Natural and Organic Foods and Beverages in the U.S., 3rd Edition
 

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Natural and Organic Foods and Beverages in the U.S., 3rd Edition Natural and Organic Foods and Beverages in the U.S., 3rd Edition Document Transcript

  • Get more info on this report!Natural and Organic Foods and Beverages in the U.S., 3rd EditionJuly 1, 2011U.S. retail sales of natural and organic foods and beverages rose to nearly $39 billion in2010, an increase of 9% over the previous year‟s sales of $35 billion, far outpacinggrowth in conventional groceries, which crept ahead less than 2%. Despite thecontinued sluggish economic recovery, Packaged Facts projects sales to more thandouble by 2015, to exceed $78 billion. Growth will be jump-started in 2011, in great partdue to snack king Frito-Lay‟s switching half its snack portfolio to all-natural formulations.In addition, attracted by the higher growth rates of natural/organic foods and beveragesand in response to consumer demand, other major consumer product companies arebecoming more deeply committed to natural and organic products, either throughacquisition or internal development. Such deep-pocketed marketers are in a goodposition to fast-track their products into retail stores and onto consumer tables via theirmassive product development capabilities, far-reaching distribution networks, and hugeadvertising and marketing budgets.This completely revised report, Natural and Organic Foods and Beverages in theU.S., 3rd Edition, examines sales and growth potential, identifying key issues andtrends that will affect the marketplace through 2015. Extensive analysis via bothproprietary primary data from Packaged Facts‟ February 2011 Online Consumer Surveyand via Experian Simmons‟ national consumer panel data gauges consumer attitudesand behaviors toward natural/organic foods and beverages, retail shopping patterns,and media usage and preferences, both traditional and social. Also included iscomprehensive coverage of new product trends across dozens of categories, drawingon new product data from Datamonitor‟s Product Launch Analytics database; dozens ofimages of products and print ads; and profiles of trend-making marketers and retailers.Interviews with industry experts round out this forward-looking market analysis, alongwith the context of the broader social, economic and psychographic drivers of consumerbehavior and shopping preferences.More Food & Beverage Reports by Packaged FactsHealthy 50+ Americans: Trends and Opportunities in the Emerging Wellness Market byPackaged FactsThis Packaged Facts report focuses on the market potential of the 26 million “HealthyConsumers” who are 50 years old and over and who are ...
  • Social Media and Technology in the U.S. Foodservice Industry: Trends andOpportunities for an Emerging Market by Packaged FactsThe convergence of social media, mobile devices and consumer lifestyles is ushering ina new era of restaurant-consumer interaction, opening new doors for restaurantoperators ...Trends in U.S. Corporate Foodservice by Packaged FactsPackaged Facts forecasts that corporate foodservice sales will drop more than 6%during 2011-12, driven primarily by continued high unemployment, restaurantencroachment into the corporate ...Whats For Dinner 2011: Trends in Center of Plate Proteins by Packaged FactsContinuing behaviors adopted during the recession, American consumers are eating inmore, which is beneficial to the fresh protein businesses of meat, poultry and seafood ...Latino Consumers: Demographic Patterns and Spending Trends among HispanicAmericans, 8th Edition by Packaged FactsThe 48 million Latinos in the United States now wield buying power in excess of $1trillion and represent an increasingly important consumer segment for ...See all reports like this >>More United States Food & Beverage ReportsHealthy Dining Trends - US by Mintel International Group Ltd.Government mandates and consumer demands shape menus Although the governmentis pushing restaurants to disclose calories contents on menus, it‟s uncertain whethersuch information ...The U.S. Weight Loss & Diet Control Market (11th Edition) by Marketdata EnterprisesInc.This is a completely revised and updated analysis of Marketdata‟s best-selling biennialstudy about the $61 billion U.S. weight loss market. This is the most ...Non-alcoholic Beverages: The Market - US by Mintel International Group Ltd.As consumers have started to explore eating healthily, beverages that promise to helpconsumers achieve their health goals (e.g., managing weight, losing weight, managingchronic ...Non-alcoholic Beverage Trends at Restaurants - US by Mintel International Group Ltd.Diet and health trends are leading factors in usage of non-alcoholic beverage atrestaurants (See Market Factors for in-depth discussion). Yet, the subjectivity of diet ...Demographics of Consumer Food Spending 2011 Edition by Food Institute Information
  • and Research CenterThis book provides an easy-to-read breakdown of spending on food overall, food at-home (in 24 categories & sub-categories including beef, poultry, fruits & vegetables,dairy ...See all reports like this >>More United States ReportsD&B Country RiskLine Report: The United States of America by Dun & Bradstreet Inc.This D&B Country RiskLine Report will help you analyze the risks, opportunities andlikely payment delays when doing business in this country. It includes ...Drywall Installers in the US - Industry Risk Rating Report by IBISWorldIBISWORLD INDUSTRY RISK RATINGS REPORT This is the replacement forIBISWorlds January 2011 edition of Drywall Installers in the US Industry Risk RatingsReport. Industry Risk Ratings ...D&B Country Report: The United States of America by Dun & Bradstreet Inc.D&B Country Report. Comprehensive information for evaluating risks and opportunitieswhen trading or investing in this country. Providing critical information and analysis on ...Country Report United States January 2011 by Economist Intelligence UnitCountry Reports analyse political and economic trends in featured countries. They showyou exactly how national, regional and global events will affect your business in ...Country Report United States December 2010 by Economist Intelligence UnitCountry Reports analyse political and economic trends in featured countries. They showyou exactly how national, regional and global events will affect your business in ...TABLE OF CONTENTSChapter 1: Executive Summary Scope of Report Definition of “Natural” Definition of “Organic” Some Foodservice Crossover Report Methodology The Market Retail Sales of Natural/Organic Foods and Beverages Approach $39 Billion in 2010 Produce and Dairy Are the Largest Categories
  • Figure 1-1: Share of U.S. Retail Sales of Natural and Organic Foods and Beverages by Product Category, 2011 (percent) Mass-Market Channels Capture Almost Half of Retail Sales An Expanding Industry The Marketers Global Marketers, Investors Control Many Top Brands of Natural and Organic Foods and Beverages Recent Mergers and Acquisitions Mainstream Marketers Going Natural Organic Extensions of Mainstream Lines Not Very Successful Is Selling the Company Selling Out? The Gourmet/Natural Foods Synergy Selling Nutritional Benefits Selling Convenience Private-Label Natural and Organic Products Booming New Product Trends Overview Almost 2,900 Natural and Organic Products Launched in 2010 Table 1-1: Number of Natural and Organic Food and Beverage Product Launches, 2006-2010 “Natural” the Most Popular Product Tag Functional Drinks, Tea Top New Product Launches ALDI, Hain Celestial, Whole Foods Lead Product Introductions Natural and Organic Products Promote Ethical Causes Consumer Trends 37% of Consumers Seek Out Natural/Organic Foods and Beverages Table 1-2: Percent of U.S. Adult Consumers by Level of Agreement with the Statement “I Seek Out Natural/Organic Foods and Beverages,” February 2011 (overall, consumers who buy organic groceries, and consumers who buy packaged foods marketed as “all-natural”) Supermarkets the Most Popular Place to Get Natural/Organic Foods Fresh Fruit and Veggies Are the Most Popular Organic Categories High Socioeconomic Status Characterizes Organic/Natural Shoppers Attitudes Toward Food and Cooking Attitudes Toward Nutrition One Out of Three Households Use Organic Produce Attitudes and Opinions Toward Foodservice Internet Has Changed How Consumers Spend Free Time Consumers and Traditional MediaChapter 2: The Market Market Overview Scope of Report Definition of “Natural” Definition of “Organic” Some Foodservice Crossover Controversies Over Organic and Natural Labeling
