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Innovation in Natural and Organic Food and Drinks: Winning NPD Strategies and Future Trends in Healthy and Ethical Products
Business Insights, May 2006, Pages: 122
The terms natural and organic are not mutually exclusive: many products are marketed as ‘natural’ without organic certification; likewise, a number of organic products do not incorporate the term ‘natural’ in marketing, or in the brand or product name. However, this report pairs the analysis of the natural and organic market due to their close relationship. The report assesses the growth of the natural and/or organic market since 2001 in the global food and drink industry, and offers insight into its future potential.
Many consumers view terms such as natural and organic as indicative of a high quality, healthy product. In line with growing health and nutrition awareness, this sector is expected to go from strength to strength. Its success will be fuelled by manufacturer-led, educational campaigns to inform consumers of a product’s unique selling point (USP) in terms of taste, health and/or wellbeing. New product development will be essential to growth in this market, and will originate from smaller start-up companies through to multinational billion dollar organizations. The data used in this report to substantiate analysis and future forecasts is from Productscan Online, which is the world’s longest-established and largest database of new product launches in the fast moving consumer goods industry. It contains detailed reports on all key new products launched, including full product details plus an ‘innovation rating’ that determines whether, and how, a product breaks new ground. The Productscan Online database is updated using a variety of different sources, including store checks, trade fairs, notification from manufacturers, and press releases.
By 2009, the European and US organic food and drinks market will be worth at least $49.2bn. In the US Wal-Mart has recognised the huge potential of this market and it is currently developing an extensive private label organics portfolio.
“Innovation in Natural and Organic Food and Drinks: Winning NPD Strategies and Future Trends in Healthy and Ethical Products” is a new management report that provides key natural and organic food and drinks market value data and forecasts to 2009 and analyses NPD and innovation data to identify how manufacturers are adapting to changes in this market. It also examines the key trends evolving in the natural and organic food and drinks market across health, convenience and premiumization and the strategies of innovative leading manufacturers that are driving these changes.
Improve your growth strategies using this new report’s analysis of the leading natural and organic food and drinks innovators, the most successful categories and future growth opportunities in the natural and organic food and drinks markets.
Key Findings:
The soft drinks category holds the largest share of new natural & organic NPD products launched between 2001 and 2006 in Europe, Latin America and Asia-Pacific.
Confectionery showed a rise in the number of products launched in 2006 that were natural and organic rising to 5.3% from 4.2% in 2001; all other sectors recorded a decline.
Growth in the dairy category (10.8%) will exceed bakery and cereals (8.7%) over the five-year period, placing dairy as the leading organic category in value terms by 2009.
9.7% of new natural and organic products were labeled as free from trans fats in 2006 increasing by 7.1 percentage points from 2.6% in 2003.
The organic and natural trend is being driven by retailers in more mature markets. Retailers are developing extensive private label ranges and as a result, manufacturers are not producing as many organic products as in 2000 because of the associated price competition.
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