American Living - January 2008

Table of Contents

• Scope and Themes
• Report outline
• Key themes
• Green Shopping
• The Eco-Echo Boomer
• A boost for Boomers; in a Bottle, in a Box
• Retirement redefined
• Premium Food and Beverage
• Terms
• Theme: Green Shopping
• Introduction
• Overview
• Contributing reports
• Abbreviations
• Executive Summary
• The green shopper labels
• Traits of the green shopper
• Where they buy
• Online
• Green bricks and mortar
• The Wal-Mart factor
• What they buy
• Eco food and beverage
• Green fashion
• Pet food and supplies
• Cookware
• Personal care
• Green gifting
• Green credit cards
• Encouraging green shopping
• Cause related marketing provides a strong boost
• Beware green washing
• The price hurdle
• A challenge for electronics
• What does it mean to be a "green" shopper?
  • Figure 1: Green consumer groups as a share of total U.S. population, 2005
• Lifestyles of Health and Sustainability (LOHAS)
  • Figure 2: The lohas market, 2006
• Traits of the green shopper
• Where they buy
• Online outlets
  • Figure 3: Total high-speed Internet penetration, 2002-07, March 2007
  • Figure 4: Products 18-24s purchase most online, by gender, February 2007
• Green buildings
• Green Exchange
• The Wal-Mart factor
  • Figure 5: Purchase venues for organic foods and beverages, July 2007
  • Figure 6: Alloy U Award winners for Top Socially Responsible Brands as recognized by college students, 2006 and 2007
• What they buy
  • Figure 7: new product launches with an environmentally friendly product claim, 2002-07
  • Figure 8: Purchase of products that follow green principles, by type of product, September 2006
• Trend: Eco food and beverage
  • Figure 9: Sun Chips Multigrain Snacks product overview
  • Figure 10: Florida' s Natural Premium Orange Juice product overview
  • Figure 11: Louis Kemp Crab Deli Delights Flake Style Crab product overview
• Trend: Green fashion
• Trend: Pet food and supplies
  • Figure 12: New pet food and pet product launches with an environmentally friendly product claim, 2003-07
  • Figure 13: Pet Promise Natural Dog Food product overviewFigure 14: Purina Yesterday' s News Cat Litter product overview
• Trend: Cookware
  • Figure 15: Attitudes towards cookware, cooking and cooking shows, September 2007
• Trend: Personal care
  • Figure 16: Yves Rocher Jardins du Monde African Cocoa Bean Shower Cream product overview
  • Figure 17: Lumene Skincare For Men Moisturizing Shave Gel product overview
  • Figure 18: Family Dollar Essential Care Body Wash product overview
• Trend: green gifting
• Recycle, "regift"
• Green credit cards
• Encouraging green shopping
• Cause related marketing provides a strong boost
• Beware green washing
• The price hurdle
  • Figure 19: Opinions about expense of green living, agree summary, August 2006
• A challenge for electronics
• Theme: The Eco-Echo Booomer
• Introduction
• Overview
• Contributing reports
• Abbreviations
• Executive Summary
• Echo Boomer Culture?
• Parental influence
• Global travelers
• Marriage...
• ...and children
• Home ownership
• The Ethnic Eco Echo
• Echo Boomers: The next "big thing"
  • Figure 20: U.S. population, by generation, 2007
• Tied by apron strings
  • Figure 21: Living situation of 18-24 year olds, by gender, February 2007
• The Echo Boomer globe trekker
  • Figure 22: Number of outside of the U.S./overseas vacations taken in past 12 months, by age, April 2007
• Influenced by the Web
  • Figure 23: Browsing social networks by 18-24 year olds, hours per week, by gender, February 2007
• The Eco Echo Boomer marriage and wedding
  • Figure 24: Estimated median age at first marriage, by gender, 1960-2006
• The Eco-Echo Parent
  • Figure 25: Live births, by birth order and age of mother, 2004
• Baby food
  • Figure 26: New baby food launches with an organic claim, 1996-2007.
  • Figure 27: Gerber Graduates For Toddlers Fruit Strips Flavored Fruit Bars product overview
  • Figure 28: Gerber Tender Harvest 2nd Foods Organic Butternut Squash and Corn product overview
• Diapers
  • Figure 29: Nature Baby Care Eco Friendly Diapers product overview
• Baby clothes
• The Eco Echo Boomers homeowner
  • Figure 30: Incidence of home ownership, by age, 1995-2006
• Flooring
• Paint
• Lawn and garden
• Outdoor furniture
• The Ethnic Eco Echo
  • Figure 31: 18-24 population by race/ethnicity, 2007 and 2012
  • Figure 32: Frequency of buying green products, by race/ethnicity, August 2006
• Theme: A Boost for Boomers: In a Bottle, In a Box
• Introduction
• Contributing reports
• Abbreviations
• Executive Summary
• The many faces of Baby Boomers
• Racial and ethnic diversity
• Motivations and tactics differ for Boomer age segments
• The diet battle
• Vitamin and mineral use among Boomers
• Use of functional foods and beverages
• The Baby Boomer demographic cuts a wide swath
  • Figure 33: Ethnic makeup of the total U.S. and Boomer population, 2006
• The racially and ethnically diverse Baby Boomers
  • Figure 34: Importance of living a healthy life, by race/ethnicity, August 2007
  • Figure 35: Incidence of purchasing functional foods or beverages in the past three months, by race/ethnicity, May 2007
• Motivations and tactics differ for Boomer age segments
  • Figure 36: Factors considered important for healthy living, by age, August 2007
  • Figure 37: Interest in health-related topics, by age, June 2007
• The diet battle
  • Figure 38: Number of respondents controlling diet, by age, January-October 2006
