Shifting Consumption: Lessons from market transformations by Daniel Vennhard, World Resources Institute 11 October 2016. Brussels. The role of consumers in the sustainable consumption and production in Europe and in developing countries

1. Daniel Vennard
Program Director, Better Buying Lab
World Resources Institute
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5. Per ton protein consumed
55
Sources: GlobAgri model (land use and greenhouse gas emissions), authors’ calculations from Mekonnen and Hoekstra (2011, 2012) (freshwater consumption) and Waite et al.
(2014) (farmed fish freshwater consumption, which is shown as rainfall and irrigation combined). Notes: Data presented are global means. Protein amounts refer to human
consumption. Based on the approach taken by the European Union for estimating emissions from land use change for biofuels, land use change impacts are distributed evenly
over an amortization period of 20 years.

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7. 77
Percent relative to average U.S. diet, 2009
Source: GlobAgri model. Note: Data are for United States and Canada. Calculations assume global average
efficiencies (calories produced per hectare or per ton of CO2e emitted) for all food types.

8. 88
g animal-based protein available/capita/day
Source: FAO (2015) for historical data 1961–2011, authors’ calculations based on Alexandratos and
Bruinsma (2012) for 2050 projection, linear interpolation from 2012–2050.

9. 9
Education Information Abstinence
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The majority of current efforts to change behavior...

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11. Shopping is guided more by System 1 than System 2
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12. • Free Range Eggs
• Laundry Compaction
• Butter Alternative
• Fish Fingers
• Low Alcohol Beer
• CFL & LED Light bulbs
• Milk Alternatives
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• Coffee Eco-Refills
• Meat Alternatives
• Shark Fin Soup in China
• Organ meat in WWII U.S.
• Trans fats in the US
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14. Change
Barrier
Actions
Move consumers from
drinking high to low
alcohol beverages
• Limited interest in low alcohol benefit
• Taste of low alcohol beer poor
• Located in low traffic “low-alcohol” section
• Limited secondary display due to lack of promo’s
• Masked taste with inclusions (lime etc.)
• Positioned around benefit of refreshment – no mention of ABV
• Government reduced duty on low alcohol beer.
• Invested in promotions and display.
• Worked with retailer to move to the main shelf
Fish FingersLow alcohol beer in the UK
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15. Be more
memorable

16. Change
Barrier
Actions
Move from eggs laid by
caged hens to eggs laid by
free range hens
• No noticeable consumer benefit
• 50% price premium for free range eggs (£1.49 vs. 99p).
• Built on perceived quality benefit of free range hens to
create a perceived quality and taste benefits for free
range eggs.
• Marketing support to drive salience of perceived benefit.
• Enhanced margin to retailers on free range eggs which has
led to over facing for free range eggs.
• Number of retailers editing out caged eggs from store.
Free Range EggsFree Range Eggs UK
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17. Be more
memorable

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GET CLEAR ON KEY
CONSUMER BARRIERS

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STRATEGIES WORK IN LINE
WITH HOW PEOPLE SHOP

20. 2020 @venoir
MOVE THE SYSTEM WITH
INDUSTRY, NGO & GOV’T

21. Better Buying Lab
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22. Twitter: @venoir
daniel.vennard@wri.com
wri.org/shiftingdiets
betterbuyinglab.org