Superfoods consumer final

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Superfoods consumer final

  1. 1. Superfoods<br />Selling<br />Successfully<br />Theresa J. Nartea<br />Marketing & Agribusiness Extension Specialist<br /> Virginia State University-Petersburg, VA<br />
  2. 2. Our Learning Objectives<br /><ul><li> Define Superfoods Market
  3. 3. Identify Superfoods Consumer
  4. 4. Understand Current Trends
  5. 5. Recommend Sales Strategies</li></li></ul><li>Define<br />Superfoods Market<br />
  6. 6. Superfood definition<br />a food that is considered to be very good for your health and that may even help some medical conditions<br />Macmillan Publishers Limited. (2011). Retrieved from http://www.macmillandictionary.com/dictionary/american/superfood<br />
  7. 7. The Market<br />Superfoods<br />Media driving Superfoods popularity<br />75% of US shoppers value & buy food for health maintenance<br />Halo Effect of “Superfood” Labels<br />Business Insights Marketing Group .(2011). Future ingredient trends in food and drinks. Retrieved from http://www.docstoc.com/docs/33444601/BUSINESS-INSIGHTS-Future-Ingredient-Trends-in-Food-and; MediaPostPublications. (2007). Functional food sales Hit $25 billion In U.S. In 2006. Retrieved from: http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=55835<br />
  8. 8. U. S. functional foods sales reached $37.4 Billion in 2009. 6 out of 10 consumers bought functional foods in 2009.<br />Sloane, A. E. (2010). The top 10 functional foods trends. Food Technology. <br />
  9. 9. Superfoods Sales Skyrocket<br />Top U.S. Sales representing 21,000 individual U.S. retail stores<br />LaRoche, J. (2011). Super foods. Retrieved from http://www.cnbc.com/id/43005831/Top_Selling_Superfoods_In_The_U_S<br />USDA AMS. (2011). National fruit & vegetable retail report. Retrieved from http://www.ams.usda.gov/mnreports/fvwretail.pdf<br />
  10. 10. Identify<br />Superfoods Consumer<br />
  11. 11. Who is the Superfoods Consumer?<br /><ul><li>Young Adults (18-24)
  12. 12. Organics Purchaser
  13. 13. Local/Natural Purchaser
  14. 14. Food Allergy Sufferers
  15. 15. Older Adults (40+)
  16. 16. Mothers of children 0-18 </li></li></ul><li>What Drives Superfoods Purchasing?<br /><ul><li> Extend Health & Improve Life
  17. 17. Be Attractive
  18. 18. Lose Weight
  19. 19. Improve Performance
  20. 20. Demonstrate Knowledge
  21. 21. Status</li></ul>Biltekoff, C. (2011). Consumer response: the paradoxes of food and health. Ann. N.Y. Acad. Sci., 1190. 174-178. doi:10.1111/j.1749-6632.2009.05268.x<br />
  22. 22. Make Healthy Eating Easy!<br />Many Consumers Need Help<br />Photo Credit: http://www.healthyrevelations.com/blog/wp-content/uploads/2009/12/eating-healthy.jpg<br />
  23. 23. 85% of Americans are still unaware or confused about “functional foods”<br />Urala, N., Schultz, H., & Spinks, J. (2011). Consumer perceptions of “functional foods” in the United States. J. of Food Products Marketing, 17, 407-419. doi:10.1080/10454446.2011.583181<br />
  24. 24. Understand<br />Current Trends<br />
  25. 25. Photo Credit: http://yankeegalscafe.com/wp-content/uploads/2011/03/out-sick.jpg<br />
  26. 26. Each Year, Healthier Diets Could Prevent Up To $71B:<br /><ul><li> Medical Costs
  27. 27. Lost Productivity
  28. 28. Disability
  29. 29. Premature Deaths</li></ul>Frazao, E. (1999). America’s eating habits: Changes and consequences. Retrieved from http://www.ers.usda.gov/Publications/AIB750/<br />
  30. 30. The Importance of Diet<br /><ul><li> The Deadly 3 </li></ul> ~ ½ of U.S. Deaths<br /><ul><li> Diabetes
  31. 31. Hypertension
  32. 32. Obesity </li></ul>heart disease, cancer, stroke<br />Frazao, E. (1999). America’s eating habits: Changes and consequences. Retrieved from http://www.ers.usda.gov/Publications/AIB750/<br />
  33. 33. Processed Food Dependency<br />90% of the American diet is composed of processed foods.<br />Photo Credit: http://www.qcap.org/files/lunchtime%20at%20HS(1).jpg<br />Balch, P. A. (2003). Prescription for dietary wellness. (Second ed.). New York, NY: Avery <br />
  34. 34. Advertisers spent $7B on food marketing. Selling processed foods is a priority!<br />Gallo, A. E. (1999). Food advertising in the US. Retrieved from http://www.ers.usda.gov/publications/aib750/aib750i.pdf<br />
  35. 35. Obesity Epidemic & Weight Loss<br /><ul><li> 52% Adults Try to Lose Weight
  36. 36. 34% Youth (12-17) are Dieting
  37. 37. Highest Obesity Rates
  38. 38. 40+ Black & Hispanic Women
  39. 39. 1 of 3 Kids Overweight </li></ul>Photo Credit: http://0.tqn.com/d/healthinsurance/1/0/q/-/-/-/obesity_1.jpg<br />Sloane, A. E. (2008, 2010). The top 10 functional foods trends. Food Technology. <br />