  • Market Size and GrowthMethodology for Sales EstimatesQuantifying Sales of Organic Foods and BeveragesQuantifying Sales of Natural Foods and BeveragesRetail Sales of Natural/Organic Foods and Beverages Approach $39 Billion in2010Table 2-1: U.S. Retail Sales of Natural and organic Foods and Beverages, 2006-2015 (in billions of dollars)Natural Foods and Beverages: A Larger Slice of a Bigger PieFigure 2-1: Share of U.S. Retail Sales of Natural and Organic Foods andBeverages by Market Segment: Natural vs. Organic, 2010 vs. 2006 (percent)Produce and Dairy Are the Largest CategoriesFigure 2-2: Share of U.S. Retail Sales of Natural and Organic Foods andBeverages by Product Category, 2011 (percent)Mass-Market Channels Capture Almost Half of Retail SalesFigure 2-3: Share of U.S. Retail Sales of Natural and Organic Foods andBeverages by Retail Channel, 2011 (percent)Market OutlookThe Economy and Its ImpactOrganic vs. NaturalBrand Organic?And Certify Natural?The Consumer ComponentFigure 2-4: Percent of U.S. Adult Consumers Who Agree with the Statement ISeek Out Natural and Organic Foods and Beverages,” February 2011Nearly 60% of Organic Grocery Shoppers Anticipate Increasing Organic/NaturalPurchasesFigure 2-5: Percent of U.S. Adult Grocery Shoppers Who Buy Organic GroceriesWho Agree or Disagree with the Statement “I Anticipate an Increasing Proportionof the Groceries I Use Will Be Organic or “All-Natural,” February 2011Figure 2-6: Percent of U.S. Adult Grocery Shoppers Who Buy Packaged FoodsMarketed as “All-Natural” (But Not Organic)Who Agree or Disagree with the Statement “I Anticipate an Increasing Proportionof the Groceries I Use Will Be Organic or “All-Natural,” February 2011Organic Foods and Beverages Carry a Price PremiumHow Willing Are Consumers to Pay More for Organics?Organic Farming Takes RootTable 2-2: U.S. Certified Organic Acreage, 1992, 2000, 2003, 2005, and 2008Young Farmers Joining the FieldAn Expanding Industry and MarketplaceSometimes It‟s Difficult to Produce Organic or All-Natural FoodsCensus 2010: Nation Is Older, More EthnicTable 2-3: Demographic Snapshot of the U.S. Population, 2010Health Issues Continue to Drive SalesNew 2010 Dietary GuidelinesMyPlate Icon Replaces Food Pyramid
  • Illustration 2-1: The New MyPlate Food Icon, Introduced in June 2011 Illustration 2-2: The Old MyPyramid Food Icon Introduced in 2005 Reasons for Buying Natural/Organic Foods and Beverages The Fear Factor Overlap Between Natural/Organic and Gourmet/Premium Foods Table 2-4: Percent of U.S. Adult Consumers by Level of Agreement with the Statement “I Seek Out Gourmet Foods and Beverages,” February 2011 (overall, consumers who buy organic groceries, and consumers who buy packaged foods marketed as “all-natural”) Going Local Table 2-5: Percent of U.S. Adults by Level of Agreement with the Statement “I Seek Out Local and Seasonal Foods,” February 2011 (overall, consumers who buy organic groceries, and consumers who buy packaged foods marketed as “all-natural”) Artisan Foods Table 2-6: Percent of U.S. Adult Consumers by Level of Agreement with the Statement “I Like to Buy Products with Artisan or Hand-Made Appeal,” February 2011 (overall, consumers who buy organic groceries, and consumers who buy packaged foods marketed as “all-natural”) Romancing the Products Many Natural/Organic Foods and Beverages Support Other Environmental and Social Issues Table 2-7: Percent of U.S. Adult Consumers by Level of Agreement with the Statement “Environmental and Ecological Issues Are Very Important to Me,” February 2011 (overall, consumers who buy organic groceries, and consumers who buy packaged foods marketed as “allnatural”) Table 2-8: Percent of U.S. Adult Consumers by Level of Agreement with the Statement “I Take Recycling Very Seriously,” February 2011 (overall, consumers