Table of Contents
Issues in the Market
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- Key issues
- 4 key themes
Insights and Opportunities
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- Insights
- Opportunities for the multiple grocers
- Carbon trading
- Making the online retailing the greener way to shop
- Celebrities sell food
- Opportunities
- Incentivising action
- Editing choice
Market in Brief
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- Stern warnings on climate change
- Urgent reductions in UK carbon emissions
- The role of green grocery
- Organics and Fairtrade show the way
- Universal labelling essential
- Step-by-step involvement
- Staying green in the future
Fast Forward Trends
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- Back to my roots
- What's it about?
- Observations
- Specifics
- Market touchpoints/implications
- Science, salvation and enchantment
- What’s it about?
- Observations
- Specifics
- Market touchpoints/implications
Internal Market Environment
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- Key Points
- Stern report
- Apathy vs activism
- The ‘I can’ generation – decline of deference and the rise of individualism
- Is shopping the new politics?
- Think global, act local
- The media
- Newspapers
- TV channels
- An Inconvenient Truth
- Corporate social responsibility
- The green advantage
- Mainstreaming of green politics
- Green signposts
- Packaging
- Want not waste (not)
Broader Market Environment
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- Key Points
- UK vs. the rest of the world – carbon footprint
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- Figure 1: Annual average carbon footprints, per person by selected countries, 2006
- One-person households
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- Figure 2: Changes in UK household size, 2002-12
- Customisation
- Single units make large impact
- AB socio-economic status growing
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- Figure 3: Changes in socio-economic status, 2002-12
- ABs drive change
- Ageing population
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- Figure 4: Changes in the UK demographic profile, by age, 2001-06
- Young choices
- Future
- The grey greens
- Future
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- Figure 5: Carbon footprint of the over-50s by age (UK), year2006
Competitive Context
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- Food leaves big prints
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- Figure 6: Average annual personal carbon scores per household appliance/service (kg)
- Other ethical food models
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- Figure 7: UK growth rate of ethical food and drinks products by sector 2002-06
- Organic growth
- Fairtrade
- Farmer’s markets
- Food politics – competing for the green pound
- Carbon offsetting
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Carbon labelling
- Changing packaging
- Compostable packaging
- Easter eggs have been identified as the bête noire
- Tea time
Dilemmas in the market – Ethical vs. Environmental Consumerism
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- Key Points
- Food miles vs. carbon footprint
- Distance travelled vs means of transport
- Helping consumers to chose
- Fairtrade vs. low carbon footprint
- Fairtrade air-trade
- Long distance organics
The Future
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- Key Points
- Sustaining sustainability
- Green dictators
- The green consumer – an oxymoron?
- Carbon offsetting
Companies and Products
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- Key Points
- Retailer profiles
- Poachers turned gamekeeper?
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- Figure 8: Summary of grocery retailer corporate responsibility policies, April 2007
- Company profiles
- Walkers
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- Figure 9: Make-up of carbon footprint of Walkers cheese & onion crisps pack 2006
- Innocent
- Nestlé
- Belu Mineral Water
Brand Communication and Promotion
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- Key Points
- Green is the new black
- Greenwash
- Advertising corporate commitment
- Environmental branding
Consumer 1 – Defining the Consumer – TGI
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- Key Points
- Ethical living on the rise
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- Figure 10: Agreement with selected lifestyle statements, 2002-06
- Ethical interest grows
- Eating greens
- …is a dilemma for the consumer…
- …. and for the multiple grocers
- Older consumers take up environmental causes…
- …but some feel excluded
- The cost of being green
- Recycling on the up
- Young consumers are the future
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- Figure 11: Agreement with lifestyle statements on environmental issues, 7-14-year-olds, 2002-06
- Green pester power
- Under 10s’ black and white view of green
- Parental influence…
- …or children influencing parents
- Young environmental concerns
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- Figure 12: Level of concern about environmental issues, 7-14-year-olds, 2002-06
- Children’s environmental angst deepens
- From worried to very concerned
Consumer 2 – The Consumer Journey
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- Key Points
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- Figure 13: Actions now undertaken more often to help the environment, February 2007
- Consumers turning greener
- Saving the planet – and money
- Less action on sourcing
- Age determines action
- The expense factor
- Special circumstances
- Repertoire analysis of environmental actions undertaken
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- Figure 14: Repertoire of actions of environmental help undertaken to reduce their carbon footprint February 2007 (row %)
- Ethical enthusiasts Es score highly as they are the most likely to be retired.
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- Figure 15: propensity to undertake seven or more actions to reduce carbon foot print, February 2007
- Younger consumers and those with families are the least concerned
- Repertoire of actions taken by the activity undertaken
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- Figure 16: Repertoire of Environmental activities to reduce carbon footprint by the type of environmental activity engaged in, February 2007 (column %)
- Easy steps first
- Hierarchy of actions
Consumer 3 – Changing Consumer Food Purchasing Habits
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- Key Points
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- Figure 17: Agreement with statement that concern for the environment has meant any changes in the way you shop, February 2007
- Could do better
- It takes time to be green
- Less change among young families
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- Figure 18: Repertoire of environmental actions undertaken to reduce carbon footprint by agreement as to whether or not they have made any changes in their grocery shopping, February 2007
- Committed to change
- Potential for improvement
Consumer 4 – Reasons For Not Changing Behaviour
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- Key Points
- Motivations for not changing behaviour
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- Figure 19: Motivations for not prompting a change in shopping behaviour, February 2007
- Barriers to change
- Those with a family have to run to a tighter budget
- Costs curb the young
Consumer 5 – Motivations for Changing Behaviour
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- Key Points
- Motivations for changing behaviour
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- Figure 20: Motivations for changing behaviour, February 2007
- A benevolent approach
- Philanthropy not pressure
- Is the supermarket trolley replacing that ballot box?
- Delivering the message
Appendix
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- Introduction
- Consumer research
- ACORN
- Abbreviations
- Consumer 1 – Defining the consumer – Detailed Demographics
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- Figure 21: Agreement with selected lifestyle statements, by demographic sub-group, 2006
- Figure 22: Agreement with selected lifestyle statements, by demographic sub-group, 2006
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- Figure 23: Agreement with lifestyle statements on environmental issues, 7-14-year-olds, by demographic sub-group, 2006
- Consumer 2 – The Consumer Journey – Detailed demographics
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- Figure 24: Actions now undertaken more often to help the environment, February 2007
- Figure 25: Actions now undertaken more often to help the environment, February 2007
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- Figure 26: Actions now undertaken more often to help the environment, February 2007
- Figure 27: Actions now undertaken more often to help the environment, February 2007
- Repertoire Analysis – Further Analysis – Detailed Demographics
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- Figure 29: Repertoire of Environmental activities to reduce carbon footprint by the type of environmental activity engaged in, February 2007 (col %)
- Consumer 3 – Changing Food Purchasing Habits – Detailed Demographics
- Consumer 4 – Reasons for not changing behaviour – Detailed Demographics
- Consumer 5 – Motivations for changing behaviour – Detailed Demographics
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- Figure 34: Motivations for changing behaviour, February 2007
- Other analysis not included in the main body of the report
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