Get more info on this report!Gourmet, Specialty and Premium Foods, Beverages and ConsumerTrends in the U.S., 8th EditionSe...
Additional data sources include SymphonyIRI Group sales tracking of selected productsand brands through tracked mass-marke...
combined a close third at 13%, followed by prepared foods contributing 10% ofgourmet/premium dollar sales. [Table 2-2]Spec...
Really Local Farms      Supermarkets Field Larger Experimental Gardens      Chef-Run Local Markets      Grocery Spending P...
Chapter 3: Consumer Trends     Packaged Facts Proprietary Survey Methodology     One in Five Seeks Out Gourmet Products   ...
Table 3-11: Consumer Attitudes/Opinions Toward Food and Cooking, 2009      (percent and index of U.S. adults)      Table 3...
Chocolate Candy Leads Gourmet/Premium Food Launches      Table 4-6: Top 15 Categories for Gourmet/Premium Food Launches, 2...
Trend Overview      Supermarkets vs. Foodservice: Blurring the Boundaries      Really Local Farms      Supermarkets Field ...
Table 6-3: Traditional Media Patterns: All Consumers vs. Gourmet Consumers,       2009 (percent and index of U.S. adults) ...
Upcoming SlideShare
Loading in...5
×

Gourmet, Specialty and Premium Foods, Beverages and Consumer Trends in the U.S., 8th Edition

1,489

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,489
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
30
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Gourmet, Specialty and Premium Foods, Beverages and Consumer Trends in the U.S., 8th Edition"

  1. 1. Get more info on this report!Gourmet, Specialty and Premium Foods, Beverages and ConsumerTrends in the U.S., 8th EditionSeptember 1, 2010The conventional wisdom goes that gourmet/premium foods fare well during economicdownturns because consumers view them as “affordable luxuries.” But the “GreatRecession” of 2008-2009 disproved this theory as mighty Starbucks, the bellwether forthe democratization of luxury, was among the first companies hit by cutbacks inconsumer spending. For the market overall, Packaged Facts conservatively estimatesthat total U.S. retail sales of gourmet/premium foods and beverages through all retailchannels rose to $67.1 billion in 2009, an increase of 3.7% over the previous year‟ssales of $64.7 billion compared with the 2005-2009 compound annual growth rate of8.7%.Still, success remains to be had, and many gourmet/premium marketers and retailersare succeeding by finding ways to respond to the economic slowdown not by ignoring itor reversing strategy, but by incorporating its impact on consumer behavior as a factoramong others. This new report from Packaged Facts is an indispensible tool to this end,answering such questions as: Which gourmet/premium products and market segmentshave been faring well in the new economy? How are marketers and retailers adjusting?How can they recast and reposition their goods? Who are the most viable consumers,and how can they best be reached? Which media and marketing messages resonate forthese consumers, and in what contexts?Gourmet, Specialty and Premium Foods, Beverages and Consumer Trends in theU.S., 8th Edition also pinpoints market size, analyzes growth potential and identifiesissues and trends that will affect the marketplace through 2014. Focusing on consumerlifestyles and demographics through extensive analysis of Experian Simmons paneldata, the report examines their attitudes and behaviors toward gourmet/premium foodsand beverages, retail shopping patterns, and media usage and preferences, bothtraditional and social. Also included is extensive coverage of new product trends andmarketing and advertising positioning, all discussed within the context of the social,economic, and psychographic drivers of current consumer behavior.
