Key Takeaways
- Consumers here are mindful but not enthusiastic when it comes to sustainability.
- A majority of consumers in South Korea have made an effort to choose more sustainable options in the last year when it comes to food and drink and they expect to do so more in the future, in line with global averages.
- Naturalness and quality are the critical influences when it comes to food and drink. Sustainability in this market is about packaging, food waste and biodiversity, but is disproportionately associated with better nutrition which we also see in UAE and China.
77%
Of South Korean consumers have made an effort to buy more sustainably-produced food in the last 12 months
80%
Say reducing food waste will become more important to them in the next 3 years
28% of South Korean pork buyers are
willing to pay a premium for pork that minimises antibiotic use in production
Priority Sectors
- Beef choice can be influenced by grass-fed messaging as a link to a more natural product, but also minimising antibiotic use emerges as an important influence. A similar profile of influences emerges for pork.
- Quality standards are paramount for dairy. Organic also rises to the top tier of influences.
- Quality and safety assurance and MSC certification are most likely to encourage a premium for seafood.
30%
Of South Korean beef buyers are willing to pay a premium for beef that is grass-fed
