Supermarket Sustainability: Customer Perception Report

2022 Veganuary Leaderboard

The supermarket edition

• Co-op led the pack on positive brand sentiment around Veganuary-related conversations
• “Fishless fillet” accounted for almost a fifth of all posts
• Aldi’s “no chicken” received twice as much chatter as the fillet, and boasted high average sentiment - 21.3% of all Aldi conversations in the month and average sentiment of 59
• M&S conversations around vegan diets tripled Dec-Jan, and average sentiment improved by 12 points. Solid effort.

Sustainability Customer Closeness Metrics

This visualisation illustrates how closely customers relate to and feel in personal control of issues of sustainability, based on a linguistic analysis of their comments.

Issues such as carrier bags, veggie/vegan diets, and cardboard packaging are issues they relate closely to, while responsible product sourcing and veganuary are seen as issues more closely related to brands

This provides an opportunity for either an education piece on issues customers do not relate to on a personal level (lower portion of graph), or greater communication around issues they care most about but are unhappy with (top-left quadrant)

You can view the full UK Sustainability Customer Perception report here.