  40. 40. Trend: Drinks <br />Superfoods<br />Photo Credit: http://media.photobucket.com/image/bare%20naked%20superfood%20juice/Suzanne57/athome%25202008/aa-martini-3.jpg<br />
  41. 41. Trend: Supplements <br />Superfoods<br />Photo Credit: http://iconicnutra.com, http://2.bp.blogspot.com/_aHVKbnZ-sGA/TSrSmEppjeI/AAAAAAAAADs/Q9fNsUC1Abc/s1600/superfoodRender.jpg<br />
  42. 42. Trend: Pet <br />Superfoods<br />
  43. 43. Superfoods Labeling Issues<br /><ul><li>European Union Banned Superfoods Labeling
  44. 44. Superfoods Labeling Not Regulated in U.S.</li></ul>Nyholm, C. B. (2007).European countries ban marketing of "Superfoods.” Retrieved from http://www.associatedcontent.com/article/291732/european_countries_ban_marketing_of.html?cat=5<br />
  45. 45. Recommend<br />Sales Strategies<br />
  46. 46. Selling Superfoods is more than about making money if you are an ethical marketer.<br />
  47. 47. Cosmetic Foods anti-aging<br />Healthy Hair<br />http://www.webmd.com<br />Dark Green Vegetables<br />Beans<br />Nuts<br />Poultry<br />Eggs<br />Whole Grains<br />Oysters<br />Low Fat Dairy<br />Carrots<br />Glowing Skin<br />http://www.webmd.com<br />Low Fat Dairy<br />Berries<br />Plums<br />Walnuts<br />Flax Seed<br />Olive Oil<br />Whole Grains<br />Turkey<br />Nuts<br />Photo Credit: http://en.sial.fr/ExposiumCms/cms_sites/SITE_508003/images508003/logo_food_beauty.jpg, http://www.nyofficelady.com/wp-content/uploads/2010/11/healthy-hair.jpg<br />
  48. 48. Food Medicine: Nutraceuticals<br />Boosting <br />Immunity<br />http://online.prevention.com/flu_immunity/list/1.shtml<br />Yogurt<br />Oats<br />Barley<br />Garlic<br />Fish<br />Chicken<br />Tea<br />Beef<br />Sweet Potatoes<br />Mushrooms<br />Healthy Blood Pressure<br />http://www.mypyramid.gov<br />Sweet Potatoes<br />White Potatoes<br />Beans<br />Tomatoes<br />Beet Greens<br />Soybeans<br />Lima Beans<br />Winter Squash<br />Spinach<br />
  49. 49. Medical Related Diets<br />Dairy-free<br />Gluten-free<br />Low Fat<br />Low Sodium<br />Soy<br />Sugar Conscious<br />Vegetarian<br />Wheat-free<br />
  50. 50. Sell<br />NEW, UNIQUE<br />Sloane, A. E. (2010). The top 10 functional foods trends. Food Technology. Retrieved from http://sloantrend.com/Documents/2010-04%20IFTFunctional%20Food%20Trends.pdf <br />
  51. 51. COLOR<br />Sell By <br />Nutralite Health Insitute. (2010). America’s phytonutrient report: Heart health by color. Retrieved from http://thecoloringbook.opportunityzone.com/<br />
  52. 52. Photo Credit: http://www.hometownseeds.com/images/Carrot%20Seeds,%20Purple%20Haze-Vegetable%20Seeds.jpg<br />You know how to grow carrots…Try to grow a different, new color!<br />
  53. 53. Arrange by Color!<br />Photo Credit: http://msnbcmedia1.msn.com/j/ap/whole%20foods%20health-818374907_v2.grid-6x2.jpg<br />
  54. 54. TASTE<br />Sell By<br />58% consumers buy for new/improved recipes<br />37% seek new flavor combinations<br />30% desire improved taste & flavor<br />18% want fresh taste & texture<br />Photo Credit: http://2.bp.blogspot.com/_d8R4n9H7fR0/TOVP9sWG1xI/AAAAAAAAAYc/Ns9KNRMn_lU/s1600/mom-eating-healthy.jpg<br />Sloane, A. E. (2010). The top 10 functional foods trends. Food Technology. Retrieved from http://sloantrend.com/<br />
  55. 55. VALUE PRICING<br />Sell By <br />Photo Credit:http://fastfood.ocregister.com/files/2010/02/extra-value-menus.jpg<br />
  56. 56. CARING<br />Sell By <br />
  57. 57. TEACHING<br />Sell By<br />Photo Credit: http://www.choosemyplate.gov/<br />
  58. 58. SIGNS<br />Sell with<br />Eat Your Vitamins!<br />Rich in Vitamin C!<br />Keep Simple!<br />Photo Credits: http://www.ubbcentral.com/store/item/img-large/old-vintage-tin-sign-drink-milk-farm-dairy-original_260813538901.jpg http://greenrightnow.com/wp-content/uploads/2007/09/tomatoes-with-signs.jpg, dianejulia.com/WholeFoods.html<br />
  59. 59. WEB & P.R.<br />Sell with<br />Get Mapped at Google.com<br />Get on YellowPages.com<br />List on Local Harvest.org<br />List on Virginia Grown<br />List on Virginia Tourism<br />Brochure (focus health)<br />Biz Cards<br />Call the Newspaper (Food/Living Columnist)<br />
  60. 60. What We Learned<br /><ul><li> Superfoods (SF) Market Booming
  61. 61. Consumer SF Education Vital
  62. 62. Current Trends Promote SF Sales
  63. 63. Emphasize SF to Sell More</li></li></ul><li>Start SellingSuperfoods!<br />Be Healthy & <br />Thank You for Listening!<br />Photo Credit: http://www.zerofrictionfatlossx.net/images/eating.jpg<br />Theresa J. Nartea <br />Marketing & Agribusiness Extension Specialist, Virginia State University Petersburg, VA<br />804-524-5491 tnartea@vsu.edu<br />

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