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Natural and Fresh Food and Drinks
Datamonitor, Nov 2003, Pages: 88
Introduction
Natural and fresh products, with their perceived product safety and health benefits, are becoming more popular. The number of European natural food buyers is set to grow from 153 million in 2002 to 245 million in 2007. Consumer demand for better quality and tasting food and drinks has lead to steady growth in fresh foods market, which will grow to exceed €200 billion between 2002 and 2007
Scope
Analysis of consumer trends in natural and fresh food and drinks, drawing on Consumer Insight surveys and market data expertise
Analysis of natural, fresh and organic market values and growth rates. Consumer profiles are also analyzed
Detailed Action Points pinpoint how to devise effective marketing strategies that appeal to both buyers and non-buyers of natural and fresh products
Data includes detailed analysis of seven leading country markets from 2002-2007: France, Germany, Italy, The Netherlands, Spain, Sweden and the UK
Report Highlights
The European natural food and drinks market, driven by extremely strong growth in certain sectors will surpass the EUR20 billion mark between 2002 and 2007. In excess of 50% of the natural market is accounted for by organic food, sales of which are forecast to grow at an annual average rate of 10.4% over the same period
Natural consumers fall into one of three attitudinal groups - ‘Foodies’, ‘Greenies’ and those who live lifestyles of health and sustainability (Lohas). Each influences purchasing motives and frequency
In our Consumer Survey 51% of respondents stated that they trust organic and natural products more than conventional food and drinks, suggesting that this has contributed to the positive development of the European natural and fresh food and drinks markets and provides a rationale for marketers continuing their activities in this area
Reasons to Purchase
Exploit market opportunities by spotting trends using our unique market, demographic and attitudinal data and analysis
Understand the consumer attitudes and behaviors that are shaping the growing interest in all things natural and fresh
Boost the success rate of product development and marketing campaigns by understanding the obstacles to market development and how to overcome them
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