed ingredients ingredients

Minimally No artificial Minimally Locally sourced

processed ingredients processed ingredients

Made with natural No additives / Ethically sourced

Organic
ingredients preservatives ingredients
ACTION © Kerry 2021 | 18
Locally sourced Locally sourced
Carbon-neutral Organic
ingredients ingredients
4. Bring your consumer along on your
sustainability journey
Better for
Drive the conversation planet

The sustainability journey is one of constant

transformation and evolution. Consumers do not Better for
expect an overnight rehaul of focus, or having society
their expectations met in total immediately.
However, they seek knowledge, information,
and above all – transparency and honesty. Better for
people
Bring the consumer along your sustainability
journey from production to purchase, share your
vision and purpose, and build a community truly
focused on meeting everyone’s sustainability goals
– planet, society, people, and nutrition. Sustainable
nutrition

Our ability to provide positive and

Kerry’s abilitynutrition
balanced to provide positive
solutions and
that help
balanced nutrition
maintain solutions
good health thatare
and which help
created
maintain in a way
good thatand
health doeswhich
not compro-
are
mise the ability of future generations to
created in a way that does not compromise
meet their nutritional needs.
the ability of future generations to meet
their nutritional needs.

Contact Kerry to understand how to

target each consumer archetype.

ACTION © Kerry 2021 | 19

Kerry technology and toolbox
Creating a World of Sustainable Nutrition with Kerry

At Kerry, we inspire food and nourish life with an
aspiration of reaching 2 billion consumers with
Sustainable Nutrition by 2030. Sustainable nutrition
is about addressing the nutritional, environmental
and social impact to shape a sustainable food
future. We aim to guide, inform and support our
customers on this journey along the spectrum of
sustainable nutrition. Together with our customers,
we are committed to creating an impact that is
better for people, better for society and better
for the planet.
CREATING A WORLD OF SUSTAINABLE NUTRITION
CREATING A WORLD OF SUSTAINABLE NUTRITION
Kerry enables our customers to move along the
spectrum of sustainable nutrition. We have created
integrated Taste & Nutrition solutions, helping
our customers to respond to evolving consumer
demands and archetypes. The archetypes show
an increasing link between personal health and
environmental awareness. The research shows
progress across the Sustainable Nutrition Spectrum
aligns with the consumers’ progress across the
Sustainability Adoption Curve and the archetypes
of Inactives, Passives, Followers, and Frontrunners,
as consumers move from an externalized to
internalized view of sustainability.

Positive &
Balanced Nutrition
Clean Proactive
Label Nutrition

Food Safety
& Security Personalized
Nutrition

Social Regenerative
Impact Agriculture
Nutrition Climate
Positive Circular
Solutions

Environmental
& Social Sustainable
Customer
Nutrition

OR - Without Globe
Positive &
Balanced Nutrition
Clean Proactive
Label Nutrition

Food Safety
KERRY TECHNOLOGY AND TOOLBOX
& Security
© Kerry
Personalized 2021 | 20
Nutrition
Our comprehensive capabilities across all food
and beverage categories means we have been
enhancing the nutritional profile of our customers’
products for decades through food safety and
security, clean label, positive and balanced
nutrition, proactive nutrition and an increasing
focus on personalized nutrition. Through our
Beyond the Horizon Sustainability program, Kerry
is combining nutritional profiles with improving the
environmental impact of our customers’ products
with focus on being climate positive, social impact,
regenerative agriculture and circular solutions.
Putting the pieces in place to partner with our
customers to create a world of sustainable nutrition
and reaching each of the consumer archetypes.
We have developed a wide range of
technology platforms to support our
customers’ growth toward sustainable
nutrition, no matter where they fall on
the Sustainable Nutrition Spectrum.

DELIVERING SUSTAINABILITY IMPACT FOR OUR CUSTOMER THROUGH

OUR SUSTAINABLE TECHNOLOGY PLATFORMS

BREWING SOLUTIONS BC30®

Sustainable solutions across Reliably sourced, Sugar reduction to improve
the whole brewing process authentic savoury nutrition while also Spore-forming probiotic with
including raw material, taste solutions, from delivering lower greenhouse digestive & immune support
manufacturing and food, for food gas and water impacts benefits is available Non-GMO
disposal, to reduce carbon Project Verified, enabling
emissions and reduce sustainable nutrition
production costs
FOOD PRESERVATION PROTEINS
Clean label, consumer Healthy, nutritious
friendly preservation that and functional STOCKS & BROTHS
DRY BEVERAGES delivers food safety and dairy and plant proteins Ensuring good animal welfare
Refreshing sustainable less waste conditions, balanced and
solution reducing sustainable nutrition and
carbon emissions and contributing to a circular economy
waste throughout the OAT TEXTURANT
supply chain KERRY RED ARROW POWDERS
Condensed smoke removes 100% whole grain oats,
harmful substances and sourced from North American
lowers emissions versus farmers, claim-driven,
ENZYMES traditional smoking Clinically proven to help
dairy-free, and conscious of
strengthen the immune system,
Clean label sustainable our environmental impact
enabling sustainable nutrition
solutions to help deliver
a better product, better
process and are better
for the planet Clean label taste,
natural ingredients,
with origin traceability Plant-based offerings that
support a consumer shift
to lower impact diets

SUSTAINABILITY
ADOPTION CURVE

Extrinsic Intrinsic

Contact Kerry for information on our sustainable nutrition technologies.

KERRY TECHNOLOGY AND TOOLBOX © Kerry 2021 | 21

About Kerry

Kerry is the world’s leading taste and nutrition partner

for the food, beverage and pharmaceutical industries.

