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Description

Description

"Food shoppers, especially those aged 18-34, feel increasingly strongly about holding the brands they purchase to high ethical standards, making it imperative for food marketers and retailers to consider ethics in every aspect of their business practices. Still, food shoppers also take a range of other factors into account. In particular, there’s an opportunity to help shoppers balance the need to save money with a desire to make food choices that reflect their ethical standards"
- John Owen, Associate Director Food & Retail

This Report covers the following areas:

  • Food ethics isn’t always top of mind with food shoppers
  • Tap into a generational shift in attention to food ethics
  • Help shoppers balance savings and ethics

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Key takeaways
          • The issues
            • Ethical considerations secondary to other factors in purchase decisions
              • Figure 1: Overall food shopping priorities, October 2019
            • Most consumers want the brands they purchase to be ethical
              • Figure 2: Agreement about importance of brands following ethical business practices, October 2019
            • Concern about food ethics more focused on home cooking than foodservice
              • Figure 3: Importance of ethical claims, by meal type, October 2019
            • The opportunities
              • Younger consumers a key target for ethically-focused brands
                • Figure 4: Importance of ethical claims – Net: Any meal type, by age, October 2019
              • Food retailers can help young shoppers balance savings and ethics
                • Figure 5: Food and drink purchase locations – Most often, by age, October 2019
              • Ethically sourced store brands could give supermarkets a boost
                • Figure 6: Attitudes toward food ethics, by retailers shopped, October 2019
            • The Market – What You Need to Know

              • Most consumers want the brands they support to be ethical
                • Young adults also expect ethical guidance from companies
                • Market Factors

                  • Most consumers want the brands they support to be ethical
                    • Figure 7: Agreement about importance of brands following ethical business practices, October 2019
                  • Young adults expect ethical guidance, an opportunity for retailers and brands
                    • Figure 8: Agreement companies are responsible for guiding ethical choices, October 2019
                  • Increased DPI points to potential for ethical brands
                    • Figure 9: Disposable personal income change from previous period, January 2018-December 2019
                • Key Players – What You Need to Know

                  • Ethical and related claims on the rise
                    • Trend Driver Surroundings offers a strategic starting point
                    • What’s Happening

                      • Ethical and related claims on the rise in the overall food and drink market
                        • Figure 10: Incidence of select ethical and related claims in food product launches, 2013-19
                        • Figure 11: Incidence of select ethical and related claims in drink product launches, 2013-19
                      • Increasingly competitive food ethics landscape as private label steps up
                      • What to Watch

                        • Trend Drivers – what’s motivating change?
                          • Trend Driver Surroundings a starting point for ethically-driven brands
                            • ReGrained
                              • The Soulfull Project
                                • Sweet Science
                                  • Mighty Spark
                                  • The Consumer – What You Need to Know

                                    • Ethical considerations secondary to other factors in purchase decisions
                                      • Younger consumers a key target for ethically-focused brands
                                        • Shifting channel preferences make food ethics key for supermarkets
                                          • Natural food, online shoppers more engaged in ethics-based shopping
                                            • Transparency and trust are key
                                            • Overall Food Shopping Priorities

                                              • Ethical considerations secondary to taste, cost, freshness
                                                • Figure 12: Overall food shopping priorities, October 2019
                                              • Online shoppers align with natural food store shoppers
                                                • Figure 13: Overall food shopping priorities, by retailers shopped, October 2019
                                            • Importance of Ethical Claims

                                              • Food waste and locally grown draw greatest attention
                                                • Figure 14: Importance of ethical claims – Net: Any meal type, October 2019
                                              • Younger consumers focused on a wider array of ethical factors
                                                • Figure 15: Importance of ethical claims – Net: Any meal type, by age, October 2019
                                              • Concern about food ethics starts with home cooking
                                                • Figure 16: Importance of ethical claims, by meal type, October 2019
                                              • Natural food store and online shopper priorities align
                                                • Shifting channel preferences make food ethics key for supermarkets
                                                  • Figure 17: Importance of ethical claims – Net: Any meal type, by retailers shopped, October 2019
                                                • Consumers who eat less meat place importance on more ethical factors
                                                  • Figure 18: Importance of ethical claims – Net: Any meal type, by dietary preference, October 2019
                                              • Food-ethics-related Behaviors

                                                • Apart from recycling, most food-ethics-related behaviors at low levels
                                                  • Figure 19: Food-ethics-related behaviors, October 2019
                                                • Younger adults report wider array of ethical shopping behaviors
                                                  • Figure 20: Food-ethics-related behaviors, by age, October 2019
                                                • Natural food, online shoppers more engaged in ethics-based shopping
                                                  • Figure 21: Food-ethics-related behaviors, by retailers shopped, October 2019
                                                • Ethical shopping behaviors increase as meat consumption decreases
                                                  • Figure 22: Food-ethics-related behaviors, by dietary preference, October 2019
                                              • Attitudes toward Food Ethics

                                                • Essential to maintain transparency and trust
                                                  • Figure 23: Attitudes toward food ethics, October 2019
                                                • Young consumers likely to hold positive views of ethically sourced foods
                                                  • Figure 24: Attitudes toward food ethics, by age, October 2019
                                                • Ethically sourced store brands could give supermarkets a boost
                                                  • Figure 25: Attitudes toward food ethics, by retailers shopped, October 2019
                                                • Consumers who eat less meat hold positive views of ethically focused foods
                                                  • Figure 26: Attitudes toward food ethics, by dietary preference, October 2019
                                              • Food and Drink Purchase Locations

                                                • Food ethics a factor in increasingly competitive retail landscape
                                                  • Figure 27: Food and drink purchase locations, October 2019
                                                • An opportunity to help young shoppers balance savings and ethics
                                                  • Figure 28: Food and drink purchase locations – Most often, by age, October 2019
                                              • Dietary Preference

                                                • One in five reduce or eliminate meat from their diets
                                                  • Figure 29: Dietary preference, October 2019
                                                • Young consumers more likely to eliminate meat completely
                                                  • Figure 30: Dietary preference, October 2019
                                              • Appendix – Data Sources and Abbreviations

                                                • Data sources
                                                  • Consumer survey data
                                                    • Abbreviations and terms
                                                      • Abbreviations
                                                        • Terms

                                                        This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                        • Market

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                                                        • Consumer

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                                                        • Brand/Company

                                                          Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                        • Data

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                                                        Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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