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Published by: Mintel International Group Ltd.
Published: Aug. 1, 2006 - 79 Pages
Table of Contents
- INTRODUCTION AND ABBREVIATIONS
- Definition
- Organic
- Fairtrade
- Consumer research
- ACORN
- ABBREVIATIONS
- EXECUTIVE SUMMARY
- Attractive ethics
- Under the spotlight
- Company ‘greenwash’
- Funding values
- Organics deliver
- Fairtrade growing fast
- Buying into the market lifestyle
- Free range goes mainstream
- Big boys want to play
- Key findings from Mintel’s consumer research
- Hanging on for the future
- DRIVING FORCES
- Figure 1: Driving forces in the ethical-food market, 2006
- Targets not legislation
- Interest groups
- Corporate responsibility
- Mainstream matters
- Organics in supermarkets
- Making a difference to Fairtrade
- Local and regional ethical sourcing
- Bottled water comes under fire
- Ethical gains
- Growth in the supplier base
- Alternative routes
- Hitting all the buzzers
- Addressing the shortfall
- MEDIA
- Generating interest
- Scaling the benefits
- Greenprint lifestyle
- Foodservice, restaurants and catering
- Out-of-home developments
- Celebrities share the spotlight: ‘Green is the new black’
- Classifying consumers
- New premium consumers
- Sophisticated schizophrenia
- CHANGING OPINIONS
- Growth in consciousness
- Figure 2: Agreement with lifestyle statements on ethical issues, 2005
- Paying for the benefits
- Figure 3: Types of food worth paying a higher price for, September 2006
- MARKET SIZE AND SEGMENTATION
- Is it possible to quantify ethical foods?
- Figure 4: Estimated UK sales of ethical foods, 2002-06
- Organic
- Figure 5: UK retail value sales of organic food and non-alcoholic drink, 2001-06
- Families and organics
- Health matters
- Different shades of green
- Different treatment
- Successful segments
- Future strategies for organic?
- Fairtrade Mark
- Figure 6: UK value sales of Fairtrade certified products, 2001-05
- Figure 7: UK value sales of Fairtrade certified products, by sector, 2005
- Coffee trades
- Success breeds success
- Moving into mainstream
- Extending the brand
- Fairtrade Fortnight
- Free-range eggs
- Freedom Foods
- Compromising ethics
- Farmers’ markets
- Buying into the lifestyle
- Overall conclusions
- ETHICAL SUPPLY CHAIN
- A changing supply base
- Adequate returns
- Developing specialisation
- Boosting ethical credentials through acquisition
- Own-label success
- BRAND ACTIVITY/SUPPLIER PROFILES
- Cafédirect
- Fairtrade success
- Targeting higher spenders
- Promoting values
- Figure 8: Above-the-line spend on Cafédirect brands £s, 2001-05
- Day Chocolate Company
- Boosting brand profile
- Rebranding for the future
- Figure 9: Above-the line spend on Divine brands £s, 2001-05
- Duchy Originals
- Local and organic
- Lifestyle aspirations
- Figure 10: Above-the line spend on Duchy Originals brands, 2002 and 2005
- Extending the range
- Green & Black’s
- Independent advantages
- Figure 11: Above-the line spend on Green & Black’s brands, 2001-06
- Taking the brand forward
- Yeo Valley Group Ltd
- Health promotion
- Figure 12: Above-the line spend on Yeo Valley brands, 2001-06
- Targeting food-market trends
- OTHER COMPANIES
- Doves Farm
- Noble Foods
- Riverford Organics
- The Ethical Foods Company
- Traidcraft
- DISTRIBUTION
- Channel evolution
- Supermarket sweeps
- Discounters engaged
- Co-op takes the lead
- Co-op claims many firsts
- Risk of ‘ghetto-ising’
- Small matters
- Role for independents
- THE CONSUMER - UNDERSTANDING AND AWARENESS
- Figure 13: Understanding the term ethical foods, March 2006
- Key conclusions
- Defining the market
- Fairtrade Mark comes first
- Organics - healthy or ethical?
- A side effect of going mainstream
- The usual ‘foodie’ suspects
- Figure 14: Ethical foods means buying Fairtrade products, by demographic group, compared to average,March 2006
- Income develops interest
- Getting the product right
- Figure 15: Defining ethical foods, by Mintel’s Special Group, March 2006
- How many causes?
- Figure 16: Repertoire of ethical food associations, March 2006
- Open-mindedness comes with age
- DETAILED DEMOGRAPHICS
- TGI statements
- Figure 17: Agreement with lifestyle statements on ethical issues, 7-10-year-olds and 11-14-year-olds, 2001-05
- Figure 18: Agreement with lifestyle statements on ethical issues, 2001-05
- Defining ethical foods
- Figure 19: Understanding the term ethical foods, March 2006
- Figure 20: Understanding the term ‘ethical foods’, by age, social grade, marital status, lifestage, age of ownchildren, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, media users,commercial TV Viewing, supermarket usage and car ownership, March 2006
- Figure 21: Understanding the term ‘ethical foods’, by age, social grade, marital status, lifestage, age of ownchildren, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, media users,commercial TV Viewing, supermarket usage and car ownership, March 2006
- Repertoire of ethical food associations
- Figure 22: Repertoire of ethical food associations, March 2006
- Figure 23: Repertoire by age, social grade, marital status, lifestage, age of own children, Mintel’s SpecialGroups, working status, ACORN group, household size, presence of children, ITV region, media users, andsupermarket usage, March 2006
- THE FUTURE AND FORECAST
- Making progress
- Supply issues
- Fairtrade for UK suppliers?
- Ethical conflicts
- ...and questions
- Green and chameleon
- Forecasted growth for organic and Fairtrade
- Ethical foods continue their advance
- Figure 24: Forecast of organic and Fairtrade products, 2006-11
- Fairtrade gaining market share
- FACTORS USED IN THE FORECAST
- APPENDIX: RESEARCH METHODOLOGY
AbstractThe ethical food suppliers traded on the fringes for many years. Some sectors such as free range eggs have become strongly established. However now many more segments have entered the mainstream foods sector. This has been marked by the extension of major brands and retailers into the sector. High growth rates in some sectors of the market have been a factor, indicating the level of interest garnered by products such as fairtrade foods and beverages.
The extension of ethical product ranges has enabled consumers to purchase across a growing range of categories this in turn has driven further investment and interest in the sector. This spotlight has been important in developing sales but can the market become self sustaining in the longer term.
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