Table of Contents
Chapter 1: Executive Summary
- Scope and Methodology
- Scope of Report
- Definition of “Fresh Foods”
- Definition of “Local Foods”
- Report Methodology
- Market Overview
- History of the Local Foods Movement
- Media Spreads Global Green Culture
- Retail Sales of Fresh Foods Total $230 Billion
- New Sales Tracking Estimates Perishables Department Sales at $87 Billion
- Table 1-1: U.S. Retail Sales of Perishable Products by Category, 2006
(in millions of dollars)
- Market Size and Growth of Local Foods
- Consumers Equate Freshness with Higher Quality
- “Freshness” also the Top Reason Consumers Buy Local Foods
- Consumer Attitudes Toward Fresh Ingredients
- Straight from the Farm
- Smallest Scale Farms on the Ups
- Figure 1-1: Share of U.S. Farm Production: 1997 vs. 2003 (percent)
Organic Farming
- Farmers Band Together to Market Their Products
- Farmers Pursue Direct-to-Consumer Sales
- Farmers' Markets Are Flourishing
- Retail Channels
- Fresh Foods Showing Up in All Retail Channels
- Local: The Next (Challenging) Step
- Supermarkets Looking to the Perimeter
- Supermarkets Shifting to Fresh Foods Formats
- Convenience Stores Get Fresh
- Foodservice Channels
- “Fresh” and “Local” Also Important in Restaurants
- Fresh and Local Cross All Levels
- Institutional Foodservice: The New Frontier of Sustainable Dining
- School Foodservice a Growing Market
- Trends in Fresh Packaged Foods
- Market Leaders Include Major Conglomerates
- Smaller Marketers Also Find a Place at the Table
- Natural, Fresh, and Organic Among Top Packaged Food Claims
- Figure 1-2: Number of New “Natural,” “Fresh,”
and “Organic” Packaged Food Introductions by Package Tag/Claim,
2004-2006
- Branding Adds Cachet to Commodity Products
- Pre-Prepared Products
- Better-for-You Products
- Getting Kids to Eat More Fruits and Veggies
- Looking Ahead
Chapter 2: Market Overview
- Scope of Report
- Focus on Four Key Areas
- What Is “Fresh”?
- Definition of Local Foods and History of the Movement
- How Local Is “Local”?
- Local Also Embodies Seasonal
- Media Spreads Global Green Culture
- It' s Hard to Be a Locavore
- Is “Locally Grown” the Next “Organic”?
- The “Food Miles” Concept
- Backlash to Bottled Water
- The Slow Food Trend
- Market Trends
- Retail Sales of Fresh Foods Total $230 Billion
- Fresh Foods Make Up 43% of the Supermarket Basket
- Tracked Perishable Foods Sales $66.5 Billion in 2006
- Table 2-1: IRI-Tracked Sales of Perishable Foods Categories, 2002-2006
(in millions of dollars)
- Fast-Growing Fresh and Refrigerated Categories in Mass-Market Channels
- Table 2-2: Highest-Growth Perishable Foods Categories by IRI-Tracked
Sales Gains, 2002-2006 (in millions of dollars)
- New Sales Tracking Estimates Perishables Department Sales at $87 Billion
- Table 2-3: U.S. Retail Sales of Perishable Products by Category, 2006
(in millions of dollars)
- Packaged Salads Lead Produce Department Sales
- Figure 2-1: Top 10 Produce Department Categories, 2006 (% share of
dollar sales)
- Beef Accounts for Over Half of Fresh Meat Sales
- Figure 2-2: Top Meat Department Categories, 2006 (% share of dollar
sales)
- Entrees Are 30% of Prepared Deli Sales
- Breads Are 27% of In-Store Bakery Sales
- Seafood Includes Both Fresh and Frozen Products
- Market Size and Growth of Local Foods
- Figure 2-3: U.S. Retail Sales of Locally Grown Foods: 2002, 2007, and
2011 (in billions of dollars)
- A Broad Spectrum of Distribution Channels
- Consumers Equate Freshness with Higher Quality
- Freshness as a Perception
- “Freshness” also the Top Reason Consumers Buy Local Foods
- Benefits of Buying Local Foods
- A Way of Romancing Food
- Fresh and Local Foods as a Competitive Strategy
- Retailers Shifting to “Fresh Format” Stores
- Are Consumers “Fresh Stressed”?
