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Contents
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Contents
Introduction and Abbreviations
Premier Insights and Opportunities
Executive Summary
Driving Forces
Changing Opinions
Market Size and Segmentation
Ethical Supply Chain
Distribution
The Consumer – Understanding and Awareness
Detailed Demographics
The Consumer – Attitudes and Perceptions
Detailed Demographics
The Future and Forecast
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Attitudes Towards Ethical Foods - UK - August 2006
Table of Contents

Introduction and Abbreviations

Premier Insights and Opportunities

Fad or enduring trend?

Availability and choice

Growth potential

Is it ethical to promote ethics?

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

Baby and Nursery Equipment - UK - January 2012 -
...more >>
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

Organic Food - UK - October 2010 -
...more >>

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

Organic Food - UK - October 2010 -
...more >>

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

Coffee - UK - April 2012 -
...more >>

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

Coffee - UK - April 2012 -
...more >>

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

Organic Food - UK - October 2010 -
...more >>
Figure 13: Understanding the term ethical foods, March 2006

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 own children, 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 own children, 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 Special Groups, working status, ACORN group, household size, presence of children, ITV region, media users, and supermarket usage, March 2006

The Consumer – Attitudes and Perceptions

Organic Food - UK - October 2010 -
...more >>

Whose responsibility?

Figure 24: Attitudes to ethical foods, March 2006
The consumers?
Figure 25: Attitudes to ethical foods, by demographic sub-group, compared to average, March 2006
The government’s role is legislation
Companies should take responsibility
Not my fault – I just buy what’s on the shelf

Excuses excuses

Figure 26: Attitudes to ethical foods, March 2006

The unconvinced

Figure 27: Attitudes to ethical foods, March 2006
Limited involvement
Does it make a difference?

Are retailers off the hook?

Figure 28: Positive Correlation Attitudes to ethical foods, March 2006

Organic not ethical

Detailed Demographics

Ethical and Green Retailing - UK - September 2009 -
...more >>

Attitudes to ethical foods

Figure 29: Attitudes to ethical foods, March 2006
Figure 30: Attitudes to ethical foods, by age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, media usage, commercial TV viewing, supermarket usage, household size and car ownership, March 2006
Figure 31: Attitudes to ethical foods, by age, social grade, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, tenure, ITV region, ACORN group, media usage, commercial TV viewing, supermarket usage, household size and car ownership, March 2006
Figure 32: Attitudes to ethical foods, by age, social grade, marital status, lifestage, Mintel’s Special Groups, working status, tenure, ACORN group, ITV region, technology users, commercial TV viewing, household size, age of own children, supermarket usage and car ownership, March 2006

Consumer Typologies

Who should take responsibility for ethical-food shopping?
The Suppliers (25% of respondents)
Who are they?
Probably me, I’m not sure (57% of respondents)
Who are they?
Reassuring choices
Government (18% of respondents)
Who are they?
Independent measures
Figure 33: Attitudes to ethical foods, by age, social grade, lifestage, Mintel’s Special Groups, marital status, working status, tenure, ACORN group, ITV region, commercial TV viewing, age of own children and car ownership, March 2006
Figure 34: Cluster groups according to what defines ethical foods, March 2006
Figure 35: Correlation of supermarkets and attitudes to ethical foods, March 2006

The Future and Forecast

Organic Food - UK - October 2010 -
...more >>

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 36: Forecast of organic and Fairtrade products*, 2006-11
Fairtrade gaining market share

Factors used in the forecast