who buy organic groceries, and consumers who buy packaged foods marketed as “all-natural”) Sustainable Packaging Humane Treatment of Animals and Sustainable Seafood The GMO Debate New Tests May Verify Organic Claims Projected Market Growth: U.S. Retail Sales Will Top $78.4 Billion by 2015Chapter 3: The Marketers Marketer Overview Global Marketers, Investors Control Many Top Brands of Natural and Organic Foods and Beverages Recent Mergers and Acquisitions Mainstream Marketers Going Natural Organic Extensions of Mainstream Lines Not Very Successful Is Selling the Company Selling Out? The Gourmet/Natural Foods Synergy Figure 3-1: Number of Natural and Organic Food and Beverage Launches by “Upscale” or “Gourmet” Package Tag/Claim, 2006-2010
  • Selling Nutritional BenefitsTable 3-1: Number of Natural and Organic Food and Beverage Launches BySelected “Nutritional” Package Tags/Claims, 2006-2010Selling ConvenienceFigure 3-2: Number of Natural and Organic Food and Beverage Launches BySelected “Convenience” Package Tags/Claims, 2006-2010Private-Label Natural and Organic Products BoomingFigure 3-3: Private-Label Natural and Organic Food and Beverage Launches,2006-2010Advertising and Marketing TrendsMarketers Ally Themselves with Social and Environmental CausesGood WorksNewman‟s OwnIllustration 3-1: Newman‟s Own Ad Encourages Consumers to VolunteerClif BarIllustration 3-2: Clif Bar‟s 2 Mile Challenge Promotes Riding BikesGuerilla Marketing TechniquesIllustration 3-3: Stonyfield Farm Lids Tout Environmental and Social CausesCEOs Rap to Promote Organic Food and BeveragesIllustration 3-4: Stonyfield CEO Gary Hirshberg Sings Out to Promote EatingOrganicIllustration 3-5: Honest Tea CEO Seth Goldman‟s “Rethink What You Drink!” RapTargeting Kids Through EntertainmentIllustration 3-6: Disney Channel Commercial for Horizon Organic MilkMaking Use of Websites and Social MediaTable 3-2: Percent of U.S. Adult Consumers by Level of Agreement with theStatement “I Am Active on Online or Mobile Social Networks (e.g., Facebook orTwitter),” February 2011 (overall, consumers who buy organic groceries, andconsumers who buy packaged foods marketed as “all-natural”)Websites and Social MediaStarbucks Savvy About Social MediaIllustration 3-7: Starbucks Mines its Facebook Fans for DataPepsiCo‟s Near East Food Products Less of a SuccessIllustration 3-8: Cooking Video on YouTube for Near East CouscousIllustration 3-9: Near East‟s Couscous Caravan Offers Free Samples at OutdoorVenuesAdvertising and Marketing PositioningIllustration 3-10: Ad for Campbell‟s Select Harvest Soup Conveys MultipleMessagesCompetitive PositioningIllustration 3-11: Sierra Mist Natural Takes on SpriteIllustration 3-12: A Wisconsin Family Accepts the “Silk for Milk 10-Day Challenge”Consumer TestimonialsIllustration 3-13: Consumers Testimonials in Mezzetta Pasta Sauce AdGood Enough to Serve My Own FamilyIllustration 3-14: Frito-Lay‟s Ingredients Buyer Selects All Natural Ingredients
  • Limited Edition Illustration 3-15: Muir Glen Reserve Tomatoes “Limited Edition” Ad Nutritional Benefits Illustration 3-16: Whole Grain Barilla Pasta Ad Illustration 3-17: Great Day All-Natural Eggs Ad Illustration 3-18: Sargento Reduced Sodium Cheese Ad Poetry in Motion Illustration 3-19: Fage Commercials: Poetry in Motion Illustration 3-20: Starbucks Natural Fusions Coffee Ad Real People Illustration 3-21: Chobani Yogurt‟s Campaign Uses Real People‟s Stories Simple Ingredients Illustration 3-22: Häagen-Dazs Five Ad Status Illustration 3-23: Green & Black‟s Organic Chocolate Ad Taste Illustration 3-24: Newman‟s Own Salad Dressings Ad Competitor Profiles Amy‟s Kitchen, Inc The Nation‟s Leading Organic Frozen Foods Brand Clif Bar & Company Raising the Ethical Bar Dole Food Co., Inc. Sustainable Organic Bananas Illustration 3-25: Dole Organic Lets Consumers Trace Bananas to the Farm Where They Were Grown EVOL Foods The EVOL Empire is Growing and Evolving Frito-Lay Going Natural The Hain Celestial Group, Inc. Growth Through Acquisitions Honest Tea Acquired by Coca-Cola Benefits for Both Sides Newman‟s Own, Inc. Wholly Dedicated to Philanthropy Organic Valley Owned by a Cooperative of Farmers Stonyfield Farm, Inc. A Model for Corporate ResponsibilityChapter 4: New Product Trends Overview Almost 2,900 Natural and Organic Products Launched in 2010 Table 4-1: Number of Natural and Organic Food and Beverage Product Launches, 2006-2010
