The U. S. Health and Natural Foods Market

Below is the list of sections extracted directly from the report. Please note this list has been standardized and may not match the Table of Contents.

• Executive Summary
  • The Products
    • The Meaning Of "Health" And "Natural"
    • Attributes Of Natural Foods
    • Organic Distinguishes Many Products
    • Products Parallel Mass Market
    • The Six Product Categories
  • The Market
    • Retail Sales Approach $7.7 Billion In 1997
    • Sales To Reach $16 Billion By 2002
      • (Table) U.S. Retail Sales Of Health And Natural Foods, 1993-2002 (In Millions Of Dollars)
    • Packaged Foods Command Greatest Share
    • Growth From Organic
    • Trend Linking Behavior And Health
    • Aging Population Will Drive Natural Food Sales
    • Cross-Generational Appeal
    • Vegetarianism Taking Early Root
    • Natural Foods Going Mainstream
    • Consumer Concerns Spur The Market
    • Federal Legislation Is Legitimizing Organic Industry
  • The Marketers
    • A Changing Playing Field
    • Packaged Groceries
    • Refrigerated Foods
    • National Branded Produce
    • Amy's Leads In Frozen Foods
    • Growth Through Partnering
    • Growth Through Acquisition
    • Growth Through Public Offerings
    • Investment Houses Eye Organic Industry
    • Little Price Competitiveness
    • Competition Played Out In New Product Releases
    • Move To Organic Reflected In Company Names
    • Gourmet Trend At A Gallop
    • Elbowing In On Mass Market
    • Natural And Organic Product Introductions By Segment
    • Mainstream Expenditures By Major Marketers
  • Distribution And Retail
    • Four Types Of Distribution Systems
    • Consolidation Creates Two Major Distributors
    • Margins For The Two Channels Differ
    • Health And Natural Food Stores Are Leading Sector
    • Profit Margins
    • Natural Food Supermarkets Claim 56% Of Sector Sales
    • Mass-Market Stores Increasingly Carry Natural Products
    • Supermarkets A Growing Outlet
  • The Consumer
    • Nutrition Important In Food Choices
    • Beyond The Counter-Culture
    • Consumers Seek High-Quality Natural Foods
    • The Health And Natural Food Store Shoppers
    • Growing Interest In Organic Foods
    • Strict And Sometimes Vegetarians
  • Scope And Methodology
    • Scope Of Report
    • Report Methodology
• The Products
  • Scope Of Report
    • Products And Retail Channels
    • Products Not Covered
  • Product Definition
    • The Philosophy Of Natural Foods
    • Variant Views: The Meaning Of "Health" And "Natural"
    • Attributes Of Natural Foods
    • Organic Distinguishes Many Products
  • History Of The Industry
    • More Than 160 Years Old
    • The First Health Food Stores
    • Vitamins Discovered And Food Processing Becomes An Industry
    • World War Ii Spurs The Industry
    • Organic Gardening And Prevention Magazines Promote Products
    • Walnut Acres Organic Farm Founded In 1940S
    • The First Modern Natural Food Stores
    • Nutritionists Criticize Processed Foods
    • 1960S Counter-Culture Popularizes Health Foods
    • Stores Emerge As Expression Of 1960S Counter-Culture
    • Natural And Organic Food Companies Emerge
    • Consumer Activism Grows
    • Whole Food Supermarkets Up The Pace
    • Vegetarianism Becomes Trendy
    • America Discovers Fitness And Nutrition
    • Alar Scare Of 1989 Opens Up Organic Market
    • Studies On Nutrition Educate The Population ...
