Strategies in Organics: Natural Food and Drinks

Published by: Business Insights

Published: Dec. 1, 1999 - 191 Pages

Table of Contents

• Summary
  
• What is 'organic'
  
• The European definition
  
  • The European standard - EU Regulation 2092/91
    
  • The national standards and certification bodies
  
  
  
• The US Definition

Chapter 2 The momentum for organics -
Drivers and limits

• Summary
  
• The organic 'pull' - Health, safety and ethical concerns
  
  • The general health factor - Believing 'you are what you eat'
    
  • The food safety factor - A crisis of confidence?
    
  • The ethical dimension - Concern about environmental health
  
  
  
• The organic 'push' - Supply and availability
  
  • Organic conversion - Providing farmers with support and guarantees
    
  • Government subsidies - EU minimum or policy objective
    
  • Retailer downstream support - Securing efficient and reliable supply
  
  
  
• Making up the 1999 balance - The organic momentum
  
• Maintaining organic momentum - Limits and substitutes
  
  • Beyond traceability - Satisfying the full spectrum of health-concerns
    
  • Beyond health - Satisfying the need for convenience
    
  • Beyond health - Satisfying the need for optimal 'sensory experiences'
    
  • Features and benefits - Justifying the price premium
  
  
  
• Conclusion - Organic's future
  
  • An issue of semantics? - 'organic' vs. higher explicit safety guarantees
    
  • Beyond organic dogma - Meeting the 'organic concerns'
    
  • Strategic investments - Retailer sponsoring of organic
    
  • The implications - building traceability, with or without organic

Chapter 3 The 2003 organic opportunities - An overview

• Summary
  
• The European organic opportunity
  
  • Organic growth - Historical development and future opportunities
    
  • Austria - Continuing growth will yield 21% organic penetration by 2004
    
  • France - More retailer support will help the organic sector take off
    
  • Germany - Highly health-conscious consumers continue to drive growth
    
  • Italy - Still focused on export, retailers stimulating local demand
    
  • Netherlands - From a slow start, organic demand is starting to take off
    
  • Spain - Low domestic organic demand means the focus is on export
    
  • Sweden - With a wide base of support, organic is set for rapid growth
    
  • UK - Food scares and strong retailer push are growing the organic sector
  
  
  
• The US organic opportunity
  
  • Organic growth - Historical development and future opportunities
    
  • Category sales - fresh and frozen food dominate organic sales
    
  • Consumer dynamics - organic as the latest 'health trend'
    
  • Organic retail channels - Natural food stores continue to dominate sales

Chapter 4 Organic innovation - NPD and
case studies

• Summary
  
• Introduction
  
• Organic new product development
  
  • Overall - Dairy and bakery have generated over 40% of organic NPD
    
  • Baby food - Developing complete organic solutions
    
  • Bakery & cereals - Stressing the premium positioning
    
  • Alcoholic drinks - Making the link between purity and greater pleasure
    
  • Canned food - Range extensions and premium options
    
  • Chilled & frozen food - Exploiting organic / chilled synergies
    
  • Confectionery & snacks - Kids snacking and addressing parental concerns
    
  • Dairy food - Focus on functional and premium organic products
    
  • Hot & soft drinks - Organic alternatives to existing products
    
  • Sauces & spreads - Focus on organic alternatives to existing products
    
  • Conclusion
  
  
  
• Organic strategic initiatives
  
  • Traceability alternatives - SFA 'one corridor' and box schemes
    
  • Adding organic to the brand portfolio - Mars and Seeds of Change
    
  • Building organic PL brands - Billa, J. Sainsbury and Whole Foods Market
    
  • Conclusion

Chapter 5 Organic expectations - The
industry opinion

• Summary
  
• The survey
  
  • The questions
    
  • Interpreting the results
  
  
  
• The organic consumer
  
  • Key organic consumer benefits - Increasing focus on taste
    
  • Key organic audiences - More targeting of families and working women
    
  • Key organic consumer drivers - health awareness and animal welfare
  
  
  
• The key organic opportunities
  
  • Key organic country opportunities - Germany and the UK will dominate
    
  • Key organic food and drink categories - Meat and juices are catching up
  
  
  
• Marketing organics
  
  • Organic price premiums - average price premiums will drop by 5%
    
  • Organics and private label - Private label will gain 10% organic share
    
  • Key organic retail channels - Focus on supermarkets and specialists
    
  • Key organic retailer strategies - lower prices and better distribution
  
  
  
• The organic leaders

Abstract

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