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Sustainable Food and Drink - US - August 2010

The sustainable food and drink market in many ways is still in its infancy. As a food movement that began decades ago simply to offer a small segment of consumers all natural and organic products, it has now developed into a multi-billion dollar platform that crosses many industries beyond agriculture.

And well it should, considering that the vast majority of consumers (84%) have purchased sustainable food and drink in the past month. It's likely that more are actually buying products unknowingly—for the moment. Consider the fact that a consumer buying Starbucks coffee, whether at a Starbucks outlet, the supermarket, airport, or otherwise, may in fact be buying certified organic, Fair Trade coffee without reading the label carefully.

This report, the first of its kind offered from Mintel, delves into consumer behavior toward green and sustainable products with a particular focus on sustainable food and drink. Based on Mintel’s exclusive survey, the consumer sections make up the bulk of this report and capture information critical to manufacturers and retailers alike including:

  • Which product or packaging claims resonate most with consumers
  • What drivers and deterrents are at play in purchase decisions
  • The types of food and drink that consumers are buying, by sustainable claim
  • An in-depth focus on specific sustainable food and drink products that have come to market and consumer interest in these products, as well as willingness to purchase
  • Attitudes of consumers toward eco-friendly and sustainable products, segmented by food lifestyle
  • What select retailers and manufacturers are currently doing in terms of a sustainability platform, their end goals, challenges and successes
  • What’s driving the market forward, from new product innovations, to food safety scares
  • What’s slowing the market down, from reactive innovating that may be “too little, too late,” to increasing confusion even among current users of sustainable food and drink

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Other useful Mintel reports
        • Definition
          • Data sources
            • Consumer data
              • Advertising clips
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • Green population hasn’t shifted much during recession
                          • Retailer and manufacturer activity in sustainability
                            • Retailers
                              • Manufacturers
                                • The sustainable food and drink consumer
                                  • Purchase behavior with product and packaging sustainability claims
                                    • Purchase drivers and deterrents
                                      • All natural, organic, local, and Fair Trade claims lead sustainable food and drink purchases
                                        • Passionate foodies are primary users of sustainable food and drink
                                        • Insights and Opportunities

                                          • Key points
                                            • Motivation for purchase of green/sustainable products
                                              • Eco packaging and company reputation figure importantly in purchase decision
                                                  • Figure 1: Motivation for purchase of green/sustainable products, by age, May/June 2010
                                                  • Figure 2: Motivation for purchase of green/sustainable products, by household income, May/June 2010
                                              • Inspire Insights

                                                  • Apps Help Consumers Buy Ethically
                                                    • What it’s about
                                                      • What we’ve seen
                                                        • Implications
                                                          • Video Ads on Supermarket Shelves
                                                            • What it’s about
                                                              • What we’ve seen
                                                                • Implications
                                                                • Market Drivers

                                                                  • The green population hasn’t changed much in nearly four years
                                                                      • Figure 3: Green shopping segments, August 2006-January 2010
                                                                    • Meanwhile, lack of green awareness and green confusion underscore the hurdles the market faces
                                                                      • Food scares help the sustainable food and drink market
                                                                        • Reaction, rather than pro-action may hamper the market
                                                                        • Competitive Context

                                                                          • Consumers prioritize value and quality over sustainability
                                                                          • Retailer Activity in Sustainability

                                                                            • Key points
                                                                              • Overview
                                                                                • Figure 4: Where do people buy, and where do people buy the majority of their organic food and beverages?, September 2009
                                                                              • Walmart is a leader but is currently doing it covertly
                                                                                • Whole Foods Market
                                                                                  • Recent sustainable efforts
                                                                                    • Other retailers are also focusing on sustainable seafood
                                                                                    • Manufacturer Activity in Sustainability

                                                                                      • Key points
                                                                                        • The importance of a sustainability platform
                                                                                          • Innovating inside and out
                                                                                              • Figure 5: “Tomorrow’s Value Rating” of 10 largest food and beverage companies, 2010
                                                                                            • Company profiles
                                                                                              • Unilever
                                                                                                • Groupe Danone
                                                                                                • Innovations and Innovators

