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ReportsnReports - The future of sustainability in food and drinks


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This report aims to understand consumer attitudes towards sustainability, and the latest trends in the sustainable food and drinks market , in order to identify key opportunities for innovation and growth.

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ReportsnReports - The future of sustainability in food and drinks

  1. 1. The Future of Sustainability in Food and DrinksPublished:September 2011No.of Pages:108Price:US $ 2875IntroductionConsumers increasingly expect companies to take a lead role in addressing sustainabilityconcerns, and are more willing to act on their sustainable values and shop ethically. Thisreport aims to understand consumer attitudes towards sustainability, and the latest trendsin the sustainable food and drinks market , in order to identify key opportunities forinnovation and growth.Features and benefits* Assess the range of different “green” behaviors exhibited by consumers and understanddifferent green consumer segments.* Understand how to target high potential green consumer segments and effectively alterbrand or product positioning to appeal to other segments.* Gain an insight into how consumers judge sustainability claims and understand how toeffectively communicate sustainability benefits to consumers.* Assess the key routes (organic, Fairtrade, and eco-labeling) to making products moresustainable and appraise the size of key sustainable categories.* Review some of the major sustainability certifications: what they stand for, and their levelof uptake.HighlightsSustainability is now a mainstream issue. Most consumers are acutely aware of its extentand impact, ranking environmental concerns as a high priority. Today’s consumers areacting on their values and consider ethical shopping as a way to support their commitments,evaluating the environmental impact of a product when making purchasing decisions.Consumers are willing to pay a premium for sustainable products if it can be justifiedthrough superior performance or additional benefits such as health or future cost savings.The most popular sustainable behaviors, such as using energy efficient appliances or buyinglocally produced goods, are also budget friendly.Lack of awareness of sustainable alternatives and confusion over certification labels andmanufacturer claims is the greatest obstacle to sustainable consumption. There is asignificant opportunity for companies to assist consumers to make more sustainablepurchases through improvements in marketing and on-pack information.
  2. 2. Your key questions answered* What’s the size of the organic and Fairtrade markets and how widespread is the uptake of,and knowledge of, Fairtrade and organic goods?* What are the key things consumers look for in sustainable food and drinks brands andproducts, and do their buying habits support their beliefs?* What different types of green consumer exist, how is their behavior characterized, andhow prevalent are these green consumers within the population?* What information channels do consumers use to assess sustainability issues and greenproducts? How can food and drinks companies leverage them?* What attributes must a sustainable food and drinks product have and how do they relateto traditional drivers such as value for money or convenience?Table Of ContentsAbout the authorDisclaimerEXECUTIVE SUMMARYWhat is sustainability?Consumer attitudes to sustainabilitySegmentation of sustainable consumersThree key routes to sustainable food and drinksQuantifying the sustainable marketFuture opportunities in sustainable food and drinksWhat is sustainability?SummaryIntroductionA brief history of sustainable developmentConsumption is outstripping bio-capacitySo what does sustainability mean?Sustainable productionSustainable businessThe business case for sustainabilityConsumer attitudes to sustainabilitySummaryIntroductionSustainable consumption in contextConsumers are willing to act on their concernsSustainable consumer motives and buying strategiesConcern about the planet’s long term ability to sustain quality of lifePopular green behaviors are also budget friendlyHowever, green products can command a premiumDespite the economic downturn, consumers still care about being “green”Consumers have high expectations of companiesConsumers lack information and don’t know who to trustGreen is growing in importance for shoppers
  3. 3. Sustainable consumers increasingly rely on the InternetSegmentation of sustainable consumersSummaryIntroductionSustainable market segmentationsBritish Market Research Bureau segmentationNatural Marketing Institute SegmentationClimate Group SegmentationGreen as a lifestyleSegmentation by interestThree key routes to sustainable food and drinksSummaryIntroductionSustainable FoodFairtradeOrganicOrganic pricingEco-LabelingRainforest AllianceMarine Stewardship CouncilRSPCA Freedom FoodUTZ Certified Good InsideThe Carbon Reduction LabelQuantifying the sustainable marketSummaryIntroductionFairtradeOrganic opportunities in the global food and drink marketSustainability in the downturnFuture directions in sustainable food and drinksSummaryIntroduction: the business imperative for sustainabilityFuture directions in sustainability in food and drinksHow consumer attitudes to sustainability are developingFuture directions in the sustainable food and drinks marketAppendixGlossaryBibliographyLIST OF TABLESTable: Fairtrade food and drink market value, selected countries in Europe and the US, £m,2005-2015Table: Organic food and drink market value, selected countries in Europe and the US, £bn,2005-2015LIST OF FIGURESFigure: Principles of sustainable productionFigure: The evolution of sustainable business
  4. 4. Figure: The triple bottom lineFigure: Average ethical spend per UK household, £ per yearFigure: Ethical behaviorsFigure: Environmental issues that concern consumers, % of respondents, 2009Figure: Sustainable behaviors, % of respondents, 2009Figure: Barriers to Green Purchasing, % of respondents, 2008Figure: Consumers think it is important for companies to be green: consumer attitudes tocompanies’ green behavior, % of 1,000 respondents, 2008Figure: GoodGuide.Com ScorecardFigure: GoodGuide.Com CriteriaFigure: NMI segmentation modelFigure: Principles of sustainable foodFigure: Fairtrade CertificationFigure: Current Fairtrade product categoriesFigure: A selection of international organic labelsFigure: UK Organic TrademarksFigure: Spending frequency of organic buyers in 2010Figure: Top nine reasons for buying organic products, % of respondentsFigure: Some prominent certification labelsFigure: Examples of Rainforest Alliance certified productsFigure: 2010 Rainforest Alliance Certification achievementsFigure: Examples of MSC products from the UKFigure: UTZ Certified Good Inside brandsFigure: Carbon Label cheat sheetFigure: Walkers Carbon FootprintFigure: Daily consumption of key Fairtrade categories in the UK, 2011Figure: Examples of Fairtrade productsFigure: Creative campaigns that drive growth – Soil Association’s “Why I love Organic”campaignAbout Us:ReportsnReports is an online library of over 100,000+ market research reports and in-depthmarket research studies & analysis of over 5000 micro markets. We provide 24/7 online andoffline support to our customers. Get in touch with us for your needs of market researchreports.Follow us on Twitter: Facebook Page: Rambler road,Suite727,Dallas,TX75231Tel: + 1 888 391 5441E-mail: sales@reportsandreports.comhttp://www.reportsnreports.comVisit our Market Research Blog