Table of Contents
- CHAPTER 1 EXECUTIVE SUMMARY
- The hot topic
- The future decoded
- Action points
- CHAPTER 2 THE FUTURE DECODED
- Key findings
- TREND: Consumer interest in health is increasing
- TREND: Eating fresh food is consumers' most important route to healthy
eating
- TREND: The market for natural food and drink has and will continue to
grow strongly
- TREND: Consumers are acting increasingly ethically
- The proportion of consumers acting ethically is growing
- Consumers are increasingly likely to pay more for ethical goods
- TREND: Organics is showing particularly strong growth
- TREND: Users tend to move through a defined series of product categories
- TREND: Alternative distribution channels remain strong
- Case study: UK and US farmers' markets
- INSIGHT: Beliefs about the importance of organics vary by country
- INSIGHT: Buying organic is not typically an altruistic act
- INSIGHT: Consumer trust remains a vital issue
- INSIGHT: Future natural food growth will be highest amongst today's
occasional users
- INSIGHT: Natural and fresh food flourishes in key consumer demographic
groups
- INSIGHT: Increasing consumer interest in fresh food is not matched by
more new product launches tagged as such
- INSIGHT: Fresh food and drink covers a number of possible consumer
benefits
- CHAPTER 3 ACTION POINTS
- Key findings
- ACTION: Develop products that draw upon the key fresh concepts
- ACTION: Combine natural and fresh with other health-related benefits
- ACTION: Ensure that product claims are substantiated
- ACTION: Use packaging formats that enhance fresh-appeal
- ACTION: Reflect brand attributes in the packaging composition
- ACTION: Develop attractive price points for organics
- ACTION: Focus on selling the taste benefits of organics
- ACTION: Maintain the trustworthiness of organics
- ACTION: Don't forget the attractive niche that is ethically-minded
- ACTION: Use targeted media to develop segment-specific campaigns
- ACTION: Spread the positive beliefs about organics
- ACTION: Improve the provision of information to consumers
- ACTION: Promote the story of the product
- ACTION: Learn from the successes of the expanding niche channels
- ACTION: Ensure shelf stand-out as naturals go mainstream
- CHAPTER 4 APPENDIX
- Supplementary data
- Definitions
- Research methodology
- References
- How to contact experts in your industry
- List of Tables
- Table 1: Responses to the question "To what extent have you taken
active steps to eat more healthily in the past year?", US & Europe,
2006
- Table 2: Responses to the question "How important is eating fresh food
and drinks in maintaining a healthy diet?", US & Europe, 2006
- Table 3: Responses to the question "How important is reducing
consumption of processed food and drink in maintaining a healthy diet?",
US & Europe, 2006
- Table 4: Responses to the question "How has your interest in
purchasing fresh, natural and organic food and drink changed in the
previous 12 months?", US & Europe, 2006
- Table 5: Global natural and organic new product development, 1990-2006
- Table 6: Value of the US & European natural (including organic)
food and drink market, 2000-2010
- Table 7: Value of the US & European organic food and drink market,
by country, 2000-2010
- Table 8: Value of the US & European natural (including organic)
food and drink market, by key product categories, 2000-2010
- Table 9: Value of US & European organic food and drink market, by
key product categories, 2000-2010
- Table 10: Value of the US & European natural (excluding organic)
food and drink market, by key product categories, 2000-2010
- Table 11: Structure of the European & US organic food retail
market, 2002
- Table 12: Responses to the question "How important is eating organic
food and drinks in maintaining a healthy diet?", US & Europe, 2006
- Table 13: Success of natural/organic food and drink at tapping into
consumers eating more healthily, US & Europe, 2006
- Table 14: Ranking of the importance of the reasons for buying organic,
US & Europe, 2006
- Table 15: Natural (excluding organic) food users as % of the total US
and European population, 2000-2010
- Table 16: Organic food users as % of the total US and European
population, 2000-2010
- Table 17: US and European organic food and drink users by frequency
and scale of use, 2005
- Table 18: Potential winners and losers from the fresh trend
- Table 19: Global new product development incorporating key fresh
concepts*, 2000-2006
- Table 20: Global new product development incorporating key fresh
concepts, 2000-2006
- Table 21: Responses to the question "How important are the following
in maintaining a healthy diet?", US & Europe, 2006
- Table 22: Natural, Organic and Fresh new products that have additional
health benefits by type, 2000-06
- Table 23: Responses to the question "To what extent have you bought
ethical or socially-responsible grocery items in the past year?", US &
Europe, 2006
- Table 24: Ideas for possible targeted, segment-specific marketing
campaigns
- Table 25: Value of the US & European organic bakery & cereals
market, by country, 2000-2010
- Table 26: Value of the US & European organic dairy food market, by
country, 2000-2010
- Table 27: Value of the US & European organic fruit & vegetable
market, by country, 2000-2010
- Table 28: Value of the US & European organic juices market, by
country, 2000-2010
- Table 29: Value of the US & European organic meat & fish
market, by country, 2000-2010
- Table 30: Value of the US & European organic ready meals market,
by country, 2000-2010
- List of Figures
- Figure 1: Ethical consumer behavior by country, 2000-2005
- Figure 2: Willingness to pay more for ethical products by country,
2000-2005
- Figure 3: Organics in Wal-Mart's new Plano, Texas test store
- Figure 4: Consumer trust in natural and organic products relative to
conventional food and drink
- Figure 5: Age distribution of European natural and fresh food and
drink consumers, 2005
- Figure 6: Age profile and purchase motivations for core, secondary and
sporadic consumers of organic and natural food and drinks
- Figure 7: New products incorporating raw, local and reduced packaging,
2006
- Figure 8: Natural & fresh products with additional health
benefits, 2006
- Figure 9: New products declaring their organic content, 2006
- Figure 10: Packaging formats that enhance a product's freshness
- Figure 11: Examples of environmentally-friendly packaging
- Figure 12: A value-priced Sunflower Market natural food store, US
- Figure 13: Contrasting formats for natural foods retailing, Europe
- Figure 14: Marketing that emphasizes the safety of organics
- Figure 15: Horizon Organic's "Seven Steps to an Organic Lifestyle",
2006
- Figure 16: Adapting farmers' market advantages for the mass market
- Figure 17: Products that suggest a personal nature
- Figure 18: Products attributes which suggest small-scale preparation
- Figure 19: Adapting fresh food supermarket advantages for the mass
market
- Figure 20: Packaging design to ensure shelf stand-out, 2006
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