                                                                                                  • Key points
                                                                                                    • Particularly strong 2008-09 drive new innovation growth over last five years
                                                                                                      • Sustainable food and drink product launches 2005-10
                                                                                                        • Figure 6: New sustainable food and drink product launches, by category, 2005-10
                                                                                                      • Sustainable claims dominated by those that indicate purity
                                                                                                        • Figure 7: Top 20 sustainable food and drink product claims, 2005-10
                                                                                                      • Retailer brands lead the pack in sustainability claims
                                                                                                        • Figure 8: Top five companies/top three brands of sustainable food and drink product claims, 2005-10
                                                                                                      • Product innovations
                                                                                                        • Backlash fuels new designs and upcycling
                                                                                                          • Recent sustainable food and drink innovations and label claims
                                                                                                          • Advertising and Promotion

                                                                                                            • Relying on websites to fill in the blanks may be ineffective
                                                                                                              • Social media are also a backlash breeding ground
                                                                                                                • Recent television ads
                                                                                                                  • SunChips ads highlight the bag, not the snack
                                                                                                                    • Figure 9: SunChips Bag brings itself out of the trash bin to the compost pile, television ad, 2010
                                                                                                                    • Figure 10: SunChips People hold pictures to conceal trash, television ad, 2010
                                                                                                                  • Starbucks encourages greenness with free product
                                                                                                                    • Figure 11: Starbucks People trade in cups for mugs creating tree & forest design, television ad, 2010
                                                                                                                • The Impact of Sustainability Claims on Purchase Behavior

                                                                                                                  • Key points
                                                                                                                    • First things first…consumers are speculative at best
                                                                                                                      • General frequency of purchase of green/sustainable products
                                                                                                                          • Figure 12: Green or sustainable product purchase frequency, by gender, age and household income, May/June 2010
                                                                                                                        • Impact of sustainable product claims on purchase decision
                                                                                                                          • Overall
                                                                                                                            • Figure 13: Impact of sustainable product claims on purchase decision, May/June 2010
                                                                                                                          • Among current purchasers of sustainable products
                                                                                                                            • Figure 14: Impact of sustainable product claims on purchase decision among current purchasers, by age, May/June 2010
                                                                                                                            • Figure 15: Impact of sustainable product claims on purchase decision among current purchasers, by household income, May/June 2010
                                                                                                                          • Among non-purchasers of sustainable products
                                                                                                                            • Figure 16: Sustainable product claim awareness among non-purchasers, by age, May/June 2010
                                                                                                                            • Figure 17: Sustainable product claim awareness among non-purchasers, by household income, May/June 2010
                                                                                                                          • Impact of sustainable packaging claims on purchase decision
                                                                                                                            • Overall
                                                                                                                              • Figure 18: Impact of sustainable packaging claims on purchase decision, May/June 2010
                                                                                                                            • Among current purchasers of sustainable products
                                                                                                                              • Figure 19: Impact of sustainable packaging claims on purchase decision among current purchasers, by age, May/June 2010
                                                                                                                              • Figure 20: Impact of sustainable packaging claims on purchase decision among current purchasers, by household income, May/June 2010
                                                                                                                            • Among non-purchasers of sustainable products
                                                                                                                              • Figure 21: Sustainable packaging claim awareness among non-purchasers, by age, May/June 2010
                                                                                                                              • Figure 22: Sustainable packaging claim awareness among non-purchasers, by household income, May/June 2010
                                                                                                                          • Purchase Drivers and Deterrents With Sustainable Products

