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Chain Store Age: Kroger survey reveals varying concerns over grocery sustainability

A new survey demonstrates that there is not a single consumer mindset when it comes to sustainable retail practices.

84.51°, the data analytics subsidiary of Kroger, is releasing data from a recent survey of consumers about a range of sustainable grocery retail issues. According to the 84.51° survey, close to three in 10 (27%) consumers say that they care very much about sustainability when it comes to grocery shopping.

However, the survey also reveals that consumers are seeking cost-effective ways to shop for groceries sustainably. Only 9% of respondents say that they recognize they will pay a premium price for sustainable grocery features. Following are the most popular sustainable elements respondents cited they look for when they are shopping for groceries:

  • 45% of consumers are concerned with limiting food waste.

  • 34% of consumers are seeking reusable packaging.

  • 29% of consumers are concerned with overall sustainability when shopping.

  • 29% of consumers are focused on reducing their plastic purchases when shopping.

The survey also reveals that shoppers are generally more concerned about sustainability in non-food grocery/CPG-related product categories, such as household cleaning, paper products, and personal care. Grocery/CPG categories with the lowest levels of concern included:

  • Cereal (38%)

  • Snacks/candy (35%)

  • Baby care (24%)

Grocery/CPG product categories with the highest levels of concern included:

  • Household cleaning (65%)

  • Paper products (63%)

  • Shelf-stable foods/ Personal care (61% each)

  • Health care (60%)

  • Frozen food/ Dairy (56%)

In other findings, the survey indicates that about one-third (32%) of respondents are extremely concerned about climate change, but only 21% are extremely concerned about the overall sustainability of the grocery products they purchase. According to 84.51° analysis, this discrepancy his showcases a disconnect in how they believe their purchases will impact climate change.

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