  • Table 4-2: Natural and Organic Percent of All New Product Launches, 2006-2010(based on total number of new product reports)“Natural” the Most Popular Product TagTable 4-3: Top 10 Product Claims on New Food and Beverage Products, 2006,2008, and 2010Functional Drinks, Tea Top New Product LaunchesTable 4-4: Top 20 Product Categories for Natural and Organic Food andBeverage Product Launches, 2006-2010ALDI, Hain Celestial, Whole Foods Lead Product IntroductionsTable 4-5: Top 15 U.S. Marketers of Natural and Organic Foods and Beveragesby Number of New Product Reports, 2006-2010Macro TrendsNatural and Organic Products Promote Ethical CausesIllustration 4-1: EarthGrains Bread, Made with 20% Eco-Grain WheatIllustration 4-2: Home Chef Kitchen Soup Is Certified HumaneMore Dairies and Retailers Go Hormone-FreeDemand for Gluten-Free Foods SurgingIllustration 4-3: Gluten-Free Café Canned Soups (Natural)Illustration 4-4: Rudi‟s Gluten-Free Bread (Natural)Illustration 4-5: Amy‟s Kitchen Gluten-Free Frozen Pizza (Organic)SuperfoodsList of Superfruits Is GrowingIllustration 4-6: Celestial Seasonings‟ Kombucha—Exotic Flavors and HealthBenefits (Natural)MoriheiyaIllustration 4-7: GreeNoodle Instant Noodles (Natural)Chia SeedsIllustration 4-8: Mary‟s Gone Crackers Pretzel Sticks with Chia Seeds (Organic)Illustration 4-9: ChiaVie Superfruit Smoothie Combines Chia Seeds + Fruit(Natural)Going CoconutsCompetition Intensifying in Coconut WaterIllustration 4-10: Phenom Fortified Coconut Water (Natural)Coconut Milk Becomes a BeverageIllustration 4-11: Silk PureCoconut Milk (Natural)Illustration 4-12: So Delicious Coconut Water Sorbet (Organic)Next Up, Coconut Oil and Coconut SugarIllustration 4-13: Pamela‟s Products Cheesecake, Sweetened with Agave andCoconut Sugar (Natural)Stevia as a Natural SweetenerIllustration 4-14: Honest Tea Stevia-Sweetened Tea (Organic)Illustration 4-15: Stevia-Sweetened Rainforest Cola (Natural)Illustration 4-16: Stevia-Sweetened R.W. Knudsen Light Juices (Natural)Illustration 4-17: Stevia-Sweetened Breyer‟s YoCrunch Yogurt (NaturallySweetened)Local Trend Continues to Grow
  • Baby and Kid-Targeted Foods Play Up SafetyIllustration 4-18: Earth‟s Best Whole Grain Rice Cereal (Organic)Illustration 4-19: HappyBaby Organic Baby Food Comes in BPA-Free PouchesCategory TrendsFrozen MealsIllustration 4-20: Amy‟s Light & Lean Frozen Meals (Natural/Organic)Illustration 4-21: Amy‟s Sonoma Veggie Burger (Natural/Organic)Illustration 4-22: Kashi Frozen Basil Pesto Pizza (Natural)Illustration 4-23: Kashi Frozen Black Bean Enchilada (Natural)Illustration 4-24: Michael Angelo‟s Frozen Italian-Style Pie (Natural)Illustration 4-25: GoodHeart All Natural Cuisine Steam-in-Bag Frozen MealsIllustration 4-26: GoodHeart All Natural Cuisine Frozen Kid‟s MealsIllustration 4-27: Organic Bistro Frozen Bowl MealIllustration 4-28: Cube Artisan Foods Chimichurri Wild Pacific Salmon (Natural)Illustration 4-29: Pineland Farms Natural BeefIllustration 4-30: Tandoor Chef‟s Frozen Balanced Vegetarian Meals (Natural)Illustration 4-31: Annie Chun‟s Frozen Potstickers (Organic)Illustration 4-32: EVOL Frozen Flatbreads (Natural)Side Dishes Go More InterestingIllustration 4-33: Green Giant Healthy Colors Frozen Vegetables (Natural)Illustration 4-34: Alexia Frozen Select Sides (Natural)Illustration 4-35: Alexia Frozen Sweet Potato Puffs (Natural)Illustration 4-36: Village Harvest Frozen Whole Grains (Natural)Dairy CaseMilk: Organic Includes DHA and Omega-3 FortificationIllustration 4-37: Horizon Organic DHA Omega-3 MilkIllustration 4-38: Organic Valley Omega-3 MilkMilk Alternatives: Almond Milk WarsIllustration 4-39: Blue Diamond Almond Breeze Almond Milk (Natural)Yogurt: It‟s All Greek to MeIllustration 4-40: Chobani Champions Greek Yogurt (Natural)Illustration 4-41: Fage Total 0% Yogurt, Now in Flavors (Natural)Illustration 4-42: Stonyfield