Society has insufficient productive resources to satisfy all human wants and needs and this is giving rise to scarcity. Population growth and the growing consumption power of developing nations combine to exacerbate these pressures on vital resources including water, energy, and land.

Earth is unable to support current business-as-usual consumption and production levels; by 2030, pressures on resources will intensify, with the global population predicted to need 35%, 40%, and 50% more food, water, and energy, respectively. As people become increasingly aware of these issues, brands will face a growing number of consumers with green and sustainable preferences. Companies should look to create greener products to appeal to the growing number of sustainability-conscious consumers.

Trend drivers

  • There is increased consumer awareness of the consequences of population growth, mounting resource consumption, and depleting natural resources.
  • Sustainability-conscious consumers are looking to buy more environmentally friendly products to embrace their environmental responsibility.

Consumer targets

  • Consumers from Latin America are the most concerned by emissions and the most likely to buy products that support environmental protection.
  • Latin America is the most biodiverse region and consumers want to shift away from unsustainable products and towards greener alternatives

Develop offerings with natural, organic ingredients to capitalize on their wider environmental benefits and reduce chemical usage. Use biodegradable/recycled/recyclable packaging with eco-friendly ink (e.g. vegetable-based ink) to reduce emissions and landfill. Challenge category conventions and consumer perceptions by revolutionizing product formulations to promote sustainability and resourcefulness (e.g. using edible insects). Use lightweight, functional packaging to provide logistical benefits and reduce emissions.

The report "TrendSights Analysis: Resource Scarcity" explores what the trend is, why it is important, who is most influenced by it, and how brands and manufacturers can capitalize on it. The research concludes by identifying where the trend is heading next and how long it will last.

Companies mentioned in this report: Exo, Barilla, Na-Moy, Ito En, Nescaf?, Buda Juice, Yaweco, Lashfood, Biferdil, If You Care E-Z, Tide, Nutri Science, DonQ Rums, Oneglass, Elements, Starbucks.


  • Three in four consumers globally believe that it is important to live an ethical or sustainable lifestyle in order to create a feeling of wellbeing or wellness.
  • Almost two thirds of consumers globally are concerned about carbon emissions.
  • 64% and 59% of consumers globally are concerned by water and food shortages, respectively.

Reasons To Buy

  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.