Sacred Foods and Food Traditions - US - January 2008

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources
• Sales data
• Consumer survey data
• Executive Summary
• Market size
• Kosher and halal product introductions
• Ethical foods get line extensions
• Religious affiliation not a major driver--only 5% give up food for faith
• Safety and convenience are bigger drivers
• Sacred food is an aspect of religious, ethical, and moral life ways
• Food, faith, and ethics
• Knowledge of food traditions
• Knowledge does not translate into interest
• Insights and Opportunities
• Sacred and ethical foods as "shortcuts"
• How to reach these consumers:
• Kosher and ethical food for "safety"
• How to reach these consumers:
• The halal food market
• How to reach these consumers:
• The ethical food market
• How to get the message across:
• The Market
• Market size
  • Figure 1: Sales of sacred food in the U.S., 2007
• Kosher
  • Figure 2: U.S. new product launches, kosher and halal foods, 2002-07
  • Figure 3: New launches of kosher food products in the U.S., by type of food, 2007
• Kosher, but not religious
• Halal
• Halal, but not religious
• Ethical foods
  • Figure 4: New U.S. product launches of ethical foods, 2002-07
• Foods for charitable causes
• Kindness to the environment
• Kindness to animals and humans
• The value of "Brand Halal" can build quickly due to the success of "Brand Kosher"
  • Figure 5: "Global minus U.S." new product launches, kosher and halal foods, 2002-07
• Market Drivers
• Religious affiliation
  • Figure 6: Respondents' religion, by age, November 2007
• Sacred = safety
• Sacred = convenience
  • Figure 7: Incidence of avoiding various protein-based foods, by age, April 2007
• Sacred food is an element of religious, ethical, and moral life paths
• Food, Ethics, and Faith
  • Figure 8: Spiritually based opinions, November 2007
  • Figure 9: Spiritually based opinions, by race/Hispanic origin, November 2007
  • Figure 10: Spiritually based opinions, cross tabulated with religion of respondent, November 2007
• Ethical food attributes
  • Figure 11: Ethical food attributes, by age, November 2007
• Knowledge of Faith-Based Food Traditions
  • Figure 12: Knowledge of faith-based food traiditons, by age, November 2007
• Interest in practicing specific food traditions
  • Figure 13: Interest in practicing specific food traditions, by race/Hispanic origin, November 2007
• Giving Up Food for Religious Reasons
  • Figure 14: Giving up food for religious reasons, by faith, November 2007
• Religion and food restrictions
  • Figure 15: Type of food restrictions practiced, November 2007
• Care in following food restrictions
  • Figure 16: Strictness in following food restrictions at home and away from home, November 2007
  • Figure 17: Shopping for faith-based foods, November 2007
• Appendix: Definitions, Abbreviations, and Terms
• Definitions, abbreviations, and terms
  • Figure 18: Major religions and their food restrictions, November 2007
• Religion in America
  • Figure 19: Self-described religious identification of U.S. adult population: 1990 and 2001
• Kosher food
• Halal food
• Abbreviations
• Terms
• Appendix: Supplemental Consumer Data
• Religion
  • Figure 20: Respondents' religion, by income, November 2007
  • Figure 21: Respondents' religion, by race/Hispanic origin, November 2007
• Food, ethics, and faith
  • Figure 22: Spiritually based opinions, by age, November 2007
• Knowledge of faith-based traditions
  • Figure 23: Knowledge of faith-based food traiditons, by income, November 2007
  • Figure 24: Knowledge of faith-based food traiditons, by race/Hispanic origin, November 2007
• Appendix: Trade Associations