Farm‟s Oikos Organic Greek YogurtIllustration 4-43: Cascade Fresh Amande Almond Milk Yogurt (Natural)Illustration 4-44: Straus Yogurt: Organic, Local, SustainableIllustration 4-45: Organic Valley Pourable Yogurt (Organic)Illustration 4-46: DAHlicious Lassi Yogurt Smoothies (Natural)Fresh ProduceIllustration 4-47: Earthbound Farm Organic Salad KitsIllustration 4-48: Dole Natural Salad KitsCereals and Cereal BarsIllustration 4-49: Kashi Berry Blossoms Cereal (Natural)Illustration 4-50: F-Factor Cereals and Cereal Bars (Natural)Illustration 4-51: Nature Valley Granola Thins (Natural)Snacks Go More NaturalIllustration 4-52: Frito-Lay All Natural Tostitos (Natural)
  • Illustration 4-53: Frito-Lay Tostitos and Lay‟s Dip Creations (Natural) Illustration 4-54: Boulder Canyon Tortilla Chips with Hummus & Sesame (Natural) Illustration 4-55: Snyder‟s Eatsmart Naturals Snacks (Natural) Illustration 4-56: Pepperidge Farm Baked Naturals Cracker Chips (Natural) Illustration 4-57: New York Style Risotto Chips (Natural) Hale Kale Chips! Illustration 4-58: Earth Chips Kale Chips (Organic) Illustration 4-59: Rhythm Kale Chips (Natural) Desserts Cookies Illustration 4-60: Amy‟s Shortbread Cookies (Natural/Organic) Ice Cream and Frozen Desserts Illustration 4-61: Häagen-Dazs Five Ice Cream (Natural) Illustration 4-62: Raw IceCream Raw, Vegan Frozen Desserts (Organic) Illustration 4-63: Jamba Frozen Fruit Sorbet (Natural) Beverages Coffee Illustration 4-64: Starbucks Natural Fusions Coffee (Natural) Tea Illustration 4-65: Lipton 100% Natural Iced Tea Illustration 4-66: The Republic of Tea Raw Green Bush Tea (Natural) Chocolate Beverages Illustration 4-67: Honest Tea CocoaNova (Organic) Energy Drinks Illustration 4-68: Nestlé Jamba Energy Drinks (Natural) Sodas: Handcrafted and All-Natural Illustration 4-69: Waialua Soda Works Kona Red Soda (Natural) Illustration 4-70: Sipp Sparkling Eco Beverage (Organic)Chapter 5: Retail Trends Types of Retail Outlets Competitive Situation Store-within-a-Store Merchandising vs. Integration Marketers Teach Conventional Retailers How to Sell Natural/Organic Private-Label Offerings Explode Figure 5-1: Number of Private-Label Natural and Organic Beverage Launches, 2006-2010 Retailers Spearhead Animal Welfare Standards Pushing for Sustainable Seafood Supermarkets vs. Foodservice: Blurring the Boundaries Really Local Farms Chef-Run Local Markets The World‟s First All-Natural/Organic Food Court Channel and Retailer Profiles Whole Food‟s Consolidation of Super Naturals and the Continued Growth of Trader Joe‟s
  • Conventional Retailers Develop Fresh Format StoresRetailer Profile: KrogerRetailer Profile: SafewayIllustration 5-1: Safeway‟s O Organics Line of Over 300 ProductsIllustration 5-2: Safeway Open Nature 100% Natural Private-Label BrandSeveral Smaller Regional Chains Set Exemplary ExamplesCentral Market in Whole Foods‟ BackyardRetailer Profile: Publix Super Markets, a Public FavoriteRetailer Profile: Wegmans Raises the Bar on Grocery ShoppingIllustration 5-3: Wegmans Food You Feel Good About Private-LabelNatural/Organic LineIllustration 5-4: Wegmans Organic Research Farm in Canandaigua, NYNatural Food StoresWhole Foods: The Natural Leader Reemerges as a Growth LeaderFocusing on Value Yields RewardsStrong Focus on Prepared Foods and In-Store DiningMission Driven Values and Aggressive PR ImagesNew Sustainable Seafood, Animal Welfare, and Healthy Eating InitiativesA „Game Changer‟ in the Retail Food BusinessRetailer Profile: The Secrets of Trader Joe‟sRetailer Profile: Sprouts Farmers MarketNatural Co-ops Experiencing a ResurgenceRetailer Profile: PCC Natural MarketsRetailer Profile: Park Slope Food CoopRetailer Profile: Rainbow GrocerySmall-Format Grocery StoresFresh & Easy: British Invasion Not So Easy GoingGourmet/Specialty Food StoresMass Merchandisers and SupercentersRetailer Profile: Walmart Forays into Healthier FoodsGroceries Grow to 54% of Walmart‟s SalesWalmart Revamps Great Value Private-Label Brand…… After Scaling Back Ambitious Organic PlansWalmart Announces Healthier Foods InitiativeWalmart Shifts Seafood to Sustainable SourcingRetailer Profile: Target Corp. Is Targeting FoodsTarget Pushing into Fresh FoodsContest for National Warehouse Club SupremacyRetailer Profile: Costco Wholesale Corp.Retailer Profile: Sam‟s ClubRetailer Profile: BJ‟s Wholesale ClubDrugstores Making a Play for FoodDrugstores Fight Back as Retail Lines BlurDrugstores Testing Fresh FoodsRetailer Profile: WalgreensRetailer Profile: CVS Caremark