  • Figure 39: Reasons for controlling diet, by age, January-October 2006
  • Figure 40: New product introductions with a weight control claim, 2002-07
  • Figure 41: Types of food purchased when dieting, by age, January-October 2006
• Vitamin and mineral use among Boomers
  • Figure 42: Types of vitamins/mineral tablets/capsule/liquids used by age, January-October 2006
  • Figure 43: New product introductions with a vitamin/mineral fortification claim, 2002-07
  • Figure 44: Interest in alternative formats for vitamins/minerals, by age, July 2007
  • Figure 45: Importance of nutritional product claims, by age, January 2007
• Use of functional foods and beverages
  • Figure 46: Incidence of purchasing functional foods or beverages in the past three months, by age, May 2007
  • Figure 47: FDM* sales of functional beverages, segmented by type, 2005 and 2007
  • Figure 48: U.S. natural channel sales of bars, by type, 2004 and 2006
  • Figure 49: Dagoba Apothecary Moon Cycle Dark Chocolate Bar product overview
  • Figure 50: New product introductions with functional claims, by type of claim, 2002-07Figure 51: Quaker Instant Oatmeal Holiday Cinnamon Spice Cereal product overview
  • Figure 52: Corazonas Heart Healthy product overview
  • Figure 53: Kashi Heart To Heart Honey Oat Waffles product overview
  • Figure 54: Kroger Cholesterol Lowering Fat Free Milk product overview
  • Figure 55: Blue Bunny Light Omega3 Yogurt product overview
  • Figure 56: Simply Nutrilite Twist Tube Drink Mix product overview
  • Figure 57: Sipping Beauty Tea product overview
  • Figure 58: Pokka Chrysanthemum White Tea product overview
  • Figure 59: Tropicana Essentiels Jus de Raisin Pomme Cassis M e et Cranberry product overview
  • Figure 60: Vichy Célestins Complexe Anti-Age product overview
• Theme: Retirement Redefined
• Introduction
• Contributing reports
• Abbreviations
• Executive Summary
• Low confidence in financials
• A shift in funding sources
• Second careers a natural move
• Opportunities to provide financial guidance
• Competition for retirement dollars tight
• Retiring Boomers less likely to move
• Leisure and travel important retirement considerations
• Boomer travel
• Boomers working longer, footing the retirement bill
  • Figure 61: Age individuals plan to retire, by age group, September 2007
• Confidence in financial situation
  • Figure 62: Personal assessment of financial security, October 2006
  • Figure 63: Agreement with: "I feel confident that I will have enough money when I retire", September 2007
• Where the retirement funds will come from
  • Figure 64: Whether expect to receive a pension, by age, September 2007
  • Figure 65: Investment types currently held by 45-59 year olds, January-October 2006
• Second careers
• Opportunities to provide financial guidance
• Competition for retirement dollars
• Retiring Boomers stay home...
  • Figure 66: Whether expect to move/sell house when retired, by age, September 2007
• ...but travel and play more
• Boomer leisure time
• Boomer travel
  • Figure 67: Top 10 Baby Boomer travel trends, 2007
  • Figure 68: Components of an enjoyable vacation, by age, April 2007
• Where they travel
• Luxury travel
• Travel with (or without) children
• Second weddings and vow renewals
• Cruises
• Booking channels
• Theme: Premium Food and Beverage
• Introduction
• Contributing reports
• Abbreviations
• Executive Summary
• Premium sector booming
• What premium means
• Organic sector booming
• Three premium categories
• Organic, natural and source verified
  • Figure 69: Total U.S. retail sales of organic food, at current and constant prices, 2002-07
  • Figure 70: New organic food products, by category, 2002-07
  • Figure 71: Ben & Jerry' s Organic Ice Cream product overview
  • Figure 72: McCormick Gourmet 100% Organic Coarse Grind Black Pepper product overview
  • Figure 73: Oberto Organic Beef Jerky product overview
  • Figure 74: Post Healthy Classics Grape-Nuts Organic Cereal product overview
• Fresh and refrigerated
• Red meat
• Poultry
• Breakfast and Sandwich Meat
• Cheese
• Bread
• Yogurt and yogurt drinks
• Milk
• Pantry and frozen offerings
• Frozen meals
  • Figure 75: Top ten positioning claims of new frozen meal products, January 2007-August 2007
  • Figure 76: Types of individual frozen meals users would like to see more of, by household income, June 2007
  • Figure 77: Mario Batali Regional Recipes product overview
• Shelf stable meals
  • Figure 78: Kraft Bistro Deluxe Creamy Portobello Mushroom Meal product overview
  • Figure 79: Kraft Easy Mac Cups product overview
• Pasta and pasta-based meals
• Side dishes
  • Figure 80: Pastene Arborio Rice product overview
  • Figure 81: Lunds & Byerly' s Roasted Wild Rice product overview
  • Figure 82: Cedarlane all-natural Macaroni & Cheese Pasta product overview
• Frozen snacks
  • Figure 83: Sigma Supreme Crab Stuffed Portabella Mushrooms product overview
• Soup
• Bars
  • Figure 84: Smart Monkey Raw Bars product overview
  • Figure 85: Back To Nature Chewy Trail Mix Bars product overview
  • Figure 86: Cascadian Farm Organic Chocolate Chip Granola Bars product overview
• Snacks
  • Figure 87: Planters Organic Nut Selections product overview
  • Figure 88: Safeway Tropical Treasures product overview
  • Figure 89: Mrs. May' s Naturals Strawberry & Nut Crunch product overview
• Sweet indulgences
• Premium chocolate
• Cookies and cookie bars
  • Figure 90: Newman' s Own Organic Champion Chip product overview
• Cakes and pies
• Ice cream and frozen novelties