    • And Change Eating Habits
    • Enter "Designer Foods"
  • Product Breakouts
    • Products Parallel Mass Market
    • The Six Product Categories
    • Packaged Groceries
    • Bulk Foods
    • Refrigerated Foods
    • Produce
    • Frozen Foods
    • Other/Miscellaneous
  • Government And Industry Regulators
    • Three Regulatory Agencies
    • The Fda And The Nlea
    • The Usda
    • The Ftc
    • Allowable Health Claims
    • Health Food Industry Supports Labeling Changes
    • Fda And Usda Restrict "Healthy" Labeling
    • "Natural" Foods
    • The Proposed Organic Rule
    • Problems With The Rule
    • The Organic Industry Mobilizes
    • A Rewrite In The Works
    • For Meantime, Organic Remains Self-Regulated
    • Packaging Issues Important To Consumers
  • Trade Associations
    • Nnfa
    • Organic Trade Association
    • Soyfoods Association Of America
• The Market
  • Market Size And Growth
    • Estimates Of Market Size Vary By Source
    • Retail Sales Approach $7.7 Billion In 1997
    • 13%-18% Growth Since 1993
      • (Table) U.S. Retail Sales Of Health And Natural Foods, 1993-1997
  • Market Composition
    • Packaged Foods Command Greatest Share
      • (Table) Share Of U.S. Food Sales By Product Category: Health And Natural Food Market Vs. Overall Food Market, 1997
    • Growth From Organic
    • Health And Natural Food Stores Claim 54% Of Sales
    • Natural Food Supermarkets Claim 30% Of Sales
    • Supermarkets Now The Leading Outlet
      • (Table) Share Of U.S. Health And Natural Food Sales By Retail Outlet Type, 1997
    • 23%-25% Of Health And Natural Food Stores In Pacific Region
      • (Table) Share Of U.S. Health And Natural Food Stores By Region, 1996
    • Outlets Go East
    • Natural Food Shoppers By Region
      • (Table) Share Of Health Food Store Shoppers By Region, 1997
  • Factors To Market Growth
    • Trend Linking Behavior And Health
    • Aging Population Will Drive Natural Food Sales
      • (Table) Percent Distribution Of U.S. Population By Age Bracket, 1995-2005
    • Parents Of Baby Boomers Go Natural ...
    • Along With Their Children
    • Vegetarianism Taking Early Root
    • Nlea Empowers Marketers And Consumers
    • Natural Foods Going Mainstream
    • Natural Supermarkets Encourage Maturity Among Marketers
    • Mass-Market Distribution Broadens
    • Room For Growth
    • Concerns About Pesticides
    • Free-Range Animals Vs. Food-Related Diseases
    • Natural Meats Vs. Mad Cow Disease
    • Cpsi Vs. Olestra
    • The Food Irradiation Question
    • Environmental Concerns ...
    • And Organic Agriculture
    • Organic Food Ingredients Add Cachet
    • Federal Legislation Is Legitimizing Organic Industry ...
    • And Attracting Dollars
    • Major Food Companies Entering Arena
    • Organic Foods Vs. Biotechnology
    • Organic Milk Products Vs. Bgh
    • Organic Meat Category Awaits Usda Approval
    • Chefs Set The Stage For Organic
    • Premium Prices For Organic Limit Growth ...