We innovate with our customers to create great tasting products,

with improved nutrition and functionality, while ensuring better
impact for the planet. Our leading and proprietary consumer insights,
global RD&A team of 1,000+ food scientists and local manufacturing
footprint in 31 countries enable us to co-create with our customers
across over 150 countries. At Kerry, we are driven to be our customers’
most valued partner, creating a world of sustainable nutrition,
and will reach over 2 billion consumers with sustainable nutrition
solutions by 2030.

For more information, visit Kerry.com.

ABOUT KERRY © Kerry 2021 | 22

Methodology
Conducted in 2021, Kerry surveyed over 14,000 consumers
across 18 countries in North America, Europe, and Latin
America employing a quantitative survey methodology. In
North America, ~1000 consumers each in Canada and United
States were studied. Additional social media listening and
qualitative exploration corroborate the quantitative findings.
These respondents were primary shoppers who prioritized
sustainability on various degrees; i.e. paid attention to
sustainability messages on the product label or restaurant
menu. These consumers also tended to read the nutrition
label and ingredient declaration most of the time.

Over 10 sustainability topics and 85

attributes were tested in relation with
associations made with sustainability,
with a focus on grocery products as
well as foodservice menus.

Additionally, consumers were further asked their opinion of

sustainability when considering specific food and beverages –
meat, plant-based meal alternatives, dairy, snacks, bakery,
meals & sides, and beverages.

RETAIL
• Frozen chicken appetizers
• Sweet baked goods
• Baked bread
• Cooking sauces
• Bottled coffee (RTD)
• Bottled iced tea (RTD)

FOODSERVICE
• Chicken appetizers
• Sweet baked goods
• Burgers & sandwiches
• Pizza
• Pasta entrée
• Specialty coffee

The research considered specific demographic breaks: gender,

age, ethnicity, and lifestage. Country-wise findings and
variations are available to our customers on engagement.

METHODOLOGY © Kerry 2021 | 23

Authors

Soumya Nair
Insights and Research
Soumya leads the Consumer Insights discipline for Kerry North America. She focuses on
market research and consumer insights. Prior to that, Soumya worked at Kantar where she
focused on market entry, consumer segmentation and concept optimization in the food,
beverage, and luxury product segments.
soumya.nair@kerry.com

Christina O’ Keefe
Sustainability
Christina O’Keefe is the Director of Sustainability North America at Kerry, a global partner to
the food & beverage industry focused on inspiring food and nourishing life. With extensive
manufacturing experience within the food and beverage industry, Christina has a passion
about building a food system for the future by minimizing environmental impact, improving
lives, while also identifying opportunities to optimize the bottom line. Together with her
peers, Christina is driving Kerry North America towards our shared global ambition to reach
2 billion people with sustainable nutrition solutions by 2030. Christina holds a Bachelor of
Science in Agricultural Engineering from the University of Nebraska-Lincoln and a Master of
Business Administration from the University of Nebraska at Omaha.
christina.okeefe@kerry.com

Nina Riggins
Taste
Nina leads the North American Taste Marketing Team at Kerry. She focuses on Taste strategy
and application integration for Kerry’s technology portfolios; delivering sustainable Taste
solutions across the food and beverage market. Prior to her role on the Taste Team,
Nina was the strategic marketing lead for alcoholic beverages, embedding Kerry’s
differentiated taste and brewing solutions into relevant applications.
nina.riggins@kerry.com

Taylor Rodriguez
Design/Visual Impact
Taylor leads the North America creative strategy at Kerry. She focuses on translating the
Taste & Nutrition business strategy into creative solutions aligned to the brand. Taylor has a
passion for aligning teams from multiple functions to bring their ideas to life. She is a trusted
partner with Kerry’s Creative Center of Excellence to execute best-in-class deliverables while
translating the key insights, art direction and messaging vital to any creative asset. She holds
a Bachelor of Fine Arts in Graphic Design from the University of Wisconsin-Milwaukee and
received her Digital Marketing certificate at Cornell.
taylor.rodriguez@kerry.com

AUTHORS © Kerry 2021 | 24

 Sources and citations
Primary source of information:
1. Kerry Proprietary Consumer Research – Sustainability 2021

Additional sources of information:

2. Innova Database, Global, Top Ten Trends Survey 2020
3. Sustainable Investments Institute and Reuters 2021
4. Kantar’s #WhoCaresWhoDoes 2020 research
5. Nielsen 2019 estimate
6. World Economic Forum, The Global Risks Report 2020
7. Innova Database, Global, 2013-2017
8. Yale University EPI measure
9. Innova Database, Global, 2016-2020
10. IFIC Food and Health Survey, 2020
11. Datassential Menutrends - Sustainability on the menu, 2020
12. Nielsen, The Business of Sustainability, Episode 22, 05-6-2019
13. Kollmuss, Anja; Julian Agyeman (2002). “Mind the Gap: Why
do people act environmentally and what are the barriers to
pro-environmental behavior?”. Environmental Education Research.
8 (3): 239–260. doi:10.1080/1350462022014510401. AND Godin, Gaston;
Conner, Mark; Sheeran, Paschal (2005). “Bridging the intention–behaviour
gap: The role of moral norm”. British Journal of Social Psychology.
44 (4): 497–512. doi:10.1348/014466604X17452. ISSN 2044-8309.
PMID 16368016.
14 IFMA Datassential Consumer and Operator Survey 2020

SOURCES © Kerry 2021 | 25

Inspiring Food, Nourishing Life