                                                                                                                            • Key points
                                                                                                                              • Drivers for sustainable product purchases
                                                                                                                                • By product claims
                                                                                                                                  • Figure 23: Drivers for sustainable product purchases, by gender, May/June 2010
                                                                                                                                  • Figure 24: Drivers for sustainable product purchases, by age, May/June 2010
                                                                                                                                  • Figure 25: Drivers for sustainable product purchases, by household income, May/June 2010
                                                                                                                                • By packaging claims
                                                                                                                                  • Figure 26: Drivers for sustainable product purchases, by gender, May/June 2010
                                                                                                                                  • Figure 27: Drivers for sustainable product purchases, by age, May/June 2010
                                                                                                                                  • Figure 28: Drivers for sustainable product purchases, by household income, May/June 2010
                                                                                                                                • Deterrents for sustainable product purchases
                                                                                                                                  • By product claims
                                                                                                                                    • Figure 29: Deterrents for sustainable product purchases, May/June 2010
                                                                                                                                  • By packaging claims
                                                                                                                                    • Figure 30: Deterrents for sustainable product purchases, May/June 2010
                                                                                                                                • Types of Sustainable Food and Drink Purchased

                                                                                                                                  • Key points
                                                                                                                                    • By product claim
                                                                                                                                      • Overview
                                                                                                                                        • Figure 31: Types of sustainable food and drink purchased, by product claim, May/June 2010
                                                                                                                                      • Over-indexing users of sustainable food and drink, by product claim
                                                                                                                                        • Fair Trade
                                                                                                                                          • Figure 32: Types of Fair Trade food and drink purchased, by top over-indexing users, May/June 2010
                                                                                                                                        • Organic
                                                                                                                                          • Figure 33: Types of organic food and drink purchased, by top over-indexing users, May/June 2010
                                                                                                                                        • All natural
                                                                                                                                          • Figure 34: Types of all natural food and drink purchased, by top over-indexing users, May/June 2010
                                                                                                                                        • Local
                                                                                                                                          • Figure 35: Types of local food and drink purchased, by top over-indexing users, May/June 2010
                                                                                                                                        • Reduced carbon footprint/emissions
                                                                                                                                          • Figure 36: Types of food and drink purchased with reduced carbon footprint/emissions claim, by top over-indexing users, May/June 2010
                                                                                                                                        • Made with energy from solar or wind power
                                                                                                                                            • Figure 37: Types of food and drink purchased with made with energy from solar or wind power claim, by top over-indexing users, May/June 2010
                                                                                                                                          • By packaging claim
                                                                                                                                            • Overview
                                                                                                                                              • Figure 38: Types of sustainable food and drink purchased, by packaging claim, May/June 2010
                                                                                                                                            • Over-indexing users of sustainable food and drink, by packaging claim
                                                                                                                                              • Packaging made from recycled materials
                                                                                                                                                • Figure 39: Types of sustainable food and drink purchased with made from recycled materials claim, by top over-indexing users, May/June 2010
                                                                                                                                              • Recyclable
                                                                                                                                                • Figure 40: Types of sustainable food and drink purchased with recyclable claim, by top over-indexing users, May/June 2010
                                                                                                                                              • Biodegradable/compostable
                                                                                                                                                • Figure 41: Types of sustainable food and drink purchased with biodegradable/compostable claim, by top over-indexing users, May/June 2010
                                                                                                                                              • Sustainable forestry
                                                                                                                                                • Figure 42: Types of sustainable food and drink purchased with sustainable forestry claim, by top over-indexing users, May/June 2010
                                                                                                                                              • Lightweight/reduced/minimal packaging
                                                                                                                                                • Figure 43: Types of sustainable food and drink purchased with lightweight/reduced/minimal packaging claim, by top over-indexing users, May/June 2010
                                                                                                                                              • Eco- or environmentally friendly
                                                                                                                                                • Figure 44: Types of sustainable food and drink purchased with eco- or environmentally friendly claim, by top over-indexing users, May/June 2010
                                                                                                                                            • Product Study: Consumer Interest in Select Sustainable Food and Drink

