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Natural & Fresh Food and Drinks 2003
Datamonitor, Feb 2004, Pages: 85
Chapter 1 EXECUTIVE SUMMARY 3
Hot topic 3
The future decoded 3
Action points 5
Chapter 2 THE FUTURE DECODED 12
Definition and introduction 12
Defining natural, organic and fresh concepts 13
Consumer trends in natural and fresh food and drinks 14
Consumers are losing confidence in the food industry 15
Growing health and wellness concerns are affecting purchases 17
Greater trust in natural and fresh foods is helping growth 19
More consumers are turning to natural and fresh goods 20
Category and country trends in natural and fresh goods 22
Natural and fresh consumer characteristics 26
Consumer education is key to attracting non-adopting consumers 27
Organic and natural consumers are demographically diverse 30
Key life events form ‘trigger points’ for natural food adoption 33
Consumer attitudes and behavior towards natural and fresh goods 36
Freshness is a key quality indicator for consumers 37
Consumers will increasingly seek proof of local authenticity 41
Consumers increasingly perceive natural to be fashionable 42
Consumers often adopt a phased approach to buying natural 43
The channel influences consumers’ perceptions 44
Buying behavior of natural buyers reflects attitudinal groupings 45
Natural consumers’ perception of improved taste and quality vary 49
Few core natural shoppers eat out 50
Consumers perceive natural food packaging to be bland 51
Consumers are willing to pay only small premiums for organics 52
Consumers are seeking innovative natural product propositions 59
Conclusions 62
Chapter 3 ACTION POINTS 64
Offer natural and fresh as solutions to consumers’ food fears 64
Ensure that all product claims are fully justified and supported 65
Develop sustained, targeted consumer education programs 66
Use promotional labeling presenting small ‘did you know’ facts 67
Tell the consumer the product story 68
Don’t assume consumers understand organic labeling 69
Make the distinction between organic and natural foods clear 69
Focus on certain consumers with targeted education 69
Increase efforts to promote “external” benefits of organics 69
Make use of ‘comparative advertising’ 70
Refine packaging to re-emphasize positioning 71
Promote natural and organic lifestlyes as cool 71
Pursue a holistic natural positioning through packaging 72
Focus campaigns on those likely to adjust purchases 72
Target seniors growing awareness and concern for health 73
Target the switching nature of the Newly Employed 73
Target Empty Nesters’ willingness to try new things 73
Target mothers who want their children to snack healthily 74
Pursue a “high quality, good taste” positioning 75
Enhance and promote product quality and taste first and foremost 75
Ensure natural and organic products are aspirational 77
Use packaging formats that enhance freshness 77
Avoid simply slashing prices 78
Focus on core natural buyers’ unmet service channel needs 79
Chapter 4 APPENDIX 80
Supplementary data 80
Report definitions 81
Research methodology 82
Bibliography 83
How to contact experts in your industry 85
List of Tables
Table 1: Percentage and total number of natural food and drink consumers, by usage status, by country, 2002-2007 21
Table 2: Value of European natural (including organic) food and drink markets, by key product categories, $bn, 2002-2007 22
Table 3: Value of US natural (including organic) food and drink markets, by key product categories, $bn, 2002-2007 23
Table 4: Value of European organic food and drink markets, by key product categories, $bn, 2002-2007 24
Table 5: Value of US organic food and drink markets, by key product categories, $bn, 2002-2007 24
Table 6: Organic market value and growth rates, by country, $bn, 2002-2007 25
Table 7: Fresh food and drink market value, by country, $bn, 2002-2007 26
Table 8: Change in consumption habits of European new families, by income segment, %, 2002 35
Table 9: FreshDirect 41
Table 10: Structure of the organic food retail market, 2002 45
Table 11: Profiling two types of natural and organic food consumers 47
Table 12: The European consumers’ willingness to pay for organic foods (% of consumers willing to pay premium) 55
Table 13: Attitudes of ‘occasional’ and ‘non-buyers’ of natural and organic goods towards buying more products if pricing issues were removed from the purchase evaluation, by category, 2003 57
Table 14: Increasingly new product offerings are positioned and marketed against natural ingredient contents 61
Table 15: A new approach to organic packaging - Yeo Valley’s yoghurts 71
Table 16: Green & Black’s packaging typifying the indulgent positioning required for organics 76
Table 17: Emphasizing a product’s freshness through visuals 78
Table 18: Organic agriculture, (# hectares, # farms, % of total), by country, 2001 80
Table 19: Definitions used in this report 81
List of Figures
Figure 1: Consumer interest change in foods by type - fresh, natural and organic % 2002-2003 13
Figure 2: Food issues and levels of concern, 2003 16
Figure 3: The change in consumers’ concern about health and well-being, 2002-2003 18
Figure 4: European consumers’ response to health and wellbeing concerns, 2003 19
Figure 5: Consumer trust in natural and fresh products relative to conventional food and drink products, 2003 20
Figure 6: Consumers perception about communication clarity in the marketing of organic and natural food and drinks, 2003 29
Figure 7: Age distribution of natural and fresh food and drink consumers, 2003 32
Figure 8: Age profile and purchase motivations for core, secondary and sporadic European consumers of organic and natural food and drinks 33
Figure 9: Consumer motivations for purchasing organics frequently, 2003 48
Figure 10: European consumer opinion on the current design of organic and natural product packaging, 2003 52
Figure 11: Consumer perception positioning for different classifications of food and drinks 53
Figure 12: Price premium that occasional and non-users of organics and natural products would find acceptable providing certain other conditions were met, 2003 58
Figure 13: Consumers’ opinions on what factors will increase their consumption of natural food and drinks, 2003 63
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