News

More than 60% of UK consumers lack trust in carbon claims, report finds

By William Dodds

- Last updated on GMT

Many consumers find carbon footprint labelling confusing and inconsistent. Credit: Getty / pixdeluxe
Many consumers find carbon footprint labelling confusing and inconsistent. Credit: Getty / pixdeluxe

Related tags Carbon footprint Climate change Packaging Sustainability Bord bia Plastic

More than 60% of UK consumers lack trust in carbon footprint claims on food and drink packaging, new research from Bord Bia has revealed.

Bord Bia (the Irish Food Board) found that 61% of UK consumers do not fully believe the carbon footprint labelling found on grocery products. 

Almost three quarters of those surveyed in the ‘Consumer and carbon, cutting through the carbon jargon’ insights report called for more transparency overall. 

The results come amid widespread moves by firms within food and drink manufacturing to reduce emissions, such as Bakkavor which recently released its ESG report​.

Of the shoppers that were surveyed, 53% said that too many different types of carbon labelling exist, while 73% thought brands should accept the responsibility for reducing carbon emissions. 

Meanwhile, 59% said they have no awareness of what their carbon footprint should be, while 51% suggested they needed help to lower it. 

Carbon footprint confusion

Insight and planning specialist Cian O’Mahony said that building “understanding​” with consumers was the upcoming challenge for brands in the sector. 

For consumers, current communications around carbon labelling are causing confusion​,” O’Mahony added. 

There is an opportunity to cut through and solve the existing communications breakdown, as Bord Bia’s research identifies the most effective methods of improving consumer understanding of carbon. These insights present clear recommendations and guidance for brands and businesses to develop an effective form of carbon communication, which is key in today’s climate.​”

Board Bia sets out six principles for UK carbon footprint labelling

In response to the findings, Bord Bia has created 'The 6 C’s' as a set of principles to guide UK brands on carbon footprint labelling. 

These guidelines feature tips like including “clear transparent detail​” and using “consistent messaging​”. 

Bord Bia has also developed a carbon emissions guidance document and runs webinars around setting Science Based Target Initiatives. 

In related news, healthy and sustainable foods are becoming unaffordable for the poorest people in society according to a new Food Foundation report​.

Related topics Environment Packaging & Labelling

Related news

Show more

Follow us

Featured Jobs

View more

Webinars

PRODUCTS & SERVICES