Shoppers want more transparency from grocers on sustainability

What this means: In the current grocery landscape, the most noticeable form of sustainability to consumers is reusable bags or non-single use plastics at checkout. But, for the sector to make a difference and work in tandem with consumer desires, greater effort needs to be put toward sustainability across the store and supply chain. Beyond that, with consumers focused on deriving value from higher prices, they are less likely to pay more just because items are  sustainable. Consumers are always asking, “what’s in it for me?” when paying more at retail. For sustainable efforts to grow at retail and with consumers, the return on investment needs to be communicated. Finding the intersection between sustainability, value and efficiency is imperative for retailers that want to stay relevant with consumers.