Category
Lifestyle
Assisted Choices
Trend cluster
Category
Ethical
Delivery
Ethical or "clean" meat and produce boxes help support local economies.
3.4
Trend score
Trend
What is the Ethical Delivery trend?
Ethical Delivery: Produce and meat delivery services are prioritizing ethical consumption with a focus on local sourcing, humane farming practices and/or clean-eating. These delivery boxes cater to health-conscious consumers.
Insight
The consumer insight behind the Ethical Delivery trend
As delivery services grow in popularity amidst the ongoing pandemic, people are searching for healthy options rather than ones focused solely on convenience. Now that staying at home seems to be an indefinite part of the lives of people who are taking COVID-19 seriously, at-home food options have to prioritize nutrition and be aligned with consumers' personal values in order for people to become regular customers.
Trend themes
Themes within the Ethical Delivery trend
Three behaviours holding the trend together01
Ethical Consumption Delivery Services
Delivery services are prioritizing ethical consumption, with a focus on local sourcing, humane farming practices and/or clean-eating.
02
Convenient Customization
Delivery services are offering customization options for consumers where they can create and modify their own meal plans according to their preferences.
03
Sustainable and Local Meat/Fish Delivery
Subscription services are promoting more regional meat and fish supply chains with a focus on sustainability and ethically sourced products.
Industry implications
What the Ethical Delivery trend means for industry
Where the trend changes the playbookFor
Food and Grocery Delivery
This industry has seen significant growth during the pandemic; businesses can capitalize on offering ethical and customizable products to cater to the health-conscious and sustainably aware consumers.
For
E-Commerce and Retail
E-commerce and retail companies can replicate local delivery services to support small and independent farmers and businesses while offering localization, customization and emphasis on ethical consumption.
For
Logistics and Supply Chain Management
Businesses in this industry can provide support to local small and independent farmers while leveraging technology and innovative logistics systems to guarantee efficient and eco-friendly distribution of ethical produce.
Workshop question
How does your brand prioritize health and ethical consumption?
Trend signals
Trend signals for Ethical Delivery
Trend score 3.4 out of 10, from popularity 56%, activity 37%, freshness 9%.
Popularity56%
Activity37%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Ethical Delivery trend
4 featured examples from Dec 10, 2019 to Nov 12, 2020CategoryMarketing
Farmer-Supporting Produce Deliveries
AirAsia's OURSHOP is Making Moves to Support Local Farmers
Technology can be leveraged to help farmers efficiently connect with consumers, enabling them to sell their produce easily and profitably.
CategoryBusiness
Pasture-Raised Meat Deliveries
NIKU Farms Allows Consumers to Customize Their Own Packages
Disruptive innovation opportunity: Explore alternative sources of protein like plant-based meats or lab-grown meat to cater to changing dietary preferences.
CategoryLifestyle
Local Clean Meat Subscriptions
truLOCAL Makes Access to Premium and Ethically Raised Meat Easy
Disruptive innovation opportunity: Create a subscription service platform that offers a wide range of customizable products, such as meat, seafood, and other food items.
CategoryLifestyle
Free-From Meat Delivery Services
Papa Earth Offers Hormone- and Antibiotic-Free Meats
The meat production industry can explore innovative approaches to adopt local sourcing practices and prioritize ethical and humane farming methods.
