Market-led strategic management Younger consumers drive shift to ethical products By Alice Hancock in London From free-range meat to vegan haircare, demand for sustainable goods is rising In a busy north London supermarket the weekend before Christmas, the meat aisle is a hubbub. Sarah Rymer, 32, picks her way through a shelf of whole chickens. She chooses a free-range bird. ‘I’ve definitely become more conscious of what I buy in the past few years,’ she says. ‘It can be confusing, but I think it’s worth the money.’ Ms Rymer is one of an increasing number of shoppers driving the UK’s £81.3bn market for ethical products and services. According to not-for-profit consultancy Ethical Consumer, the sector has grown by more than £40bn since 2008, with households spending an average of £1,263 on ethical goods last year. The ethical food and drink market alone was up 9.7 per cent, compared with 5.3 per cent growth in 2015. Businesses are seeing the appeal. For Thanksgiving this year Butterball, the US’s largest turkey producer, launched its first organic range in response to increasing consumer demand, while earlier in the year UK sandwich chain Pret A Manger opened its second and third all-vegetarian outlets. Ikea, which says that it uses its sustainable credentials to set it apart from other affordable homeware brands, intends to use only recycled or FSC certified wood by 2020. Big consumer product groups are making concerted efforts, too. French cosmetics company L’Oréal this month unveiled its first vegan hair colour products, aimed at boosting its flagging professional haircare division. As part of a steady strategy of smaller acquisitions, Unilever bought Sir Kensington, a maker of vegan mayonnaise, and Pukka organic teas. Its sustainable brands – those the company describes as ‘combin[ing] a strong purpose delivering a social or environmental benefit’ – grew 40 per cent faster than the rest of the business in 2016, it says.