    • But Prices Are Already Dropping
    • The Threat Of Organic Fraud
    • Limited Funding For Organic Research
  • Projected Market Growth
    • Sales To Reach $16 Billion By 2002
      • (Table) Projected U.S. Retail Sales Of Health And Natural Foods, 1997-2002 (In Millions Of Dollars)
• The Marketers
  • About 1,500 Companies In The Field
  • Large And Small, Most Privately Held
  • Broad-Line Marketers
  • Growers And Producers
  • From Chiquita To Roman Meal: The Mass Marketers
  • Leaders In Packaged Groceries
  • Bulk Suppliers
  • Marketer Rankings In Refrigerated Foods
  • Made In Nature And Pavich Lead In Produce
  • Amy's Kitchen Hottest In Frozen Foods
  • Leaders In Frozen Meat Alternatives
    • (Table) The U.S. Market For Health And Natural Foods: Selected Marketers By Brand Line And Product: 1
    • (Table) The U.S. Market For Health And Natural Foods: Selected Marketers By Brand Line And Product: 2
    • (Table) The U.S. Market For Health And Natural Foods: Selected Marketers By Brand Line And Product: 3
    • (Table) The U.S. Market For Health And Natural Foods: Selected Marketers By Brand Line And Product: 4
    • (Table) The U.S. Market For Health And Natural Foods: Selected Marketers By Brand Line And Product: 5
    • (Table) The U.S. Market For Health And Natural Foods: Selected Marketers By Brand Line And Product: 6
    • (Table) The U.S. Market For Health And Natural Foods: Selected Marketers By Brand Line And Product: 7
    • (Table) The U.S. Market For Health And Natural Foods: Selected Marketers By Brand Line And Product: 8
  • The Competitive Situation
    • Industry Becoming More Sophisticated
    • Growth Through Partnering
    • Growth Through Acquisition
    • Growth Through Public Offerings
    • Investment Houses Eye Organic Industry
    • Mass Marketers Enter Organics
    • Natural Food Marketers Targeting Supermarkets
    • The New Organics Co., Inc.
    • Premium Prices Can Be A Plus
    • Little Price Competitiveness
    • Growth Of Private Label
    • Competition Played Out In New Product Releases
    • Many New Products Are Organic
    • Old Categories Going Organic
    • Sweetening The Pot
    • Angling For Baby Dollars
    • Fresh Juices A Growing Market
    • Fortified Vegetable Juices
    • Organic Dairies Cross The Country
    • Large Regional Dairies Entering Organic
    • Smaller Natural Dairy Product Companies Go Organic
    • Limited Availability Of Organic Milk
    • Organic Eggs
    • Organic Meat-The Next Boom Market?
  • Competitive Profile: Amy's Kitchen, Inc.
    • Company Overview
    • Family Values And Convenience Foods
    • Expansion Of Product Line
    • National Operations
    • Future Prospects
  • Competitive Profile: Coulee Region Organic Produce Pool (Cropp)
    • Company Overview
    • Shift To Organic
    • Cooperative Philosophy
    • Diverse And International Distribution
    • Move Into Meat
  • Competitive Profile: Gardenburger, Inc.
    • Company Overview
    • Gardenburger's Roots
    • Current Distribution
    • Research And Development
    • Market Share And Consumer Demographics
  • Competitive Profile: Hain Food Group, Inc.
    • Company Overview
    • Labels And Alliances
    • Brands Not Buildings
    • Rice Cakes And Acquisitions
    • Product Cross-Promotions
  • Competitive Profile: H.J. Heinz Co./Earth's Best, Inc.
    • Company Overview
    • Market Shares And International Markets
    • The Earth's Best Past
    • Building Up Earth's Best
  • Competitive Profile: Horizon Organic Dairy, Inc.
    • Company Overview
    • A Dairy Upstart
    • Current Operations
    • At Home And (Possibly) Abroad
  • Competitive Profile: Made In Nature
    • Company Overview
    • On And Off The Dole
    • Shifts To Packaged Fruits And Beverages
  • Competitive Profile: Newman's Own Organics
    • Company Overview
    • Origins And Operations
    • From Pretzels To Private-Label Competition
  • Competitive Profile: Organic Food Products, Inc.
    • Company Overview
    • Products And Pricing
    • 25 Years In Organics
    • Alliance With Sunny Farms
    • Expansion And Exclusivity
  • Competitive Profile: Pavich Family Farms
    • Company Overview
    • Vertical Integration
    • Growing Line Of Products
    • Industry Participation And International Sales
  • Competitive Profile: Small Planet Foods
    • Company Overview
    • Cascadian Farm
    • The Cascadian Line
    • The Cascadian Mission
    • Past And Future Technologies
    • Fantastic Foods
    • Fantastic Launches
    • Muir Glen Organic
    • Tithing And Exports
  • Competitive Profile: Worthington Foods, Inc.
