Nextin cited twice alongside Cargill and IFF on sustainability article

This week Food Business News cited Nextin Research twice in a feature on sustainability claims, alongside voices from Cargill, IFF, Corbion, and Sensient.

"Consumers are already pushing back against greenwashing and generic sustainability claims," said Nicole Hill, Vice President of Strategy, Insights and Innovation. "In our 2026 Nextin Food survey, 16% of consumers said they want to see fewer generic sustainability claims that aren't backed up, like 'green' or 'eco-friendly.'"

Certifications are a different story. Our Functional Ingredient research found 20% of consumers are more likely to buy a product that's Certified Naturally Grown, while Fair Trade, Regenerative Organic, and Climate Neutral each move purchase intent for more than 10%.

The signal for brands and suppliers: substantiation is the differentiator, not the claim.