  2. 2. Additional data sources include SymphonyIRI Group sales tracking of selected productsand brands through tracked mass-market channels; Datamonitor‟s Product LaunchAnalytics data tracking new product introductions; and proprietary data from PackagedFacts‟ own consumer survey, which is based on a national online poll conducted inMay/June 2010.Additional InformationMarket Insights: A Selection From The ReportOne in Five U.S. Consumers Seeks Out Gourmet ProductsAccording to the survey, one in five U.S. adults (20.0%) seeks out gourmet productswhen food shopping, including 5.0% who agree strongly with the statement, “When foodshopping, I seek out gourmet products.” Another 22.0% are noncommittal about thestatement and 57.0% somewhat (26%) or strongly (31%) disagree. The 20.0% whoagree that they seek out gourmet products when food shopping in the Packaged Factssurvey is slightly higher than the 17.5% of respondents to Experian Simmons‟ Fall 2009survey who agree that “I try to eat gourmet food whenever I can” (17.5%), althoughstrong agreement is slightly lower, at 5.0% in the Packaged Facts survey vs. 5.8% inthe Experian Simmons survey. A surprising 30% of consumers are willing to pay morefor gourmet food products, according to the Packaged Facts findings, including 6% whostrongly agree with this statement.Beverages the Largest Product ClassificationAccording to NASFT data, the single largest specialty food category at retail is cheese,representing almost 11% of total specialty food and beverage dollar sales, followed bycondiments (8%), frozen and refrigerated meals (5%), and chips and snacks (almost5%). However, beverages—including juices, functional drinks, coffee, tea, bottled waterand other drinks—collectively account for more than 12% of total dollar sales. TheNASFT category sales data excludes sales through Walmart and Trader Joe‟s, as wellas “price-look-up” (PLU—i.e. non-scanner) items such as prepared foods,meat/poultry/seafood, and bakery products (NASFT: ibid).Examining the entire gourmet/premium food and beverage spectrum through all retailchannels, Packaged Facts calculates that beverages (including bottled water andrefrigerated juices in the dairy case) comprise the largest classification, accounting for34% of retail dollar sales in 2009. In second place is the baked goods (includingcookies, crackers, breads and sweet baked goods) pasta, and grains classification,representing 14% of sales, with the meat/produce/seafood and produce departments
  3. 3. combined a close third at 13%, followed by prepared foods contributing 10% ofgourmet/premium dollar sales. [Table 2-2]Specialty Foods The Foundation of Food Gifting Despite Challenging EconomyPackaged Facts‟ new market research report, Food Gifting in the U.S., 2nd Edition(August 2010) found that specialty foods are the foundation of food gifting in the UnitedStates, which has helped the industry expand sales and product offerings in achallenged economy where few other areas of gift-giving have found success.Packaged Facts estimates the overall market for gift-giving in the U.S. increased...TABLE OF CONTENTSChapter 1: Executive Summary Scope of Report Terminology Some Foodservice Crossover Report Methodology The Market U.S. Retail Sales of Gourmet/Premium Foods and Beverages Beverages the Largest Product Classification Table 1-1: Share of U.S. Retail Sales of Gourmet/Premium Foods and Beverages: By Classification, 2009 (percent) Supermarkets Lead Retail Market with 54% of Sales The Economy and Its Impact Dining Out Less, Cooking More Consumer Trends One in Five U.S. Consumers Seeks Out Gourmet Products High Socioeconomic Status Characterizes Gourmets Gourmet Foods Appeal to Younger Adults An Ethnic Skew Attitudes Toward Food and Cooking Food Trends and Preferences Thousands of Marketers, from Conglomerates to Artisans An Industry Founded on Entrepreneurs Joint Ventures and Licensing Offer Synergies Kraft Foods, PepsiCo, Unilever Lead Marketers in 2009 More than 1,800 New Products Projected for 2010 The Gourmet/Natural Foods Synergy Selling Health Benefits Selling Convenience Private-Label Products Retail and Foodservice Supermarkets vs. Foodservice: Blurring the Boundaries