                                                                                                                                              • Good value, then eco-friendliness influence trial
                                                                                                                                                • Methodology
                                                                                                                                                  • Example 1: Domino Premium Pure Cane Granulated Sugar
                                                                                                                                                      • Figure 45: Domino Premium Pure Cane Granulated Sugar, May/June 2010
                                                                                                                                                    • Example 2: Starbucks Coffee From the Forest, for the Planet Whole Bean Coffee
                                                                                                                                                        • Figure 46: Starbucks Coffee From the Forest, for the Planet Whole Bean Coffee, May/June 2010
                                                                                                                                                      • Example 3: EarthGrains Eco-Grain 7-Grain Bread
                                                                                                                                                          • Figure 47: EarthGrains Eco-Grain 7-Grain Bread, May/June 2010
                                                                                                                                                        • Example 4: SunChips Garden Salsa Flavored Multi Grain Snack
                                                                                                                                                            • Figure 48: SunChips Garden Salsa Flavored Multi Grain Snack, May/June 2010
                                                                                                                                                          • Example 5: Traidcraft Geobar Fair Trade Raisin and Chocolate Cereal Bars
                                                                                                                                                              • Figure 49: Traidcraft Geobar Fair Trade Raisin and Chocolate Cereal Bars, May/June 2010
                                                                                                                                                            • Example 6: Waitrose Select Farm Semi-Skimmed Milk
                                                                                                                                                                • Figure 50: Waitrose Select Farm Semi-Skimmed Milk, May/June 2010
                                                                                                                                                            • Attitudes and Behavior Among Consumers of Differing Food Lifestyles

                                                                                                                                                              • Key points
                                                                                                                                                                • Organic milk and produce usage
                                                                                                                                                                    • Figure 51: Organic milk and produce usage, by food lifestyle segments, November 2008-December 2009
                                                                                                                                                                  • Attitudes toward diet, health, and food
                                                                                                                                                                      • Figure 52: Attitudes toward diet, health, and food, by food lifestyle segments, November 2008-December 2009
                                                                                                                                                                    • Attitudes toward the environment
                                                                                                                                                                        • Figure 53: Attitudes toward the environment, by food lifestyle segments, November 2008-December 2009
                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                        • Dedicators
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Considerers
                                                                                                                                                                                  • Demographics
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                        • Conditionals
                                                                                                                                                                                          • Demographics
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                                                  • Figure 54: Sustainability clusters, May/June 2010
                                                                                                                                                                                                  • Figure 55: Impact of sustainable product claims on purchase decision, by sustainability clusters, May/June 2010
                                                                                                                                                                                                  • Figure 56: Impact of sustainable product claims on purchase decision, by sustainability clusters, May/June 2010
                                                                                                                                                                                                  • Figure 57: Drivers for sustainable product purchases, by sustainability clusters, May/June 2010
                                                                                                                                                                                                  • Figure 58: Green or sustainable product purchase frequency, by sustainability clusters, May/June 2010
                                                                                                                                                                                                • Cluster demographics
                                                                                                                                                                                                  • Figure 59: Sustainability clusters, by gender, May/June 2010
                                                                                                                                                                                                  • Figure 60: Sustainability clusters, by age, May/June 2010
                                                                                                                                                                                                  • Figure 61: Sustainability clusters, by household income, May/June 2010
                                                                                                                                                                                                  • Figure 62: Sustainability clusters, by race, May/June 2010
                                                                                                                                                                                                  • Figure 63: Sustainability clusters, by Hispanic origin, May/June 2010
                                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                                • Custom Consumer Groups

