The trend towards “mindful choices” that are both “good for me” and “good for the environment” has led to a steady growth in products featuring “fairtrade” claims. Fairtrade focuses on international development, social justice and equitable economic returns. Although it is still a niche market, less than 1% of all food & beverages launches had a fairtrade claim, it has experienced an average annual growth of 6% (CAGR 2014-2018). The two leading categories for fairtrade certification are confectionery and hot drinks. Chocolate, coffee and tea are the three main ingredients of interest for fairtrade. Ethical claims are rising, according to Innova Market Insights, with 14% annual average growth reported in ethical claims (CAGR 2014-2018). In 2018, 1 in 3 food & beverages products had an ethical claim. Of these launches, 11% were human related.
Top market subcategories for food & beverages launches with a “fairtrade” claim (Global, 2018):
Market category Penetration (%)
(Source: Innova Market Insights)