Ratings are assigned based on several indicators: the commitments of the brands, their transparency concerning their environmental impact (carbon footprint, respect for biodiversity, product durability), and finally, consumer interactions (what products are offered, which are highlighted and favored in promotions). Benoît Granier, food department head at RAC, shares the key findings from this eye-opening study.
Stores have the potential to improve, and some are indeed making progress. Admittedly, the last two years have been challenging for the food transition. Inflation and diminishing purchasing power have led households to opt for cheaper, lower-quality products. However, Carrefour and the U Cooperative are making headway despite this inflation, with their broad customer base that includes low-income households.
However, it must be acknowledged that retailers are not solely responsible for the delay in the food transition. They themselves lament poor information transfer from manufacturers to their CSR managers and purchasers, making it difficult to assess the sustainability of the products provided by producers. On the other hand, the food industry invests heavily in advertising and promotions for products that are too fatty, too salty, too sweet, or highly processed, such as deli meats and ready meals. Retailers follow this trend.
The United Kingdom has banned certain advertisements and promotions for products with low nutritional quality. Similarly, Belgium and the Netherlands have adopted a national strategy for protein transition: the goal is to achieve 60% plant protein by 2030 and 40% animal protein. This encourages retailers to take action: a Dutch retailer has even banned promotions on meat. French authorities are not acting as decisively as these countries!
It is unfair to place the entire blame on consumers. While they are a lever for change, they don’t have the means to transform the system entirely. Public authorities, manufacturers, and retailers hold consumers responsible by justifying production choices as a simple response to market demands. However, demand can be shaped by advertising and promotional choices as well as public campaigns. Today, meat and processed products are often prioritized in promotions. A significant portion of household budgets is thus captured at the expense of vegetables, for example, which remain expensive. Moreover, in many cases, few alternatives are offered. Thus, 92% of prepared meals contain meat and fish. Influenced by promotions and limited in their choices, consumers naturally opt for certain products over others.
