Sustainable Foods Summit: Distribution Key to Success of Green Brands
by Redaktion (comments: 0)
Green brands need to focus on distribution if they are to widen appeal of sustainable products. Organic Monitor finds the most successful green brands are those who have expanded distribution into mainstream channels; such brands have managed to break ‘the green glass ceiling’ and outperform the market. Consumer demand for sustainable products is likely to strengthen. Green brands are advised to focus on distribution if their products are to become mainstream. Only then, will sustainable products break out of their niche status.
High consumer interest - low market share
In spite of high consumer interest, most sustainable products have low market share. For instance, natural products represent just 3% of personal care product sales in Europe. Organic foods generate 4% of total food sales in North America; the market share of ethical textiles and green household cleaning products is even lower in these regions. A major factor behind the low market share is most green brands are focusing on specialist outlets. Few natural personal care products are in mass market retailers, whereas the channel generates over a third of cosmetic & toiletry sales in the US. Similarly, almost half of organic food sales in Europe are still from organic food shops and health food retailers. Distribution is even more limited for ecological household cleaning products and organic clothing. As will be shown at upcoming sustainability summits, green brands need to ‘think outside’ specialist retail channels if they are to broaden appeal.
Potential of raw foods, local foods, superfoods, novel ingredients
Also new developments in sustainable foods will be featured at the Sustainable Foods Summit. Learn about the potential of raw foods, local foods, superfoods, novel ingredients, and green marketing best-practices. Pioneer Tereza Havrlandova, Founder of Lifefood, Prague, shares her experiences in marketing raw foods across Europe. What is the potential of raw foods? How can brands capitalise on the raw foodism movement? Dominic Watkins, Partner and Head of Food Group at DWF will show the implications of the Transatlantic Trade and Investment Partnership (TTIP) to organic & sustainable foods. How can European companies mitigate the risks posed by TTIP? Hosted in Amsterdam on 4-5 June 2015, the summit will showcase major advances in sustainable foods and eco-labels.
The Sustainable Foods Summit brings together key stake-holder groups
Confirmed participants include ...
Organic & Sustainable food firms: Lea Nature Group, Green & Black's, Fairtrade Original, Aduna, Lovechock, Distriborg, Clearspring, Lifefood, Scandi Nuts, Nature's Pride, Fairfood International, etc.
Large food companies: Arla Foods, Dole Fruit Company, Nestle, Royal Wessanen, Mondelez Foods, etc.
Ingredient firms: Agrana Group, Lallemand Inc, SCE Local Food, Zeelandia, Gelita AG, Tradin Organic, Ariza, etc.
Retailers: Carrefour, Coop Denmark, Royal Ahold, Bonativo, Colruyt, Coop Switzerland, etc.
Packaging & certification agencies: Asia Paper & Pulp, BOBST, Control Union, Innovia Films, ICEA, Ecocert, Terracycle, Cohn & Wolfe, etc.
Industry organisations & NGOs: Fairtrade International, Soil Association, ISCC, Belgian Development Agency, CBI, BioNext, IFOAM, Soil & More, etc.
To get the detailed summit agenda of the Sustainable Foods Summit, European edition, 4-5 June 2015, Amsterdam,
Sustainable Cosmetics Summit: North American edition (14-16 May 2015, New York)