Fair Trade Strategies for Food and Drinks Companies

Date: May 1, 2011
Pages: 82
Price:
US$ 2,875.00
Publisher: Business Insights
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: F9218C06CD2EN
Leaflet:

Download PDF Leaflet

Fair Trade Strategies for Food and Drinks Companies
Introduction

In 2005, the global fair trade market broke through the €1 billion barrier and has been growing strongly ever since, reaching an estimated value of €3.4 billion in 2009. This level of development makes it one of the most promising trends for food and drinks manufacturers, particularly in light of the growing pressure for corporate and social responsibility.

Features and benefits
  • Assess the growth potential of key markets in the developed and developing world.
  • Examine the evolution of well-established fair trade product categories via case studies and individual product assessment.
  • Identify emerging product categories that offer significant development opportunities in the fair trade market.
  • Understand the progress made by private label offerings in the fair trade market and evaluate the potential threat to branded propositions.
  • Identify the key challenges facing food and drinks in the fair trade sector and benefit from useful insights into how to tackle them.

Highlights

The global retail market for Fairtrade certified products has grown at a compound rate of 32.5% over the period 2004-09. Considering the relatively mature state of the overall western food and drinks market, this represents a sizeable opportunity for growth for manufacturers and distribution companies.

If the leading Fairtrade retail markets (as recorded by FLO International) were to replicate the sales per capita of Ireland, which has the highest penetration rate, the value of the fair trade market could reach €25 billion.

Developing and implementing a credible and lasting fair trade strategy can no longer be done in isolation and instead requires complete integration with other key considerations, such a corporate policy towards the environment or health.

Your key questions answered
  • What are the leading markets in the global fair trade food and drinks sector?
  • What are the key challenges facing the fair trade food and drinks market?
  • Which product categories offer the best opportunities for fair trade food and drinks manufacturers?
  • What are the key building blocks of a sustainable fair trade strategy?
  • Who are the most innovative players on the global food and drinks fair trade market?
EXECUTIVE SUMMARY

Market dynamics
The evolution of fair trade strategies
Fair trade strategies case studies
The evolution of fair trade new product development
Conclusions
About the author
Disclaimer

INTRODUCTION

What is this report about?
What is fair trade?
Fair trade in context
  Ethical trade
  Sustainable trade
  Corporate Social Responsibility
  Conclusions
Key players
  Fairtrade International
  Traidcraft
  Rainforest Alliance
Fair trade terminology and report scope
Fair trade and corporate strategy
Report structure
NPD research methodology

MARKET DYNAMICS

Summary
Introduction
Global Fairtrade product sales
Number of Fairtrade certified producers
Regional and national Fairtrade product sales
Global Fairtrade sales by product category
Conclusions

THE EVOLUTION OF FAIR TRADE STRATEGIES

Summary
Introduction
From charity shop to the mainstream
  Phase 1: The genesis phase
  Phase 2: The niche market phase
  Phase 3: The mainstreaming phase
Fair trade mainstreaming – Challenges and opportunities using the UK example
  Costing and price issues
  Premiumization
  Product positioning
  The distribution challenge
  Building credibility
Fair trade and product category maturity
Fair trade and social media
  Leveraging the potential of social media
  Recruiting advocates
  Harnessing the energy of flash mobs

FAIR TRADE STRATEGY CASE STUDIES

Summary
Introduction
Fair trade and sustainability
Alignment with fair trade values and objectives
Cafédirect – portrait of a pioneer
A retailer’s ambitions – Marks & Spencer (M&S)
A good value fit – Ben & Jerry’s
A local champion – GEPA, the fair trade company

THE EVOLUTION OF FAIR TRADE NEW PRODUCT DEVELOPMENT

Summary
Introduction
Global fair trade NPD
Regional fair trade NPD dynamics
Evolution of product category NPD
  Hot drinks
  Confectionery
  Soft drinks
  Spreads
  Dairy
  Wine
  Pasta, noodles and rice

CONCLUSIONS

Summary
Introduction
Fair trade as a feature of provenance
The future of fair trade by product category
The future of fair trade by market
Fair trade mainstreaming challenges
  Using a holistic sustainable strategy to build fair trade credibility

Ask Your Question

Fair Trade Strategies for Food and Drinks Companies
Company name*:
Contact person*:
Phone/fax*:
Email*:
Request invoice
Your enquiry: