Branding and Marketing Whole and Natural Food to 2012
just-food
October 31, 2006 19 Pages - SKU: AQ1354150
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| The whole and natural market is growing fast, and is prompting considerable attention from manufacturers and retailers, not only in terms of new product development but also from a branding and marketing perspective. Brands are using more natural and whole ingredients and flavours to push healthier products into the mainstream, while also making their products seem more appetising. In this briefing, just-food first assesses the drivers behind the whole and natural market, and includes comment from leading whole and natural companies and experts, and then predicts the future of the sector to 2012.
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- Introduction
- Hiding the truth
- Company case study: The Redwood Wholefood Company
- Drivers behind the surge in whole and natural products
- Food allergies prompt interest in more natural alternatives
- Lack of appreciation that good food costs money
- Appearance of the mainstream health-conscious consumer
- Enhancing health appeal of mainstream categories
- Case study: Cook
- Influence of the celebrity chef and media obsession with food and diet
- The role of small independents versus large multinationals
- Lessons from Australia
- The whole and natural food market to 2012
- Introduction
- Taste is the priority
- Wholegrains have a strong future in the whole and natural market
- The need for a global definition
- The future for wholegrains
- Future marketing opportunities in the whole and natural sector
- List of figures
- Figure 1: Whole grain stamps from the Whole Grains Council in the US
- List of tables
- Table 1: Proportion of consumers regularly purchasing whole and natural food and drink products in Europe and the US, 2004-2012 (%)
- Table 2: Fibre content of popular wholegrains (g)
- Table 3: New product examples with a focus on wholegrains, 2006
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