We engage consumers around a broad variety of topics, ranging from healthcare to finances to shopping habits. A growing concern that we’ve been hearing about more and more in our research is food insecurity. Many are struggling or know those who have challenges accessing affordable, nutritious. As one person put it in a recent study, $100 used to buy her a few bags of groceries, now, it gets her just one.
This issue is compounded by rising prices, supply chain disruptions, and inflation, which have left many vulnerable and feeling uncertain about the stability of their food sources. According to the Food Research and Action Center, 47.4 million Americans experienced food insecurity in 2023, and this number is projected to rise. As a result, some consumers are losing trust in grocery stores and food brands, perceiving them as prioritizing profit over people. Grocery stores and CPG companies have an opportunity to think about how they can positively impact their customers through the afterlife of the products they are selling. Our insights indicate this would not only help those experiencing food insecurity but also improve brand perceptions among shoppers at large.
For inspiration, look to the many grocery stores that have started partnering with organizations to help mitigate food waste and tackle food insecurity in their local communities. A nationwide company, The Farmlink Project, works with large grocery stores, farmers, and various businesses, such as Chipotle and Carhart, to redistribute food that would otherwise head to a landfill. Food is the number one item found in landfills, and Farmlink’s goal is to reduce this to help give otherwise wasted food a new life. Likewise, brands can consider how to work with local government, non-profits, and community support groups to develop their own programs to address food waste, give to those in need, and earn goodwill with consumers in the process.
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