In the last ten years, consumer demand in the UK has led to notable increase in the supply of ethical products in the marketplace. Products ranging from ethical finance to fairtrade coffee, tea and chocolate are becoming more common within the big supermarkets. Ethical tourism is frequently perceived as meaning small-scale developments, with many examples of community based tourism products or eco-tourism. However, there are also a growing number of ethical tourism products that fall within the realms of mass tourism – with companies such as TUI, First Choice and British Airways Holidays and many others adopting some sustainable development policies within their corporate structure.