  • Can the Drugstore Channel Compete in Fresh Foods? Convenience Stores Farmers‟ Markets Chart Double-Digit Growth in 2010 Figure 5-2: Growth in Number of Farmers‟ Markets, 1994-2010 (number) Two Types of Farmers‟ Markets Farmers‟ Markets Complain About Grocery Competition Community Supported Agriculture Programs (CSAs) Internet and Mail Order Retailer Profile: FreshDirectChapter 6: The Natural/Organic Foods Consumer Consumer Overview Methodology 37% of Consumers Seek Out Natural/Organic Foods and Beverages Table 6-1: Percent of U.S. Adult Consumers by Level of Agreement with the Statement “I Seek Out Natural/Organic Foods and Beverages,” February 2011 (overall, consumers who buy organic groceries, and consumers who buy packaged foods marketed as “all-natural”) Half Are Willing to Pay More for Higher-Quality Groceries Table 6-2: Percent of U.S. Grocery Shoppers Who Agree with the Statement “I Am Willing to Pay More for Higher-Quality Groceries,” February 2011 (overall, consumers who buy organic groceries, and consumers who buy packaged foods marketed as “all-natural”) Table 6-3: Percent of U.S. Grocery Shoppers by Level of Agreement with the Statement “I Am Willing to Pay More for Better-for-You Grocery Products,” February 2011 (overall, consumers who buy organic groceries, and consumers who buy packaged foods marketed as “all-natural”) Four Out of Five Think Organic Foods Are Overpriced Table 6-4: U.S. Adult Consumer Attitudes Toward Organic/Natural Foods and Beverages, February 2011 (overall, consumers who buy organic groceries, and consumers who buy packaged foods marketed as “allnatural”) Two out of Three Adults Have Changed Wellness Lifestyle Figure 6-1: Percent of U.S. Adult Consumers by Level of Agreement with the Statement “My Wellness Goals and Behaviors Make My Lifestyle Significantly Different Than It Was 10 Years Ago,” February 2011 Table 6-5: Percent of U.S. Adult Grocery Shoppers by Level of Agreement with the Statement “The Groceries I Buy Are Determined In Part by Specific Wellness Goals,” February 2011 (overall, grocery shoppers who buy organic groceries, grocery shoppers who buy packaged foods marketed as “allnatural”) More Organic/Natural Consumers Seek Specific-Purpose Nutrition Organic/Natural Consumers Want Extra-High Nutrition Foods Table 6-6: Percent of U.S. Adult Consumers by Level of Agreement with the Statement “I Seek Out Foods and Grocery Products That Have Specific-Purpose Nutrition,” February 2011 (overall, consumers who buy organic groceries, and consumers who buy packaged foods marketed as “all-natural”) Table 6-6: Percent of U.S. Adults by Level of Agreement with the Statement “I Seek Out Foods and Grocery Products That Have Extra-High Nutrition,”
  • February 2011 (overall, consumers who buy organic groceries, and consumerswho buy packaged foods marketed as “all-natural”)More Organic/Natural Shoppers Avoid Certain FoodsTable 6-7: Percent of Grocery Shoppers by Level of Agreement with theStatement “Food Restrictions, Food Avoidances, or Food Allergies Play anImportant Role in What I Eat,” February 2011 (overall, grocery shoppers who buyorganic groceries, grocery shoppers who buy packaged foods marketed as “all-natural”)Fresh Fruit and Veggies Are the Most Popular Organic CategoriesAlmost One Out of Four Adults Looks for Organic/Natural FoodsTable 6-8: Percent of U.S. Adult Grocery Shoppers Who Usually BuyOrganic/Natural Foods and Beverages, by Product Category, February 2011(overall, consumers who usually buy organic groceries, and consumers whousually buy packaged foods marketed as “all-natural”)Table 6-9: Number and Percentage of U.S. Adult Natural/Organic Consumers,2006-2010 (consumers who look for organic/natural foods and consumers whoprefer foods without artificial