Emergence of the New Conscious Consumer

With International Orangutan Day coming up on the 19th of August, The Orangutan Alliance, a not for profit organisation, promoting “products created with care” through a NO PALM OIL CERTIFICATION PROGRAM completed new research showing the trend and growing buying power of the emerging ‘conscious consumer.’

The trend showed that while value for money and quality was still an important choice for every day households, trust and sustainability are now considered as part of the purchase choice. The top 5 concerns of grocery buyers are when it comes to products they purchase are:

1.Country of origin

2.Presence of preservatives

3.Artificial flavours

4.Presence of palm oil

5.GMO ’s

In the light of labeling choice concerns, 70% of consumers believed a no palm oil claim and a sustainability claim would impact their purchase decision with 45% willing to pay up to 10% more for a suitable product.

“Consumers are becoming more informed, socially aware and are starting to purchase based on values.” said Maria Abadilla from the Orangutan Alliance.

“Look at successful brands like Nuttvia, Melinda’s Gluten Free Goodies, Thank You and Planet Ark who are changing the brand economy and creating products that provide solutions for the consumers and the planet.”

“If consumer demand is where change starts, then this is a starting indication for manufacturers to work towards transparency in labeling and more sustainable practices.” said Maria

Orangutan Alliance certified Australian brand Nuttvia from the makers of Natvia Sweetener is proving to be a success story, responding to both sugar and non-sustainable palm oil concerns with a product solution.

The Orangutan Alliance mission is to promote products created with care that do not contain non-sustainable palm oil in its production through its Certification Program.

Profits from this program go toward supporting grass roots projects including reforestation, conservation in areas affected by non-sustainable palm oil. The Orangutan Alliance supports clear labeling of palm oil in all products to provide consumers purchase choice.

To find out more about Orangutan Alliance visit www.orangutanalliance.org