The Future of Sustainability in Food and Drinks

Consumers increasingly expect companies to take a lead role in addressing sustainability concerns, and are more willing to act on their sustainable values and shop ethically. This report aims to understand consumer attitudes towards sustainability, and the latest trends in the market for sustainable food and drinks, in order to identify key opportunities for innovation and growth.Assess the range of different “green” behaviors exhibited by consumers and understand different green consumer segments.Understand how to target high potential green consumer segments and effectively alter brand or product positioning to appeal to other segments.Gain an insight into how consumers judge sustainability claims and understand how to effectively communicate sustainability benefits to consumers.Assess the key routes (organic, Fairtrade, and eco-labeling) to making products more sustainable and appraise the size of key sustainable categories.Review some of the major sustainability certifications: what they stand for, and their level of uptake.Sustainability is now a mainstream issue. Most consumers are acutely aware of its extent and impact, ranking environmental concerns as a high priority. Today’s consumers are acting 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 justified through superior performance or additional benefits such as health or future cost savings. The most popular sustainable behaviors, such as using energy efficient appliances or buying locally produced goods, are also budget friendly.Lack of awareness of sustainable alternatives and confusion over certification labels and manufacturer claims is the greatest obstacle to sustainable consumption. There is a significant opportunity for companies to assist consumers to make more sustainable purchases through improvements in marketing and on-pack information.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 and products, and do their buying habits support their beliefs?What different types of green consumer exist, how is their behavior characterized, and how prevalent are these green consumers within the population?What information channels do consumers use to assess sustainability issues and green products? How can food and drinks companies leverage them?What attributes must a sustainable food and drinks product have and how do they relate to traditional drivers such as value for money or convenience?

Table of contents

 * EXECUTIVE SUMMARY
o What is sustainability?
o Consumer attitudes to sustainability
o Segmentation of sustainable consumers
o Three key routes to sustainable food and drinks
o Quantifying the sustainable market
o Future opportunities in sustainable food and drinks
* What is sustainability?
o Summary
o Introduction
o A brief history of sustainable development
+ Consumption is outstripping bio-capacity
o So what does sustainability mean?
o Sustainable production
o Sustainable business
+ The business case for sustainability
* Consumer attitudes to sustainability
o Summary
o Introduction
o Sustainable consumption in context
+ Consumers are willing to act on their concerns
o Sustainable consumer motives and buying strategies
+ Concern about the planet’s long term ability to sustain quality of life
+ Popular green behaviors are also budget friendly
+ However, green products can command a premium
+ Despite the economic downturn, consumers still care about being “green”
+ Consumers have high expectations of companies
+ Consumers lack information and don’t know who to trust
+ Green is growing in importance for shoppers
+ Sustainable consumers increasingly rely on the Internet
* Segmentation of sustainable consumers
o Summary
o Introduction
o Sustainable market segmentations
+ British Market Research Bureau segmentation
+ Natural Marketing Institute Segmentation
+ Climate Group Segmentation
+ Green as a lifestyle
+ Segmentation by interest
* Three key routes to sustainable food and drinks
o Summary
o Introduction
o Sustainable Food
o Fairtrade
o Organic
+ Organic pricing
o Eco-Labeling
+ Rainforest Alliance
+ Marine Stewardship Council
+ RSPCA Freedom Food
+ UTZ Certified Good Inside
+ The Carbon Reduction Label
* Quantifying the sustainable market
o Summary
o Introduction
+ Fairtrade
+ Organic opportunities in the global food and drink market
o Sustainability in the downturn
* Future directions in sustainable food and drinks
o Summary
o Introduction: the business imperative for sustainability
o Future directions in sustainability in food and drinks
+ How consumer attitudes to sustainability are developing
+ Future directions in the sustainable food and drinks market
* Appendix
o Glossary
o Bibliography
* TABLES
o Table: Fairtrade food and drink market value, selected countries in Europe and the US, £m, 2005-2015
o Table: Organic food and drink market value, selected countries in Europe and the US, £bn, 2005-2015
* FIGURES
o Figure: Principles of sustainable production
o Figure: The evolution of sustainable business
o Figure: The triple bottom line
o Figure: Average ethical spend per UK household, £ per year
o Figure: Ethical behaviors
o Figure: Environmental issues that concern consumers, % of respondents, 2009
o Figure: Sustainable behaviors, % of respondents, 2009
o Figure: Barriers to Green Purchasing, % of respondents, 2008
o Figure: Consumers think it is important for companies to be green: consumer attitudes to companies’ green behavior, % of 1,000 respondents, 2008
o Figure: GoodGuide.Com Scorecard
o Figure: GoodGuide.Com Criteria
o Figure: NMI segmentation model
o Figure: Principles of sustainable food
o Figure: Fairtrade Certification
o Figure: Current Fairtrade product categories
o Figure: A selection of international organic labels
o Figure: UK Organic Trademarks
o Figure: Spending frequency of organic buyers in 2010
o Figure: Top nine reasons for buying organic products, % of respondents
o Figure: Some prominent certification labels
o Figure: Examples of Rainforest Alliance certified products
o Figure: 2010 Rainforest Alliance Certification achievements
o Figure: Examples of MSC products from the UK
o Figure: UTZ Certified Good Inside brands
o Figure: Carbon Label cheat sheet
o Figure: Walkers Carbon Footprint
o Figure: Daily consumption of key Fairtrade categories in the UK, 2011
o Figure: Examples of Fairtrade products
o Figure: Creative campaigns that drive growth – Soil Association’s “Why I love Organic” campaign
Report
Published by
Business Insights
Published on
30 Sep 2011
Product code
BI00055-002
Pages
108
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