In the crisis ridden year of 2009, social responsibility was still number three on the issue ladder next to economy and food safety. Sales volume of Fairtrade products grew steadily. More than 1 out of each 3 families bought at least one Fairly traded product in 2009 and the penetration (number of families buying Fairtrade) grew 26%.

 In several countries the forecast is that supply chains in FMCG will increasingly come under scrutiny because of an increase in self scanning and RFID technology. By means of mobile Phone applications consumers will vote on issues such as quality and sustainability. One of the frontrunners in this area is Kraft iFood Assistant that support consumers in their shopping experience. Another indicator of this trends is the emergence of consumer tribunals such as Projectlabel.org.