- Consumers Still Shopping Organic
- The Wellness Factor
- Food Safety Under Fire
- Repercussions from the E. Coli Outbreak
- Controversy Over Raw Milk
- Farmers' Markets Also Under Scrutiny
- States Lend Marketing Support to Local Foods Movement
- The Consumer
- Simmons Consumer Data
- Consumer Attitudes Toward Fresh Ingredients
- Homemakers Most Likely to Seek Fresh Ingredients
- One Out of Four Shoppers Seek Both Fresh and Organic/Natural
- Figure 2-4: Top 10 Demographic Groups Who Look for Both the Freshest
Ingredients and Organic/Natural Foods When They Cook, 2006 (index)
- Table 2-4: Shopper Indexes by Retail Channel: Look for the Freshest
Ingredients When They Cook, 2006 (U.S. adults)
- Table 2-5: Shopper Indexes by Retail Channel: “Agree a Lot”
That They Look for the Freshest Ingredients When They Cook, 2006 (U.S.
adults)
- Table 2-6: Demographic Overview of Consumers Who Agree That They Look
for the Freshest Ingredients When They Cook, 2006 (U.S. adults)
- Consumer Shopping Behavior
- Consumers Scout Around for Fresh Produce
- Table 2-7: Consumer Preferences for Food Purchasing Locations, 2006
(U.S. adults)
Chapter 3: Straight from the Farm
- Local Farms and Farmers' Markets
- Smallest Scale Farms on the Ups
- Table 3-1: Number and Share of U.S. Farms by Type: 1995 vs. 2003
- Figure 3-1: Share of U.S. Farm Production: 1997 vs. 2003 (percent)
- Organic Farming
- Farmers Band Together to Market Their Products
- Farmers Pursue Direct-to-Consumer Sales
- USDA Adds Support
- Farmers' Markets Are Flourishing
- Figure 3-2: Growth in Number of Farmers' Markets, 1994-2006
- Two Types of Farmers' Markets
- Farmers' Markets Benefit Consumers, Farmers, and the Community
- Benefits to Consumers
- Benefits to Farmers and Small Producers
- Benefits to the Community
- The Markets in Off-Season
- Farmers' Markets Face a Crop of Challenges
- Whole Foods: If You Can' t Lick ' Em, Join ' Em
- Trend Profile: NYC' s Greenmarket
- Trend Profile: Seattle' s Pike Place Market
- Community Supported Agriculture Programs (CSAs)
- Organic Buying Clubs
Chapter 4: Retail Channels
- The Competitive Landscape
- Fresh Foods Showing Up in All Retail Channels
- Local: The Next (Challenging) Step
- Focus on Supermarkets
- Supermarkets Looking to the Perimeter
- Table 4-1: Top-Index Supermarket/Food Store Chains for Consumer
Agreement with Statement: I Look for the Freshest Ingredients When I Cook,
2006 (U.S. adults)
- Supermarkets Shifting to Fresh Foods Formats
- Trend Profile: Safeway
- Other Chains Also Following the Fresh Format Path
- Independents Have Local Advantages
- Key Perishables Departments Are Signatures for Supermarkets
- Fresh Produce Produces
- Meating Expectations
- In-Store Bakeries
- Dairy and Baked Goods Aisles
- Deli Is Hot, as Supermarkets Build Up Takeout
- Turning Grocery Stores into Restaurants
- Table 4-2: Shopping Patterns by Supermarket/Food Store Chain by
Agreement with Statement: I Look for the Freshest Ingredients When I Cook,
2006 (U.S. adults)
- Focus on Natural Food Stores
- Natural Foods Tap the Mainstream Consumer
- Trend Profile: Whole Foods Market
- Aggressive Expansion Spearheads Growth
- Criticism Moves Retailer Toward Locally Grown Foods
- Corporate Drawbacks to “Buying Local”
