Food processing and packaging solutions company, Tetra Pak, has said consumers are now actively considering the environment alongside their individual health when buying food and these environmentally conscious consumers, labelled ‘Climatarians’, are willing to alter their eating habits to protect the planet.

This is according to the company’s 2023 Index Report, a yearly trend-spotting survey, which identifies consumer trends, new growth opportunities and latest facts, figures and trends related to the food and beverage industry.

The market for healthy foods is already well-established, as consumers actively seek products that would have a positive impact on their physical well-being. But a significant majority now takes a more holistic view: 70 per cent say healthy products should not harm the environment, while another 54 per cent are willing to take responsibility for the planet and change their diets to contribute to a better world.

This dual focus is reflected in the rising number of consumers consciously reducing the amount of meat they eat, known as “flexitarians,” with nearly half of all consumers saying they are reducing meat intake or excluding meat altogether.

The Tetra Pak Index, based on a survey conducted in 10 countries around the world by global market research firm, IPSOS, found that this trend towards meat reduction is a global phenomenon. Fifty-six per cent of respondents cite health reasons for adopting a flexitarian, pescatarian, vegetarian or vegan diet, but over a third (36 per cent) specifically cite the environment as their primary motivator.

The research also revealed that convenience is no longer king. In a marked shift in long-prevailing attitudes, 70 per cent would sacrifice convenience for healthier products. The drive for health is also unaffected by the cost of living crisis, with only 17 per cent willing to sacrifice food and drinks with health benefits in the current economic climate.

The Climatarian trend is expected to grow, as the effects of climate change are felt more widely, with consumers expecting food manufacturers to deliver products that are both healthy and sustainable.

President and Chief Executive Officer at Tetra Pak, Adolfo Orive, noted: “The findings of this year’s Index are reflective of the direction we have taken in the last few years, to decarbonise the food industry and make food systems more resilient and sustainable. In many parts of the world, people rely on products such as milk and juices for their daily nutrition. So, it is critical to optimise their value chain with innovations in sourcing, packaging, processing and distribution, which is where we have been playing an active role together with our customers and suppliers.

“In addition, considering that the world will need 60 per cent more food by 2050, we are complementing these efforts through technologies that can help explore new sources of nutrition, ranging from new plant-based sources ­to alternative proteins produced with biomass and precision fermentation. Both these areas are critical to contribute towards food system sustainability.”