    • Company Overview
    • Brands And Channels
    • Seventh-Day Adventists And Soyfoods
    • Foodservice Markets And Meat Restrictors
  • Marketing And New Product Trends
    • Move To Organic Reflected In Company Names
    • Gourmet Trend At A Gallop
    • Elbowing In On Mass Market
    • Offering Category Management
    • Leveraging The Structure/Function Claims
    • Marketing More Than Food
    • Organic, Or Not
    • Well-Developed Lines
    • Wider Variety Of Products
    • Natural And Organic Product Introductions By Segment
      • (Table) Percent Of Natural And Organic Food New Product Introductions By Product Type, 1996 Vs. 1997
    • Natural Food Industry Becoming The Organic Food Industry
    • Organic Frozen Entrees Warm Up
    • Ethnic Incursions And Crossovers
    • Other Organic Convenience Foods
    • Organic Chocolate
    • Organic Green Teas
    • Fortified Green Teas
    • Other Fortified Foods
    • Vegetable/Fruit Nutraceutical Drinks
    • Natural Meal Replacements
    • Organic Refrigerated Citrus Juices
    • "Whole Food" Refrigerated Juices
    • Organic Livestock Or Animal Products
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 1
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 2
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 3
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 4
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 5
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 6
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 7
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 8
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 9
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 10
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 11
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 12
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 13
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 14
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 15
      • (Table) The U.S. Market For Health And Natural Foods: Selected New Product Introductions, 1997 - Spring 1998: 16
  • Consumer Advertising And Promotion
    • Fairly Quiet On The Advertising Front
    • Print Is Preferred
    • Use Of Television
    • The Radio Alternative
    • Mainstream Expenditures By Major Marketers
    • Vitality And A Happy Life
    • Purity, Natural Ingredients, And The Farm
    • Copy-Intensive Advertising
    • Strong Medical Language ...
    • Organic Means Environmental Health
    • Goodness And Gourmet
    • Organic Certification A Selling Point
    • Convenience At The Core
    • Enter Coupons
    • Consumer Education
    • Chef Tie-Ins
    • Health Expert Tie-Ins
    • Cooperative Advertorials
    • Building Goodwill
    • Samples Of Consumer Advertising And Promotion
  • Trade Advertising And Promotion
    • Most Advertising Is At Trade Or Store Level
    • Use Of Three Key Trade Publications
    • Trade Ads Educate Retailers
    • Bigger Budgets Now Supporting Better Advertising Production
    • Promotions
    • Marketers Use Displays To Compete For Retail Space
    • Sampling
    • Trade Allowances And Deals
    • Co-Op Offers
    • A Forum For The Industry
    • Major Shows
• Distribution And Retail
  • At The Distribution Level
    • Four Types Of Distribution Systems
    • Health And Natural Food Distributors
    • Consolidation Creates Two Major Distributors
    • Other Large Health And Natural Food Distributors
    • The Role Of Distributors
    • Forward Buying By Distributors
    • Some Distributors Offer Private Label
    • Margins For The Two Channels Differ
    • By-Passing The Distributor
    • Brokers Aid Marketers And Retailers
  • Distributor Profile: Tree Of Life, Inc.
    • The National Leader
    • The Dutch Connection
    • Promotional Publications
  • Distributor Profile: United Natural Foods, Inc.
    • A Merger Of Regional Distributors
    • Operations And Products
  • At The Retail Level
    • Health And Natural Food Stores Are Leading Sector
    • Profit Margins By Sector
  • Retail Focus: Health And Natural Food Stores
    • Five Types Of Health And Natural Food Store Formats
    • Majority Of Sales From Natural Food Supermarkets
      • (Table) Share Of Food Sales Through U.S. Health And Natural Food Stores: By Retail Outlet Type, 1997
    • Natural Food Supermarkets
    • Natural Food Stores
    • Natural Food Cooperatives
    • Health Food Chains
    • Health Food Stores
    • Supermarket-Sizers Battle For Key Markets
    • Small Stores Succeed With Niche Marketing
    • Medium Stores Enlarging
    • Product Mix Varies By Store Type
    • Product Mix Changing
    • The Mix Of Natural And Gourmet
    • Retailers Offer Private Label
    • Retailers Adding Refrigerator And Freezer Space
    • Foodservice And Hmr A Growing Part
  • Retailer Profile: Whole Foods Market, Inc.
