Ethical ingredients are in: consumers want to know where their food comes from

Nearly 8 in 10 shoppers are reading the packaging on bakery products and they’re not just scanning for calorie counts or sugar levels. More and more, they’re looking deeper, checking where ingredients come from and how they’re sourced. In fact, 27% of consumers actively search for ingredient origin information, making it the third most important detail on the pack.

Today’s consumers are paying closer attention to what goes into their food. Clean-label products, built around simple, recognisable ingredients and transparent recipes, help build confidence and trust. Many feel that breads made with organic sourdough or chocolates crafted with carefully selected ingredients taste better, support their wellbeing, and align with more sustainable choices.

It’s no surprise, then, that 70% of consumers worldwide say they would buy more from bakeries that use only natural ingredients, rising to 79% in the Middle East and Africa. And this goes beyond intention: searches for “organic bakery nearby” jumped 998% over the past year, showing that shoppers are actively seeking these options.

Sustainability, however, isn’t  just about personal benefits such as health and taste. Consumers are increasingly guided by the environmental impact of how their food is produced. When asked specifically about farming methods, 2 in 3 consumers (66%) globally state they prefer innovative methods that minimize environmental impact. This can include methods such as hydroponics, vertical farming, local cultivation and regenerative agriculture, an approach focused on restoring soil health and supporting long-term ecosystems.

Consumers understand that sustainability starts in the field and they expect food producers to act accordingly. Once again, sentiment is strongest in the Middle East and Africa, where 73% prefer sustainable agricultural methods, compared to a global average of 66%. Interest is also high in South America (69%), which may reflect, at least in part, lower trust in food safety in these markets, along with a greater exposure to the effects of climate change on food production than in other regions.

Although ethical sourcing matters across categories, expectations vary by product. For bread, responsible sourcing is the #1 sustainability priority. Across Asia Pacific, the Middle East and Africa, South America and North America, 25% to 30% of consumers say sustainable bread should contain ethically sourced ingredients. In APAC, one in four consumers also believe minimising waste and pollution should be a top priority for bakeries.

Expectations are equally high for chocolate. Responsible sourcing is the leading sustainability concern globally, reflected in a 182% increase in online searches and conversations about “sustainably sourced chocolate” over the past year. Consumers in the Middle East & Africa (23%) and Europe (19%) also point to Cocoa Sustainability Programs as essential; initiatives that help make cocoa farming more responsible, resilient and traceable.

For pastry, responsible sourcing ranks slightly lower, though it remains in the global top three sustainability priorities. This may be due to pastry’s indulgent positioning or a less direct link to specific ingredients. Still, nearly one in four consumers worldwide consider responsibly sourced ingredients a must.

Transparency is developing from a niche nice-to-have into a global growth driver. Today’s consumers opt for brands that make their ethical choices visible. From ingredient origin to sustainable farming, shoppers want to see what you do right on the pack. A clear opportunity for food producers to build trust and future-proof their business. Brands that invest in traceable and sustainable supply chains and honest communication will be the ones consumers come back to.

Curious how the bakery and chocolate industry can apply sustainable farming methods? Get inspired by 4 frontrunning food concepts that use regenerative farming to lower their environmental footprint.