Big opportunity for small companies … as sceptical consumers search for ethical brands

Big health food and drink companies must go small with their marketing tactics as sceptical consumers are shunning established firms and demanding ultra-ethical brands, according to new research revealed at Health Ingredients Europe. Researchers from Innova Market Insights and Informa Health and Nutrition presented at the show in Frankfurt this week and made it clear consumers are losing interest in big food and drinks brands and favouring small companies with ethical backgrounds.