Sustainably Produced or Packaged

Why Transparency Now Drives Buyer Decisions

Sustainability remains critical in F&B. Expectations have shifted.

Consumers no longer accept broad claims. They expect proof. Transparency now shapes how products are judged and priced.

2 in 5 consumers prioritise sustainability. 64% value transparency when buying food and drinks.

This is no longer positioning. It is accountability.

Buyers will pay more, but only when value is visible. Key drivers include:

Transparent ingredient sourcing (39%)
Measurable environmental impact (29%)
Recognised sustainability certifications (27%)

This marks a shift from positioning to accountability.

Innovation reflects this change. Nearly half of global F&B launches carry sustainability claims, with 87% of packaging focused on recyclability. At the same time, AI adoption grew by +56% YoY, supporting waste reduction and packaging optimisation.

Regionally, Europe leads eco-friendly packaging, while Asia is growing fastest at +68% CAGR.

Sustainability continues to drive innovation. But it must now be demonstrated. Buyers expect transparent sourcing, responsible materials, and measurable impact. This is what builds trust and justifies price.

At THAIFEX – Anuga Asia, you meet suppliers who can demonstrate sustainability with clear sourcing, materials, and measurable results.

Sustainability Takes Root as Climate Concerns Grow

Sustainability continues to capture consumer attention — and it’s set to remain a major driver in 2025. Innova’s #6 trend, Sustainability – Climate Adaptation, highlights how the industry is responding to climate change and shifting consumer expectations.

Nearly half of consumers globally say they are extremely or very aware of how climate change impacts food and beverage — with rising prices seen as the most tangible effect.

This growing awareness is translating into action. Consumers are increasingly demanding: