Consumers taste the difference of sustainably grown food, Knorr study shows


Taste is a key driver of behaviour when it comes to the food we buy and eat with almost two thirds of consumers across the continent (64%) believing that sustainably grown vegetables taste better.

This was the finding of a recent survey of more than 12,000 consumers in six European countries, commissioned by Knorr, which also found that despite being the most sceptical in Europe when it comes to attitudes to responsibly grown ingredients, we Brits actually purchase the most, with the exception of the Germans.

As a nation we are least likely to believe that sustainably grown ingredients taste better than conventionally grown ingredients (48%) while 49% of respondents believe they are in no way different to conventionally grown ingredients.

This doesn’t translate into lower sales however with consumers clearly enticed into more frequent sustainable food purchases than most of our European neighbours.

Andrea Grimandi, director, Knorr UK & Ireland, said: “Knorr believes that sustainable agriculture is bringing significant benefits to both consumers and the environment and is key in securing a global supply of sustainable food.

Taken as a whole, it is highly encouraging to see the majority of European consumers recognising the benefits of sustainable farming for both their food and the environment, though clearly there is more work still to do in the UK. ”

Knorr faces challenges of securing food supply

Continued climate-related challenges, uncertainty in markets and fluctuating commodity prices have made securing food supply more important than ever before. Almost 70% of the world’s surface water is used in agriculture.

With 92% of the top vegetables and herbs for Knorr sourced sustainably in Europe, the brand is e at the forefront of making sustainability common place. And with the ‘sustainably grown’ label on pack, Knorr is making it easier for consumers to make responsible choices in the supermarket.

Water is not only a precious resource to protect but also impacts the healthiness and taste of crops. Under and over watering can make plants unhealthy and vegetables less tasty. Knorr farmers use tensiometers to measure water in the soil, drip irrigation then allows them to give the crops just enough to keep them healthy and tasty. To grow food by using methods that are better for the environment is an important step to slow climate change.

When it comes to the environment, Unilever works across the whole value chain – from the sourcing of raw materials, to factories and the way consumers use the products.

In 2015, Unilever sourced 60% of its agricultural raw materials sustainably, as the company reports on the fifth year of progress of the Unilever Sustainable Living Plan. Only looking at Knorr, already 92% of the top 13 vegetables and herbs used in sauces, soups and seasonings are grown sustainably, and a ‘sustainably grown’ label on pack is making it easier for people to make responsible choices in the supermarket.