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Fair Trade Strategies for Food and Drinks Companies

  • Publication Date:May 2011
  • Publisher:Business Insights
  • Product Type: Report
  • Pages:82

Fair Trade Strategies for Food and Drinks Companies Consumer


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.


  • 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
  • [Missing title]
    • 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
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