Offering Ethicality & Sustainability in Food & Drinks

Introduction

The volume of information available regarding ethical and environmental issues has manifested in a growing number of global consumers not only acknowledging the urgency of such problems, but accepting personal responsibility to address them. In turn, industry players have acknowledged that environmentalism is now a key battleground in the fight to win the hearts and minds of consumers.

Scope

• Comprehensive analysis of consumer values, attitudes and behaviors with regard to ethical and environmentally friendly consumption
• Detailed analysis of the most influential claims pertaining to ethicality and sustainability, with specific focus on the food and beverage sector
• Comprehensive market growth forecasts for the food and non-alcoholic beverage organic and Fairtrade market segments
• Covers food and non-alcoholic beverages, across 18 countries in five regions, and incorporates two waves of proprietary consumer research

Highlights

Concern for the environment has intensified for the majority of global consumers in recent years. Indicative of just how significant the issue has become, about two-thirds of consumers are willing to endure some degree of economic burden to protect the environment a finding made even more relevant in the context of the global economic crisis

Many consumers are deeply skeptical about large corporations claiming to go green, as very few companies are seen as honest to begin with. Highlighting the credibility gaps that impede take-up of ethical products, over one-quarter of global consumers stated that corporations' declarations of their ethical practices were untrustworthy

Gender and age analysis reveals that the degree to which an ethical or environmental issue will resonate with consumers can vary by demographic. For example, senior consumers are most responsive to food and drinks touting minimum or reduced packaging benefits, when compared with organic or Fairtrade offerings

Reasons to Purchase

• Understand consumer attitudes towards the most pertinent ethical and environmental issues to help inform communication strategies
• Improve your marketing by following best-practice guidelines enabling more effective targeting with 'on-trend' products and relevant communications
• Access data from two waves of global primary research to increase the likelihood of being 'on-trend' with ethicality-led NPD and marketing activities