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Published by: Mintel International Group Ltd.
Published: Nov. 1, 2007 - 75 Pages
Table of Contents
- ISSUES IN THE MARKET
- Definition
- Consumer research
- ABBREVIATIONS
- MARKET IN BRIEF
- The Spanish paradox
- What is organic? That is the question!
- Small, but growing
- Better availability in a crucial role
- Further growth
- INTERNAL MARKET ENVIRONMENT
- Key Points
- Organic offering benefits from general health trend…
- …but further consumer education is required
- Figure 1: “All natural” versus “organic” claims in new product launches, by category, 2002-07
- Increased expenditure
- Figure 2: Spanish household expenditure on food and non-alcoholic drinks, 2000-05
- Consumer preference for fresh food
- Figure 3: Fresh vs frozen food, by expenditure, 2006
- Organic products are perceived as natural and healthy
- Figure 4: Characteristics associated with organic products, 2005
- Figure 5: Reasons for eating organic products, 2005
- Figure 6: Reasons for not eating organic products, 2005
- Organic production expands and producers become larger
- Figure 7: Trends in Spanish organic production, 1997-2006
- Public funding backs further development
- BROADER MARKET ENVIRONMENT
- Key Points
- Ageing, expanding population creates larger market for organic products
- Figure 8: Trends in Spanish population, by age, 2002-12
- Greater consumer wealth is beneficial, but growth is set to diminish
- Figure 9: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2002-12
- WHO’S INNOVATING?
- Key Points
- Launch activity slowing down
- Figure 10: New organic food launches, by country, 2006
- Figure 11: New organic food launches in Spain, by category, 2006
- 2007 launches concentrate on yogurt
- Baby food also important for organic NPD
- Limited product offering in global terms
- MARKET VALUE AND FORECAST
- Key Points
- More competitive prices reflect on value performance
- Figure 12: Spanish retail value sales of organic food and non-alcoholic drinks, 2002-07
- Figure 13: Indexed growth in sales of organic food, by country, 2002-07
- Figure 14: Spend per adult (aged 15+) on organic food and non-alcoholic drink, by country, 2002-07
- Political backing and health awareness amongst positive future drivers
- More focus on new product development is necessary
- Opportunities for niche players and own-labels
- FORECAST
- Figure 15: Forecast of Spanish retail value sales of organic food and non-alcoholic drinks, at current and
- constant prices, 2002-12
- Declining annual growth fails to achieve double digits by 2011
- Opportunities to prevent decline in annual growth
- Factors used in the forecast
- SEGMENT PERFORMANCE
- Key Points
- Crops and pulses take the biggest share of organic farmland
- Figure 16: Use of Spanish organic farmland, by type of cultivation, 2006
- Fruit and vegetables account for the bulk of organic sales
- Figure 17: Spanish retail value sales of organic food and non-alcoholic drinks, by type, 2002-07
- MARKET SHARE
- Key Points
- Improving supply structure…
- …but continued fragmentation
- Carrefour shows the way in own-labels
- Lack of branding
- COMPANIES AND PRODUCTS
- BioBio Productos Ecológicos
- Biocop Productos Biológicos
- Carrefour
- Hipp
- CHANNELS TO MARKET
- Key Points
- Specialist outlets dominate, but grocery stores growing in importance
- Figure 18: Spanish retail value sales of organic food and non-alcoholic drinks, by outlet type, 2005-07
- Supermarkets account for the bulk of food purchases
- Figure 19: Preferred place to purchase food, 2005-06
- Figure 20: Preferred place to purchase fresh food, 2005-06
- Figure 21: Preferred place to purchase dry food, 2005-06
- Issues of demand
- Figure 22: Reasons for selling organic products, 2005
- Figure 23: Reasons for not selling organic products, 2005
- THE CONSUMER - PAN-EUROPEAN OVERVIEW
- Key points
- Organics have caught the Spaniards’ attention
- Figure 24: Organic foods purchased in the last 12 months, by country, September 2007
- Healthier, but not widely enough available
- Figure 25: Reasons for buying organic foods, by country, September 2007
- Figure 26: Attitudes towards organic vs non organic foods, by country, September 2007
- Lack of availability and high prices are the biggest barriers to market growth
- Figure 27: Reasons for not buying organic foods, by country, September 2007
- THE CONSUMER - PURCHASING AND ATTITUDES
- Key points
- Who buys organic food
- Figure 28: Purchasing of organic food in last 12 months, by type, September 2007
- Figure 29: Types of organic foods bought in last 12 months, by gender, age, income and presence of
- children, Spain, September 2007
- Reasons for buying organic - health is the key motivator
- Figure 30: Reasons for buying organic foods, September 2007
- Figure 31: Reasons for buying organic foods, by gender, age, income and presence of children, Spain,
- September 2007
- Organic vs food miles
- Figure 32: Attitudes towards organic foods, September 2007
- Figure 33: Attitudes towards organic vs non-organic foods, by gender, age, income and presence of
- children, Spain, September 2007
- Reasons for not buying organics - lack of availability
- Figure 34: Reasons for not buying organic foods, September 2007
- Figure 35: Reasons for not buying organic foods, by gender, age, income and presence of children, Spain,
- September 2007
- Repertoire - how many products do people buy
- Figure 36: Organic repertoire, Spain, September 2007
- Figure 37: Repertoires, by demographic sub-group, September 2007
- Figure 38: Repertoire by number of products bought, Spain, September 2007
- Attitude groups
- Evangelicals (18% of Internet users)
- Foodies (26% of Internet users)
- Well-beings (21% of Internet users)
- Pushed (36% of Internet users)
- Figure 39: Attitude groups by country, September 2007
- Figure 40: Attitude groups by demographic sub-group, Spain, September 2007
- Figure 41: Number of food categories where organics are bought, by attitude groups, Spain, September
- 2007
- THE CONSUMER - FURTHER ATTITUDES TOWARDS ORGANICS
- Key points
- Spaniards most willing to pay more for additive-free foods
- Figure 42: Attitudes towards organic, additive-free and free-range foods, by country, 2006
- Willingness to pay a premium for organics increases
- Figure 43: Trends in attitudes towards organic, additive-free and free-range food, 2004-06
- Figure 44: Consumption of organic products, by age, 2005
- Question of affordability
- Southern craze
- Figure 45: Consumption of organic products, by region, 2005
- APPENDIX: RESEARCH METHODOLOGY
AbstractWhile Spain ranks amongst the leading producer countries of organic food in Europe, local consumption remains low, with per adult (aged 15+) spend amounting to less than €11 a year. However, with general health awareness spreading amongst Spaniards, consumer demand for organic food and drinks has seen double-digit growth year-on-year over the 2002-07 review period, with sales reaching just under €400 million.
This report covers the retail market for organic food and non-alcoholic drinks, produced according to organic principles and standards. This includes fruit and vegetables, meat and poultry, dairy products, fish and seafood, eggs, prepared foods and groceries, cereal products, baby and toddler foods, infant formula, soft drinks, and beverages such as tea and coffee. It includes organic foods that are fresh, frozen or ambient.
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