Hain Celestial UK Case Study: responding to consumer demands for healthy and ethically sourced food

Introduction

This case study on Hain Celestial UK forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It focuses on how the company has gained success with its portfolio of healthy, environment friendly and ethical food and drink brands, particularly its most famous brand, the Linda McCartney line of vegetarian ready meals.

Scope

Highlights

Reasons to Purchase

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

• Datamonitor View
• Catalyst
• Summary
• Analysis
  • Consumers expect their food to be healthy and sourced ethically
  • Food companies are addressing consumers' ethical demands with greener product ranges and business practices
  • Rising obesity levels and media scrutiny have prompted consumers to focus on the healthiness of their diet
  • Soy-based products and meat-free foods are ideally placed to cater for consumer health and ethical demands
  • Hain Celestial UK is a leading manufacturer of healthy, packaged foods that have a strong ethical profile
  • Hain Celestial UK is a recently formed company that has won plaudits for its ethical credentials
  • The company has set out business targets to improve its impact on the environment
  • Hain's UK division focuses on three food sectors that address health and ethical issues
  • Hain's frozen ready meal range capitalizes on the demand for meat-free products from both vegetarians and 'meat reducers'
  • Hain's soy and rice-based beverages are promoted as being healthy alternatives to dairy
  • Hain's sandwich brands capitalize on the fresh and on-the-go trends
  • Conclusions
• Appendix
  • Case study series
  • Methodology
  • Secondary sources
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
• List of Tables
  • Table 1: Value of vegetable-based ready meals and soy milk markets in Europe ($m), 2003-13
• List of Figures
  • Figure 1: Italian consumers are the most likely in Europe to avoid companies based on their poor ethical record
  • Figure 2: Only a small proportion of consumers have reduced their ethical purchases due to the downturn
  • Figure 3: Many consumers show a keen interest in improving their health
  • Figure 4: Meat-free foods launched globally, by stock keeping unit, 2004-08
  • Figure 5: Dairy substitute beverages launched globally, by stock keeping unit, 2004-08
  • Figure 6: Hain Celestial has three ready meal brands that concentrate on offering vegetarian foods
  • Figure 7: Reducing meat consumption is a priority for a significant proportion of consumers
  • Figure 8: Hain Celestial operates within the dairy-free beverage market, with three soy and rice-based brands
  • Figure 9: The company has two sandwich brands that have a fresh and on-the-go appeal