GB: Ribena’s regenerative farming project - How many of its customers favour eco-conscious brands?

Suntory Group, the parent company of blackcurrant-based soft-drink manufacturer Ribena is trialling a regenerative farming project. The project is designed to reduce the scope of 3 greenhouse gas emissions from its blackcurrant farms, and to “increase the amount of carbon it can sequester.” The project, taking place in Norfolk, is a collaboration between Suntory Group, the University of East Anglia and Soil Ecology Laboratory.

In light of this recent news, we look at YouGov data to understand Ribena's customers' attitudes and behaviours towards sustainability.

According to YouGov Profiles - which covers demographic, psychographic, attitudinal and behavioural consumer metrics - many of Ribena’s customers (52%) and the general British population (54%) agree with the statement that they “don’t mind paying more for products that are good for the environment.” Just over a quarter of both the brand’s customers (26%) as well as Britons in general (27%) disagree.

Do Ribena’s customers think adopting environmentally friendly practices make a difference?

According to Profiles data, 20% of Ribena’s customers think ‘sustainable’ retail and production practices make ‘a lot of difference’ to the environment. A greater proportion, 41%, of this group believes it makes ‘some difference.’ Britons in general are more likely than the brand’s customers to share this opinion.

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Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the Great Britain is nationally and weighted by age, gender, education, region, and race. Learn more about Profiles.

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