“The Sustain Domain” was one of Innova Market Insights’ Top Trends for 2020—recognizing that consumers’ expectations around sustainability are higher than ever.
This expectation is pushing food and beverage manufacturers to prioritize eco-efficiency, especially in reducing food and plastic waste. In response, the food industry is increasingly committing to answering this more mindful consumer’s expectations in this area, then marketing this commitment through on-pack and promotional activities.