An increasing number of brands are putting on the market drinks that are free of polluting substances, produced in a more ecological way and bottled in more recyclable materials.
Naturally, one could argue, companies will "follow the money" and go for the most lucrative solution. Well, let it be so, then, because sustainability seems to be going hand in hand with profitability!
As we said, multiple signs point toward an increase in the importance of the sustainable market in the FMCG sector. Marketers and business developers need to see such signs and act accordingly.
This means an F&B brand capable of catalyzing this feeling could improve its market share considerably.
From small companies to big fish, a shift toward sustainability is starting to be evident within the F&B market.
Take Carlsberg, for example. The company is aiming for a zero-carbon footprint by 2030 and intends to move its brewing over to using all renewable energy. MillerCoors is doing the same, concentrating on its water use, to make sure to reduce waste.
When it comes to the so-called sustainable packaging, the big enemy is obviously plastic. Simon Lowden, president of global foods at Purchase, explained that “the vilification of plastic bottles represents an opportunity for beverage brands to elevate the simple aluminum can.” The time for aluminum to shine has come, and a wide range of companies are getting on board.
On the aluminum side, we find companies like the Los Angeles-based RightWater, that launched its self-titled line of canned natural spring water. Or, going bigger, we can point to PepsiCo and its commitment to roll out water packaged in - hopefully, recycled - aluminum, dropping plastic for good.
The list could be much longer, but suffices to say that the Food & Beverage sustainability movement, be it for profit or for ethics, is growing bigger and bigger. The customer's choices are ratifying a need and brands will have to follow suit.