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Strategy Briefing
Competitor Strategies in Ethical Labels
Oct 2018
US$1,325Added to Cart
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About This Report
New Report Guarantee
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
The global ethical labels market is undergoing a period of rapid evolution, driven by a range of factors, including digitalisation, globalisation and ethical consumerism. This briefing analyses the three pillars of ethical business looking at the latest strategies implemented by major food and drinks players, as well as global certification bodies such as Fairtrade and UTZ, in response to the stronger demand for transparency and responsible business.
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Overview
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Coca-Cola leads global ethical label sales but falls behind in diversification
Coca-Cola generated the highest value sales of products with at least one ethical label,reaching USD 73.8 billion as a result of the recycling claim used on its carbonated drinks bottles. However, with recycling claims now an expected industry standard, the carbonates giant will need to work harder to match the diverse investment in ethical initiatives by rivals such as Danone (in B Corp certification) and Nestlé (in growing its Cocoa Plan sourcing initiative) in order to retain the top spot.
Self-certification hits traditional certifiers
The Fairtrades of the world are still relevant for the moment because consumers know and trust them. However, as retailers and manufacturers take ownership of responsible sourcing strategies for tea, coffee and cocoa, there will continue to be a shift towards cost-efficient,alternative sourcing initiatives.
Technology is driving growth of alternative ethical models
The Fairtrades of the world are losing their status quo as a new wave of sustainably focused start-ups trial digital platforms such as blockchain and smart labelling to connect consumers much faster with the ethical credentials of brands. However, alternative ethical models are young, have yet to prove themselves at a global scale and will need to look to industry collaboration and strong branding to build credibility.
Building trust is a key part of success
Building trust will remain an active process. As retailers and manufacturers continue to look to emerging alternatives, the changing shape of commitments and plethora of claims could deter consumers. Transparency will be critical for manufacturers through regular reporting,external audits and strategic marketing. In some cases, collaboration with certifiers can help to validate ethical standards in the eyes of the consumer where certification or regulation is absent.
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Introduction
Scope
Key findings
Ethical labels research methodology
Evolution of Ethical Business
Three pillars of ethical business practice
Coca-Cola leads ethically labelled sales through its Coke brand
Changing strategies by giants will change ethical marketplace
Unilever, Danone and Lactalis show diversification is the way forward
Rivals can learn from the “green giant”
Learn and diversify to take top spots
Evolution of Ethical Business: A Shift from Traditional Certification
2017: self-certification gathers pace in chocolate
Mondelez’s Cocoa Life is the biggest company-led cocoa initiative
Fairtrade no longer fit for purpose in the UK?
Coffee leads in non-traditional certifying
Trust is key for company initiatives
What does a move away from traditional certification mean?
Evolution of Ethical Business: Alternative Ethical Models Rise
Alternative ethical models can offer better traceability
Three Cs to responsible business behaviour
Shared ownership re-defining “fair” trade
Divine Chocolate is pushing farmers to the top of the value chain
“Fairtrade” dairy borne out of low milk prices in France
B Corp certification, the next big ethical certification for global leaders?
Will Danone become the first global B Corp?
Fairtrade 2.0: is blockchain tracing out the future?
Evolution of Ethical Business: How Established Certifiers Can Survive
Traditional schemes must adapt to survive
The big three certifiers still have a position of strength
Fairtrade is responding by offering more choice
New Rainforest Alliance offers gold standard at scale and value
Rainforest Alliance and UTZ merger a complementary fit
Private label is a prospect for traditional certifiers
Example from British retailers
Innovation and flexibility of traditional certifiers is crucial
Case Studies: Global Players Invest in Ethics
Big business looking to start-ups for innovation
Acquisitions targeting clean and vegan eaters
Ethical positioning of NPDs can address demand for authenticity
Incubator brands front lining ethics
Danone’s acquisition of WhiteWave is a complementary fit…
…and will boost Danone’s ethical credentials
Conclusions
Bringing it all together: Predicting the future of ethical business
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.