additives)Supermarkets the Most Popular Place to Get Natural/Organic FoodsTable 6-10: Percent of U.S. Adult Grocery Shoppers Who Shop forOrganic/Natural Foods and Beverages, by Retail Channel, February 2011(overall, who shop for organic groceries, and who shop for “all-natural”)Whole Foods and Trader Joe‟sTable 6-11: Retail Shopping Patterns in the Past Month Among U.S. AdultConsumers, 2010 (overall, consumers who look for organic/natural foods andconsumers who prefer foods without artificial additives)Shopper Attitudes and BehaviorTable 6-12: U.S. Adult Consumer Attitudes/Behavior Toward Shopping, 2010(overall, consumers who look for organic/natural foods and consumers whoprefer foods without artificial additives)High Socioeconomic Status Characterizes Organic/Natural ShoppersTable 6-13: Selected High-Index Demographics of U.S. Adult Consumers WhoAgree with the Statement “When I Shop for Food, I Look for Organic/Natural,2010Table 6-14: Demographic Overview of U.S. Adult Consumers Who Agree withthe Statement “When I Shop for Food, I Look for Organic/Natural,” 2010 (percent,number and index of U.S. Adult consumers)Upscale and Older Consumers Prefer No Artificial AdditivesTable 6-15: Selected High-Index Demographics of U.S. Adult Consumers WhoAgree with the Statement “I Prefer Foods Without Artificial Additives,” 2010Table 6-16: Demographic Overview of U.S. Adult Consumers Who Agree withthe Statement “I Prefer Foods Without Artificial Additives,” 2010 (percent, numberand index of U.S. Adult consumers)Attitudes Toward Food and CookingAttitudes Toward Nutrition
  • Table 6-17: U.S. Adult Consumer Behavior/Attitudes Regarding Food and Cooking, 2010 (overall, consumers who look for organic/natural foods, and consumers who prefer foods without artificial additives) Table 6-18: U.S. Adult Consumer Behavior/Attitudes Regarding Nutrition, 2010 (consumers who look for organic/natural foods and consumers who prefer foods without artificial additives) One Out of Three Households Use Organic Produce Table 6-19: Leading Organic Foods by Level of U.S. Household Penetration, 2010 (percent of U.S. households) Milk Tops Organic List by Index Table 6-20: Leading Organic Foods by U.S. Adult Consumer Indexes, 2010 (consumers who look for organic/natural foods and consumers who prefer foods without artificial additives) Natural Foods Consumers and Restaurant Use Table 6-21: Frequency of Eating at Restaurants that Feature Organic Foods Among U.S. Adult Consumers, February 2011 (overall, consumers who buy organic groceries, and consumers who buy packaged foods marketed as “allnatural”) Table 6-22: Frequency of Eating at Restaurants that Feature Distinctively “All- Natural,” Fresh or Locally Grown Menus Among U.S. Adult Consumers, February 2011 (overall, consumers who shop for organic groceries, and consumers who shop for “all-natural”) Attitudes and Opinions Toward Foodservice Table 6-23: U.S. Adult Consumer Attitudes/Opinions Toward Foodservice, 2010 (overall, consumers who look for organic/natural foods, and consumers who prefer foods without artificial additives) Consumers and Media Internet Has Changed How Consumers Spend Free Time Table 6-24: Internet-Related Lifestyle Changes Among U.S. Adult Consumers, 2010 (overall, consumers who look for organic/natural foods, and consumers who prefer foods without artificial additives) Internet Has Changed How Consumers Shop Consumers and Traditional Media Consumer Attitudes Toward Advertising Table 6-25: Internet Usage Patterns Among U.S. Adult Consumers, 2010 (overall, consumers who look for organic/natural foods, and consumers who prefer foods without artificial additives) Table 6-26: Use of Traditional Media by U.S. Adult Consumers, 2010 (overall, consumers who look for organic/natural foods, and consumers who prefer foods without artificial additives) Table 6-27: U.S. Adult Consumer Attitudes Toward Advertising, 2010 (overall, consumers who look for organic/natural foods, and consumers who prefer foods without artificial additives)Appendix: Selected Industry AddessesAvailable immediately for Online Download at
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