    • More Than One Billion In Sales
    • The Whole Foods Environment
    • The History Of Whole Foods
    • Growth Through Acquisition And New Store Openings
    • Private Label A Growing Business
    • Future Plans
  • Retailer Profile: Wild Oats Markets, Inc.
    • The Second-Largest Chain
    • Aggressive Acquisition Of Smaller Stores
    • Founded In 1987
    • Store Size And Categories
    • Marketing Strategies
    • Lower Prices And More Stores
  • Retail Focus: Mass-Market Outlets
    • Mass-Market Stores Increasingly Carry Natural Products
    • Supermarkets A Growing Outlet
    • 200+ Natural Items Typically Carried By Supermarkets
    • Organic Produce Offerings Are Expanding
    • Vegetarian Offerings Now Common
    • Integration Vs. Separate Sections
    • Organic Alliance Builds Sales In Midwest
    • Big Box Stores And Warehouse Clubs Check In
  • Other Retail Sectors
    • Buying Clubs In Decline ...
    • But Csas On The Upswing
    • Farmer's Markets Also Proliferate
    • Mail Order Another Option
    • The Emerging Web
    • Retailers And The Web
  • Retail Advertising And Promotion: Health And Natural Food Stores
    • A Cue From The Competition
    • Retail Advertising Budgets
    • Advertising And Educating
    • Community Service And Goodwill Policies
    • Customer Service
• The Consumer
  • Consumer Attitudes
    • Many Studies But No Definitive Profile
    • Nutrition Important In Food Choices
    • Americans Try To Eat Healthfully
    • Improving Health Is Primary Motivation
    • Eyeing The Nutrition Facts Label
      • (Table) What Food Shoppers Look For On The Nutrition Facts Label, 1996 Vs. 1997
    • Beyond The Counter-Culture
    • Seeking Credibility
    • "True Naturals" Are Core Customers
  • What Consumers Buy
    • Consumers Seek Natural And Gourmet
    • Herb Tea Is Most Popular Among Spectrum Of Foods
    • Organic Food Purchased By More Than Half
    • Growing And Declining Interest In Other Products
      • (Table) Foods Purchased In Independent Health And Natural Food Stores, 1995 Vs. 1997
    • Products Most Commonly Purchased On Weekly Basis
  • The Health And Natural Food Store Shopper
    • The Simmons Consumer Survey
    • 6% Of Adults Are Regular Customers
    • More Women Than Men Are Customers
    • Boomers Comprise The Bulk Of Customers
    • College Graduates Know Where To Shop
    • Professional/Managerial Workers Are Important To Market
    • A Middle-To-Upper-Income Skew
    • Single- And Two-Person Households
      • (Table) Demographic Characteristics Favoring Regular Shopping At Health And Natural Food Stores, 1997 (U.S. Adult Population)
    • Western Region Leads The Way
  • The Organic Shopper
    • Growing Interest In Organic Foods
    • Purchases Of Organic Products
    • Demographics Of Organic Food Buyers
    • Interest In Buying Organic High At Health Food Stores
    • Seeking Organic In The Mainstream
    • Purchase Criteria And Barriers For Organic Products
    • The Value Of A Seal
    • The Need For Nationwide Standards
  • The Vegetarian Shopper
    • Types Of Vegetarians
    • 6 Million Vegetarians
    • Vegetarian In The Broader Sense
    • Vegetarian Times Subscriber Profile
    • Reasons For Being A Vegetarian
    • Teenagers And College Students Choosing Vegetarianism
    • Vegetarians Are Prime Natural Food Consumers
• Appendix: Addresses Of Selected Marketers