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The Future of Ethical Food and Drinks: Growth Opportunities In Organic and Sustainable Products And Packaging
Business Insights, Aug 2007, Pages: 134
The ethical market has increasingly moved away from its beginnings as a niche area catered for by a few specialist brands, towards the mass market mainstream. Food certification and other ethical labels are now an everyday feature of products sold across Europe and North America, popularised by greater consumer awareness and wider distribution. ‘The Future of Ethical Food and Drinks: Growth opportunities in organic and sustainable products and packaging’ is a new management report that analyzes core areas of the ethical sector such as organic and Fairtrade food and drink and how the ethical remit is widening into a number of other areas including ethical packaging, food miles, additives and GMOs. It also examines market penetration of ethical products and the strategies adopted by multinationals in response to this emergent and increasingly important determinant of buyer behaviour. Identify future growth opportunities in the ethical food and drinks market and create more effective marketing and NPD strategies to exploit this growth with the help of this new report.
Some key findings from this report...
-Over 46% of all new ethical products introduced in 2007 are
marked as recyclable, up from under 27% in 2005. In addition, a
further 2% plus of products are listed as being made from recycled
materials, using biodegradable packaging or reduced packaging.
-Coffee still accounts for more than half the Fairtrade sector,
with the S1.6 billion market largely confined to North America, the
original EU countries and Switzerland.
-Bakery and cereals and hot drinks represent the two largest
categories in organic and Fairtrade food and drinks, together
accounting for more than 22% of new products in 2007. Snacks,
ready meals and sauces, dressings and condiments are the next
best represented categories, each with more than 9% of launches.
-Higher quality food is the mos t important driver of ethical food
and drinks according to 36% of industry executives . Quality is a
major selling point across the range of ethical food and drinks and
is a primary consideration in justifying paying premium prices.
This new report will enable you to...
-Identify and understand the ethical issues that are expected to
dominate buying behavior in the future and those that are likely
to grow in importance.
-Benchmark the opinions of senior food and drinks executives
regarding the future of ethical food and drinks using this report’s
analysis of the results of our proprietary industry executive survey.
-Predict the size and distribution by geography and category of
the ethical food and drinks market using this report’s market
forecasts to 2011 detailing organic and Fairtrade market values.
-Improve the effectiveness of your marketing and NPD
strategies with this report’s assessment of future major
multinational ethical product marketing strategies and analysis of
NPD segmented by specific ethical initiatives including packaging,
Fairtrade, local sourcing and GMO-free products.
Key issues examined in this report...
-Widnening ethical remits create potential conflict between
ethical labels. The proliferation of ethical labels is already confusing
consumers and ethical credibility is further undermined by conflict.
For example, the Soil Association in the UK is refusing to certify
fairly traded food as organic because it has been imported via air
freight, causing pollution.
-Carbon footprint is emerging as a key focus. Potential new
legislation and consumer concerns are prompting companies to
look to reduce their carbon footprint usually through CSR programs,
increasingly by communicating direct to public e.g. Carbon Label.
-Lack of consensus regarding future ethical food and drinks
industry development. The industry survey results combined with the historic development path indicates there is a high level of uncertainty towards future industry development. The complex nature of the issues involved in ethical marketing and
a lack of suitable major acquisition target s fuel this uncertainty.
Your questions answered...
-What are the key emergent initiatives in ethical food and drinks?
-Which countries are experiencing the fastest growth in
socially-responsible grocery demand?
-How are new ethical initiatives driving new product development?
-Which product areas are leading ethical sales growth?
-What is the future outlook for key ethical sectors such as Fairtrade
and organic?
-How are European directives expected to impact on corporate
ethical policy?
-Who are the leading players in the ethical food and drinks market
and which key ethical concerns do they address?
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