As per the data gathered by Kroger’s subsidiary, 84.51°, sustainability indicators like recyclable packaging or ingredient sourcing are not as important as food wastage. 45% of the shoppers prioritise reducing food waste, while other areas of interest include cutting single-use items and using recyclable shopping bags. Data from 84.51° informs that consumers are more sustainable-conscious in non-food categories like household cleaning 65% and personal care 61%. Within the food category, shelf-stable food and frozen food capture the attention of 61% and 56% of sustainability-conscious consumers, respectively. CPG companies can, therefore, attract consumers across the sustainability spectrum without investing much in packaging or new ingredients by reducing their food waste.
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