Uncertain 2023, how should food and beverage firmly move forward?

Therefore, from the perspective of economic benefits, in order to make the products meet the sustainable requirements, the participating enterprises may need to invest more costs in different links to optimize and improve the technology, and eventually these expensive production costs will also be transferred to the consumer side of the market.

However, research data from global consulting agencies such as Innova and Mintel show that nearly half of consumers are willing to pay a higher premium for "sustainability."

However, this conclusion at the current stage is more to release a consumer preference signal, that is, consumers prefer one of the two similar products with sustainable properties, but are not really willing to pay a higher amount.

As far as the overall sustainable development behavior of Chinese consumers is concerned, the foundation of environmental protection, sustainable and low-carbon consumer education is not yet solid, and the decision-making weight value is not high. From the perspective of product design and positioning, "low-carbon" usually serves as an additional attribute after the product or brand itself has a certain selling point or influence. It is more suitable as an addition option without reducing the original sensory experience and cost of the product.

In the same way, there are always "stir-fried" plant meat in China, and the green concept of carbon reduction no matter how well it is blown, as long as the taste is not passed for a day, it is difficult to really seize the hearts of consumers.

Healthy, stocked, sustainable... Whether it is seeking a healthy placebo, obtaining a sense of security, or demonstrating their own values, the essence of these trends means that consumers return to their own world, and do not only value the cosmetic functions and selling points of products, but the pursuit of emotional satisfaction and comfort brought by the most real needs.