Shoppers today are becoming socially responsible consumers, according to a report by Boston Consulting Group.

“Responsible consumption” (RC) products now account for at least 15 per cent of all grocery sales – or a $400 billion global market. Three-quarters of consumers in the most developed countries say they buy RC products at least occasionally. In the otherwise stagnant grocery sector, two-thirds of total growth in recent years has come from RC products, it says.

BCG says even when the price is higher than conventional offerings, sales of RC products are growing because quality has improved and concerns about chemicals have increased.

The report lays out the most RC-product claims now available – labels that address organic, natural, social, and fair-trade criteria. Even long-established claims, such as organic, continue to expand into new product categories and drive substantial growth.

For major consumer brands – referred to in the report as A brands – growth of products making organic or natural claims was just 1.3 per cent, compared with 4.3 per cent for private label and 12.5 per cent for specialty. The research suggests that many A brands have either ignored the trend or offered unconvincing product extensions that have failed to win consumer trust.

“Missing out on the RC trend will jeopardise not just an A brand’s future growth,” said Marty Smits, a BCG partner. “It might also undermine existing brand loyalty as consumers begin to see RC criteria as part of grocery quality in general.”