Shoppers don’t want sustainable, but they want organic?

In Germany the proportion of people who regularly buy sustainable products has dropped from 27% to 20%, and since July only 62% are willing to pay more for sustainable products –7% less than before.

In October the GfK Sustainability Index was at 88.1 points for FMCG products, which is a historic low. Although the overall trend is negative, sustainability remains an important consideration for 53% of consumers when buying fresh food such as vegetables, fruit, meat and fish. //