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to team members in Australia and New Zealand who were employed before March this year. Those Australian team members who joined after 1 March are able to keep their employee discount until the end of 2020 whether or not they stay with the company. Consumers were interested in fair pay before the pandemic but will be even more motivated to find out whether compensation, from the farm to their doorstep, is fair. In fact, 39 per cent of surveyed Australian consumers say supporting fair payment for growers or farmers is important when making food or drink choices. Making a difference locally Buying local helps consumers understand the differences their purchases can make. Although the Covid-19 outbreak is global, many consumers have focused their attention on trying to help their local communities and businesses. Buying from local businesses reinvests money in one’s own community and offers personal connections to the business owners or staff. Australians’ desire to buy locally grown food is gaining momentum. The rise in buying local has been propelled by the bushfires and Covid-19. Mintel’s research reveals that 44 per cent of surveyed consumers said they tried to buy locally grown food in July 2019, but this rose to 48 per cent after the December 2019 bushfires and to 52 per cent in July 2020 during the Covid crisis. There are many reasons for this, including perceptions of quality and food safety. Another factor is that consumers believe Australian products taste better and see the value in providing more opportunities to the local economy by supporting Australian jobs and farmers. Australian consumers want to know who makes their products and how. They want to feel as though they are somehow helping their community by buying locally produced goods. The pandemic amplified the role of experts as people sought up-to-date and factual information on the virus and its toll. Experts are also needed to help consumers identify sustainable and responsible brands. Dietitians and representatives from certification organisations can help inform shelf tags or curate special displays or e-commerce sections that feature healthy, ethical or environmentally friendly products. Some retailers are even promising to avoid unethical or non-environmentally friendly suppliers. For example, Coles has committed to sustainable and responsible sourcing. Its policy includes reducing sugar and salt in its private label range. Health is an essential pledge for responsible retailers. Universal availability of fresh, healthy food can help to address diet-related health conditions such as obesity and diabetes that complicate cases of Covid-19. Nature’s progress in shutdowns Human activity has been minimised during the pandemic, resulting in demonstrable improvement to air and water quality. Consumers won’t want those gains to be erased when activity resumes. The Covid era will inspire consumers to look for food and drink with commitments to reduce air or water pollution. While humans are the priority now, the motivation to buy responsible packaging will return, meaning companies need to maintain investments in environmentally friendly packaging. INDUSTRY INSIGHT Source: Mintel GNPD. About Jenny Zegler Jenny Zegler is the dedicated trends analyst at Mintel Food & Drink, blending Mintel Trends expertise with food and drink specific topics, such as health and wellness, formulation, sustainability, and premiumisation. She also contributes analysis across beverage categories and has helped to develop Mintel’s annual trends since 2014. About Mintel Mintel is the expert in what consumers want and why. As the world’s leading market intelligence agency, our analysis of consumers, markets, product innovation and competitive landscapes provides a unique perspective on global and local economies. Since 1972, our predictive analytics and expert recommendations have enabled our clients to make better business decisions faster. Our purpose is to help businesses and people grow. To find out how we do that, visit mintel.com or email us at ANZ@mintel.com. NOV, 2020 RETAIL WORLD 25