Capitalizing on Natural & Fresh Food & Drink Trends

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