  4. 4. Really Local Farms Supermarkets Field Larger Experimental Gardens Chef-Run Local Markets Grocery Spending Patterns Consumer Attitudes/Behavior Toward Shopping Consumer Attitudes/Opinions Toward Foodservice Consumers and Media Internet Has Changed How Consumers Spend Free Time, Shop Gourmet Consumers and Traditional Media Making Use of Websites and Social Media Food Show Sponsorships Celebrity SpokespeopleChapter 2: Market Overview Scope of Report Terminology Some Foodservice Crossover Report Methodology Market Size and Growth Sales Estimates Amorphous U.S. Retail Sales of Gourmet/Premium Foods and Beverages Table 2-1: U.S. Retail Sales of Gourmet/Premium Foods and Beverages, 2005- 2014 (in millions of dollars) Beverages the Largest Product Classification Table 2-2: Share of U.S. Retail Sales of Gourmet/Premium Foods and Beverages: By Classification, 2009 (percent) Supermarkets Lead Retail Market with 54% of Sales Table 2-3: Share of U.S. Retail Sales of Gourmet/Premium Foods and Beverages: By Channel, 2009 (percent) Seasonal Sales Vary by Product Category Market Outlook The Economy and Its Impact Table 2-4: Household Income Levels: Gourmet Consumers vs. All Consumers, 2009 (percent) Demographic Shifts: Youthful and Ethnic Consumers Table 2-5: Demographic Snapshot of the U.S. Population as of July 1, 2008 The Restaurant Role Fine-Dining Restaurants Hit by the Recession Dining Out Less, Cooking More A Food-Focused Culture An Expanding Industry and Marketplace The Global Palate Overlap Between Natural and Gourmet/Premium Foods New Dietary Guidelines Due by the End of 2010 Going Local Artisan Foods
  5. 5. Chapter 3: Consumer Trends Packaged Facts Proprietary Survey Methodology One in Five Seeks Out Gourmet Products Table 3-1: Percent of U.S. Adults Who Agree with the Statement “When Food Shopping, I Seek Out Gourmet Products,” May-June 2010 One in Five Often Buys Gourmet Products in Specialty, Gourmet, or Natural Food Stores Table 3-2: Percent of U.S. Adults Who Agree with the Statement “I Often Buy Gourmet Products from Specialty, Gourmet or Natural Food Stores,” May-June 2010 30% Willing to Pay More for Gourmet Products Table 3-3: Percent of U.S. Adults Who Agree with the Statement “I Am Willing to Pay More for Gourmet Food Products,” May-June 2010 One in Three Believes Premium Packaged Products Compare with Gourmet in Quality and Taste Table 3-4: Percent of U.S. Adults Who Agree with the Statement “Premium Packaged Products in Supermarkets Are Comparable to „Gourmet‟ Foods in Quality and Taste,” May-June 2010 Specialty Foods The Foundation of Food Gifting Despite Challenging Economy Table 3-5: Percent of U.S. Adults Who Have Purchased or Received Specialty Food Gifts in the Last 12 Months, May-June 2010 Experian Simmons Consumer Survey Methodology Almost One Out of Five Adults Are Gourmets High Socioeconomic Status Characterizes Gourmets Gourmet Foods Appeal to Younger Adults An Ethnic Skew Attitudes Toward Food and Cooking Food and Nutrition Interests Extend Beyond Gourmet Attitudes Toward Nutrition Cheddar Cheese, Barilla Pasta The Most Widely Used Gourmet/Premium Products Godiva Chocolate Tops Gourmet/Premium List by Gourmet Index Table 3-6: Trended Number and Percentage of Gourmet Consumers, 2005-2009 (in millions) Table 3-7: Indexes by Age Bracket: Gourmet Consumers vs. All Consumers, 2009 Table 3-8: Selected High-Index Demographics of Consumers Who Agree or Agree a Lot with the Statement “I Try to Eat Gourmet Food Whenever I Can, 2009 (U.S. adults) Table 3-9: Demographic Overview of Consumers Who Agree with the Statement “I Try to Eat Gourmet Food Whenever I Can,” 2009 (percent, number and index of U.S. adults, any agree) Table 3-10: Demographic Overview of Consumers Who Agree a Lot with the Statement “I Try to Eat Gourmet Food Whenever I Can,” 2009 (percent, number and index of U.S. adults)
  6. 6. Table 3-11: Consumer Attitudes/Opinions Toward Food and Cooking, 2009 (percent and index of U.S. adults) Table 3-12: Consumer Attitudes/Opinions Toward Nutrition, 2009 (percent and index of U.S. adults) Table 3-13: Leading Gourmet/Premium Products and Brands by Consumer Penetration, 2009 (percent of U.S. adults) Table 3-14: Usage Rates for Selected Gourmet/Premium Brands and Products, 2009 (percent of U.S. adults) Table 3-15: Leading Gourmet/Premium Branded Products by Gourmet Consumer Indexes, 2009 (U.S. adults) Table 3-16: Brand and Product Indexes by Agreement with Statement: “I Try to Eat Gourmet Food Whenever I Can,” 2009 (index of U.S. adults) Food and Retail Shopping Lifestyle Segmentations Five Food Lifestyle Groups Table 3-17: Food Lifestyle Segments: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults) Retail Shopping Segmentations Table 3-18: Retail Shopping Segmentations: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults) Other Survey Findings The NASFT Consumer Survey The Martha Stewart Living Omnimedia SurveyChapter 4: Food Trends and Preferences Competitive Trends Thousands of Marketers, from Conglomerates to Artisans Food and Beverage Marketers An Industry Founded on Entrepreneurs Joint Ventures and Licensing Offer Synergies Recent Mergers and Acquisitions Kraft Foods, PepsiCo, Unilever Lead Marketers in 2009 Brand Performance: From Triple-Digit Advances to Double-Digit Declines Table 4-1: Selected Gourmet/Premium Foods and Beverages by SymphonyIRI- Tracked Sales, 2009 (in millions of dollars) New Product Introductions More than 1,800 New Products Projected for 2010 Table 4-2: “Gourmet” and “Upscale” Claims on New Product Launches, 2005- 2010 (number) Foods Dominate New Product Launches Table 4-3: Gourmet/Premium Product Launches: Foods vs. Beverages, 2005- 2010 (number) “Upscale” the Top Product Claim on All Foods and Beverages Table 4-4: Top 10 Product Claims/Tags on All U.S. Food and Beverage Launches, 2005-2010 (number) Top Claims on Gourmet/Premium Foods and Beverages: “Upscale” and “Natural” Table 4-5: Top 20 Product Claims/Tags on Gourmet/Premium U.S. Food and Beverage Launches, 2005-2010 (number)