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Impact of sustainable product claims on purchase decision
                                                                                                                                                                                                      • Among current purchasers of sustainable products
                                                                                                                                                                                                          • Figure 64: Impact of sustainable product claims on purchase decision among current purchasers, by gender and age, May/June 2010
                                                                                                                                                                                                          • Figure 65: Impact of sustainable product claims on purchase decision among current purchasers, by age and race, May/June 2010
                                                                                                                                                                                                          • Figure 66: Impact of sustainable product claims on purchase decision among current purchasers, by age and Hispanic origin, May/June 2010
                                                                                                                                                                                                        • Among non-purchasers of sustainable products
                                                                                                                                                                                                            • Figure 67: Sustainable product claim awareness among non-purchasers, by gender and age, May/June 2010
                                                                                                                                                                                                          • Drivers for sustainable product purchases
                                                                                                                                                                                                            • By product claims
                                                                                                                                                                                                                • Figure 68: Drivers for sustainable product purchases, by gender and age, May/June 2010
                                                                                                                                                                                                                • Figure 69: Drivers for sustainable product purchases, by age and race, May/June 2010
                                                                                                                                                                                                                • Figure 70: Drivers for sustainable product purchases, by age and Hispanic origin, May/June 2010
                                                                                                                                                                                                              • By packaging claims
                                                                                                                                                                                                                  • Figure 71: Drivers for sustainable product purchases, by gender and age, May/June 2010
                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • Accenture
                                                                                                                                                                                                                • Anheuser Busch-InBev
                                                                                                                                                                                                                • Ben & Jerry's Homemade Inc.
                                                                                                                                                                                                                • Boca Foods Company
                                                                                                                                                                                                                • Cadbury Schweppes Americas Confectionery
                                                                                                                                                                                                                • Cargill Incorporated
                                                                                                                                                                                                                • Clif Bar Inc.
                                                                                                                                                                                                                • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                • Costco Wholesale Corporation
                                                                                                                                                                                                                • Delhaize Group
                                                                                                                                                                                                                • Discovery Channel
                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                • Food Lion
                                                                                                                                                                                                                • Forest Stewardship Council
                                                                                                                                                                                                                • Frito-Lay, Inc
                                                                                                                                                                                                                • Greenpeace International
                                                                                                                                                                                                                • Groupe Danone
                                                                                                                                                                                                                • Heineken USA Inc.
                                                                                                                                                                                                                • Home Depot (USA)
                                                                                                                                                                                                                • Intel Corporation
                                                                                                                                                                                                                • Johnson & Johnson
                                                                                                                                                                                                                • Kmart Corporation
                                                                                                                                                                                                                • Kohl's Corporation
                                                                                                                                                                                                                • Kraft Foods Inc. (U.S.A.)
                                                                                                                                                                                                                • Marine Stewardship Council
                                                                                                                                                                                                                • Mars Incorporated
                                                                                                                                                                                                                • Monterey Gourmet Foods Inc.
                                                                                                                                                                                                                • Nairn's Oatcakes
                                                                                                                                                                                                                • National Geographic Society
                                                                                                                                                                                                                • National Nutritional Foods Association
                                                                                                                                                                                                                • Nestlé USA
                                                                                                                                                                                                                • OfficeMax, Inc
                                                                                                                                                                                                                • Organic Alliance
                                                                                                                                                                                                                • Organic Consumers Association
                                                                                                                                                                                                                • Organic Trade Association
                                                                                                                                                                                                                • Pepsi-Cola North America
                                                                                                                                                                                                                • PETCO Animal Supplies Stores, Inc.
                                                                                                                                                                                                                • Rainforest Alliance
                                                                                                                                                                                                                • Reuters Group PLC
                                                                                                                                                                                                                • SAM's Club
                                                                                                                                                                                                                • Starbucks Corporation
                                                                                                                                                                                                                • Stonyfield Farm
                                                                                                                                                                                                                • Supervalu Inc
                                                                                                                                                                                                                • Target Corporation
                                                                                                                                                                                                                • Tesco Plc
                                                                                                                                                                                                                • The Kroger Co.
                                                                                                                                                                                                                • The New York Times Company
                                                                                                                                                                                                                • Trader Joe's Company Inc
                                                                                                                                                                                                                • Traidcraft PLC
                                                                                                                                                                                                                • Tropicana Products Inc.
                                                                                                                                                                                                                • Turner Broadcasting System, Inc.
                                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                                • Tyson Foods Inc.
                                                                                                                                                                                                                • U.S. Department of Agriculture
                                                                                                                                                                                                                • U.S. Environmental Protection Agency
                                                                                                                                                                                                                • Unilever USA
                                                                                                                                                                                                                • University of Washington, The
                                                                                                                                                                                                                • USA Today
                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                • Washington Post Company (The)
                                                                                                                                                                                                                • Wegmans Food Markets, Inc
                                                                                                                                                                                                                • Whole Foods Market Inc
                                                                                                                                                                                                                • Wm. Wrigley Jr. Company
                                                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                                                Sustainable Food and Drink - US - August 2010

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