Food and drink companies should capitalise on the growing “responsibility revolution” taking place, which is driving consumers away from products offering standalone issue claims to products offering holistic ethics, according to independent market analyst Datamonitor.

A new report has highlighted a heightened cynicism from consumers with regards to individual issue claims, as they face a barrage of messages about single issues, making it difficult to connect the message with the benefit.

Daniel Bone, lead consumer insights analyst at Datamonitor, said: “The internet has made all consumers into investigative journalists and a product must stand up to scrutiny across all ethical tests - from environmental impact and healthy ingredients, through to animal welfare and sustainable sourcing - if they are to be considered an ethical purchase.”

The benefits to companies which meet the new consumer demands are very real, according to Datamonitor’s research. Customers are more likely to exhibit loyalty and recommend a product to friends or family if those products are proven to be ethically sound.

Bone adds: “While there is a certain amount of frugality fatigue as we come out of the economic downturn, price will remain a key decision-maker for many - but those who have joined the responsibility revolution will be far less price-sensitive.

“Industry players need to develop a holistic perspective that embraces all aspects of the company, the product and the means of production, consumption and disposal. Failure to do so can invite cynicism, especially if emphasising a singular issue also means hiding a trade-off between environmental issues.

“While the responsibility revolution is gaining momentum, there is widespread scepticism with regards to ethical declarations. Getting over this hurdle will be the test of whether this particular revolution will be long-lived.”