Competing for a Share of Sustainability Expenditure in the Food and Drink Manufacturing Industry 2010-2012

13 Jan 2011 • by Natalie Aster

London – “Cost savings, managing corporate reputation and attracting new customers are major drivers influencing sustainability efforts in the food and drinks industry. Post recession some 73% of industry players are looking to increase their sustainability budget over the next 12 months, with only 27% looking to decrease it. Some 27% of companies in food and drinks industry consider green marketing to be more effective than traditional marketing, whereas 20% consider it to be less effective.”

The report “Competing for a Share of Sustainability Expenditure in the Food and Drink Manufacturing Industry 2010-2012: Green Marketing Strategies and Drivers, Food and Drink Supplier Expenditure Activity” by iCD Research analyzes how food and drinks industry supplier companies perceive sustainability; the specific marketing strategies and practices being undertaken; how sustainability initiatives have been affected by the economic downturn; and what actions are being taken to minimize its negative effects. The report also examines category-level spending outlooks; green marketing budgets; supplier selection criteria; competitive structure developments; the principal challenges associated with the implementation of sustainability practices; market-specific growth opportunities; and the investment opportunities available for leading marketing decision makers.

Report Details:

Competing for a Share of Sustainability Expenditure in the Food and Drink Manufacturing Industry 2010-2012: Green Marketing Strategies and Drivers, Food and Drink Supplier Expenditure Activity

Published: November, 2010
Pages: 175
Price: USD 2,000

Report Sample Abstract:

How the Economic Downturn Has Affected Sustainability Initiatives

Of food manufacturer respondents, 22% identify sustainability management as a leading priority in the organization. Of drinks manufacturers, 32% state no changes to status prior to the crisis, while 14% of executives were of the opinion that it is being considered less important. In contrast to 3% of food manufacturers, no drinks manufacturer respondents dismissed the importance of sustainability completely.

Predictions of customer expenditure on sustainability - by company turnover

Further analysis of expenditure indicates that companies with turnover of less than US$100 million expect a brand renowned for its commitment to sustainable development, products attached with health and nutritional benefits and greener products with a lower environmental impact to experience the highest expenditure.

Similarly, companies with turnover between US$100 million and US$1 billion anticipate that products attached with health and nutritional benefits, products generated from organic farming and greener products with a lower environmental impact will experience greater expenditure.

Companies with turnover of US$1 billion or more anticipate that greener products with a lower environmental impact, a brand renowned for its commitment to sustainable development and ethical sourcing will experience increased customer expenditure.

More information can be found in the report “Competing for a Share of Sustainability Expenditure in the Food and Drink Manufacturing Industry 2010-2012: Green Marketing Strategies and Drivers, Food and Drink Supplier Expenditure Activity” by iCD Research.

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