- Local Initiatives Are Competition Driven
- Wild Oats Also Emphasizing “Local”
- Focus on Specialty Food Stores
- Many Stores a Natural for Fresh, Local Appeal
- Trend Profile: Stew Leonard' s
- Focus on Value Players
- Supercenters and Mass Merchandisers
- Trend Profile: Wal-Mart Stores Go Upscale and Local
- Wal-Mart Goes Local
- Target Emphasizing Fresh, Organics, and Meal Solutions
- Focus on Warehouse Clubs
- Warehouse Club Units Proliferating Rapidly
- Costco the Strongest Player in Fresh Foods
- Focus on Convenience Stores
- Convenience Stores Get Fresh
- Fresh Food Challenges
- Emerging Competition from Britain and Japan
- Trend Profile: 7-Eleven
- Trend Profile: NexStore Marketplace
- Focus on the Internet
- A Renaissance for Online Grocers
- Trend Profile: FreshDirect
Chapter 5: Foodservice Channels
- Restaurants
- “Fresh” and “Local” Are Important Marketing
Attributes
- Fresh and Local Cross All Levels
- In the Restaurants
- Chez Panisse and Alice Waters
- Blue Hill and Dan Barber
- Frontera Grill and Rick Bayless
- Wolfgang Puck
- Lettuce Entertain You
- Ruby Tuesday
- Chipotle Mexican Grill
- Buying Local Is Challenging But Beneficial
- Report Highlights Drawbacks and Advantages to Foodservice Sourcing of
Locally Grown Products
- Trend Profile: Burgerville
- Table 5-1: Restaurant Chain Usage by Agreement with Statement: I Look
for the Freshest Ingredients When I Cook, 2006 (U.S. adults)
- Institutional Foodservice
- The New Frontier of Sustainable Dining
- Trend Profile: Bon Appétit Management Co.
- Trend Profile: Google' s Café 150
- Trend Profile: Kaiser Permanente
- School Foodservice
- A Growing Market
- Trend Profile: Yale University
Chapter 6: Trends in Fresh Packaged Foods
- Overview
- Market Leaders Include Many Major Conglomerates
- Smaller Marketers Also Find a Place at the Table
- Natural, Fresh, and Organic Among Top Packaged Food Claims
- Figure 6-1: Number of New “Natural,” “Fresh,”
and “Organic” Packaged Food Introductions by Package Tag/Claim:
2004-2006
- Branding Adds Cachet to Commodity Products
- Pre-Prepared Products
- Better-for-You Products
- Getting Kids to Eat More Fruits and Veggies
- Package Sizes Suit Different Family Sizes and Channels
- Trends in Fresh Produce
- Salad Days
- Ready-to-Cook Vegetables Use Advanced Packaging Technologies
- Other New Produce Items
- Pre-Cut Fruit
- Superpremium Fresh Juices
- Meat and Poultry
- Deli Department
- Deli Meats Go Natural
- More Marketers Offering Refrigerated Side Dishes
- Dairy Department
- Yogurt
- Cheese
- Refrigerated Make-it-Yourself Pizza
- Eggs
- Orange Juice
- Bakery Department
- Trend Profiles
- Casa Sanchez
- Chiquita Brands International
- Kraft Foods
- Fresh Salads a Fresh Focus
- Oscar Mayer Extending its Lunch Equity to Adults
- Jazzing Up Cheese and Dairy Products
- La Brea Bakery
Chapter 7: Looking Ahead
- Freshness Is Crucial for the Food Industry
- Reorganizing the Store for Fresh Foods
- “Eating Local”: Trend or Fad?
- How to “Go Local”
- Targeting Hispanic Consumers
- Meal Preparation Stores: Cooking Out-Eating In
- Gunning for Whole Foods
- Advances in Technology Will Aid Freshness
Appendix: Addresses of Selected Marketers, Retailers, and Restaurants and Foodservice Providers
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