  7. 7. Chocolate Candy Leads Gourmet/Premium Food Launches Table 4-6: Top 15 Categories for Gourmet/Premium Food Launches, 2005-2010 (number) Tea Tops Gourmet/Premium Beverage Launches Table 4-7: Top 10 Categories for Gourmet/Premium Beverage Launches, 2005- 2010 (number) Retailers Ahead of Marketers in Product Introductions Table 4-8: Top 20 U.S. Marketers Launching Gourmet/Premium Foods and Beverages, 2005-2010 (number) Marketing Trends The Gourmet/Natural Foods Synergy Table 4-9: Number of Gourmet/Premium Food and Beverage Launches: By Selected “Natural” Package Tags/Claims, 2008 vs. 2009 Selling Health Benefits Table 4-10: Number of Gourmet/Premium Food and Beverage Launches: By Selected “Healthy” Package Tags/Claims, 2008 vs. 2009 Selling Convenience Table 4-11: Number of Gourmet/Premium Food and Beverage Launches: By Selected “Convenience” Package Tags/Claims, 2008 vs. 2009 Private-Label Products Table 4-12: Number of Private-Label Gourmet/Premium Food and Beverage Launches, 2005-2010 Artisan, Handmade, and Handcrafted Foods and Beverages Table 4-13: Number of Artisan, Handmade and Handcrafted Gourmet/Premium Food and Beverage Launches, 2005-2010 Selected New Product Introductions Frozen and Shelf-Stable Meals Dairycase Cheese: New Flavors and More Convenience Yogurt: It‟s All Greek to Me Condiments, Sauces and Meal Starters: Innovation and Convenience Fresh Foods Fresh Deli Foods Fresh Meat: Branding Meat with Celebrity Appeal Fresh Fruits: It‟s All About Unusual Colors Fresh Vegetables: Artisanal Salads and Colorful, Flavorful Assortments More Sophisticated Flavors Distinguish Gourmet/Premium Snacks Confectionary and Desserts Confections—Ice Cream Parlor Treats or Adults-Only Wine-Flavored Cookies Ice Cream and Frozen Desserts Beverages Coffee Sodas: Handcrafted and All-Natural TeasChapter 5: Retail and Foodservice
  8. 8. Trend Overview Supermarkets vs. Foodservice: Blurring the Boundaries Really Local Farms Supermarkets Field Larger Experimental Gardens Chef-Run Local Markets What‟s Hot, According to Chefs Gastropubs and Pubs in Supermarkets Tableside Service Personalizes the Dining Experience Retail Channels Types of Outlets Supermarkets Lead Retail Market Mass Merchandisers and Supercenters Contest for National Warehouse Club Supremacy Gourmet/Specialty Food Stores Natural Food Stores Convenience Stores Express-Format Grocery Stores Internet, Mail Order, and Subscriptions Shopping and Foodservice Patterns Experian Simmons Consumer Survey Findings Grocery Spending Patterns Table 5-1: Grocery Spending Patterns, 2009 (percent and index of U.S. adults) Retail Shopping Patterns Table 5-2: Retail Shopping Patterns: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults) Consumer Attitudes/Behavior Toward Shopping Table 5-3: Attitudes/Behavior Toward Shopping: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults) Consumer Attitudes/Opinions Toward Foodservice Table 5-4: Attitudes/Opinions Toward Foodservice: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults) Restaurant Usage Patterns Table 5-5 Visits to Selected Restaurants in the Past Month: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults) NASFT Consumer SurveyChapter 6: Consumers and Media Usage Trends Experian Simmons Consumer Survey Findings Internet Has Changed How Consumers Spend Free Time Table 6-1: The Internet and Lifestyle Changes: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults) Internet Has Changed How Consumers Shop Table 6-2: Internet Usage Patterns: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults) Gourmet Consumers and Traditional Media
  9. 9. Table 6-3: Traditional Media Patterns: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults) Gourmet Consumers‟ Attitudes Toward Advertising Table 6-4: Attitudes Toward Advertising: All Consumers vs. Gourmet Consumers, 2009 (percent and index of U.S. adults) Advertising and Marketing Trends Few National Advertisers Making Use of Websites and Social Media Food Show Sponsorships Celebrity Spokespeople Advertising and Marketing Positioning Adventurousness Authenticity/Heritage Customization Emotional Appeal Flavor Variety Healthfulness Limited Edition Organic Premium Quality vs. Ordinary Products Pure/Simple Ingredients Restaurant-Style Sex Appeal VersatilityAvailable immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=2108812US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004

×