|
Published by: Business Insights
Published: Mar. 1, 2002 - 168 Pages
Table of Contents
Executive Summary
UK and German consumers will be organic big spenders in 2005
Consumer concerns over food safety and personal wellbeing are driving the organic market but are unlikely to sustain growth
Organic’s niche positioning is likely to be eroded as new food safety measures enter the food chain
Consumer priority is health and food safety not organic food production
Action points for the future
Chapter 1 Introduction
Introduction
What is this report about?
Who is the target reader?
How to use this report
Defining organics
EU Regulation 2092/91
Inspection
Labelling
Certification
Chapter 2 Organic momentum
Introduction
Introduction
Market overview
From little league to mainstream
Present - Organic market drivers
Market drivers analysis
Improved health awareness - achieving personal wellbeing
The organic revolution - the effects of BSE
Facing a future of food scares - the self-enforcing cycle of consumer fear
Environmental and animal welfare concern
Government and retailer support
The future: industry opinion survey
Key selling points for organic food
Organic consumer groups
Consumer barriers to buying organic
Obstacles to organic market growth
Organic retail channels
Retailer development strategies
Marketing organic products
The importance of organic branding
100% organic or organic hybrids
Conclusions
Chapter 3 Regional opportunities
Introduction
Limitation scores
Organic opportunities in France
Organic market overview
Organic certification and legislation - the AB symbol
Market drivers
Barriers to growth - justifying the price?
Conclusions
Germany market overview
Organic certification - Demeter, Naturland and Bioland
Market drivers
Barriers to growth - price and presentation
Conclusions
Netherlands market overview
Organic meat sales are boosted in the wake of the recent BSE crisis
Netherlands - SKAL and the EKO symbol
Market drivers 8
Market barriers - consumer attitudes need to change
Conclusions
Sweden market overview
Sweden - the KRAV accreditation
Market drivers - health and wellbeing top the list
Market barriers - availability limited to the major retailers
Conclusion
UK market overview
The Soil Association - implementing organic standards
Market drivers - the impact of BSE
Market barriers - price premiums remains the greatest hurdle
Conclusions
US market overview
USDA Final Organic Rule - cementing the future for the organic market
Market drivers - motivated by personal wellbeing
Conclusions
Chapter 4 Organic best practices: NPD and online retailing
Introduction
Key observations
Consumer targeting
NPD in organic products
Organic NPD - the category breakdown
Organic market positioning
Unrelated organic claims are still important
Increasing the consumer catchment zone
Category specific analysis
Dairy capitalise on organic’s premium positioning
Bakery
Ready meals
Baby food
Juices
Conclusions
Organics and eCommerce case studies
Freshfood.co.uk
SimplyOrganic
Chapter 5 Action points
Introduction
The future is not 100% organic but more organic
Do not overextend yourself in organics
‘Know thy organic consumer’
Consumers are not ready for full scale conversion
Premium marketing and prime shelf-space is a must for success
Beware of the dangers inherent in the ‘organic ghetto’ strategy
The future is not 100% organic but more organic
Do not extend yourself in organics
‘Know thy organic consumer’
Consumers are not ready for full-scale conversion
Premium marketing and prime shelf-space is a must for success
Beware of the dangers inherent in the ‘organic ghetto’ strategy
Index
List of Figures
Figure 2.1: Organic momentum chapter outline
Figure 2.2: Organic market sales (US$m) by country, historical market performance (1995—2000) and forecasts (2000—2005)
Figure 2.3: Overall market drivers assessment
Figure 2.4: BSE Timeline, 1985—early 2001
Figure 2.5: Total number of reported BSE cases, early 2001
Figure 2.6: The future for organics: industry opinion survey
Figure 2.7: Key selling points for organic food
Figure 2.8: Organic consumer groups
Figure 2.9: Consumer barriers to buying organic
Figure 2.10: Obstacles to organic market growth
Figure 2.11: EU organic logo
Figure 2.12: Organic retail channels
Figure 2.13: Retailer development strategies
Figure 2.14: Marketing organic products
Figure 2.15: The importance of organic branding
Figure 2.16: 100% organic or organic hybrids?
Figure 3.17: Limitations cores, by country, 2001
Figure 3.18: Agriculture Biologique symbol
Figure 3.19: Market drivers: France
Figure 3.20: French barriers to organic market growth
Figure 3.21: Common seal for German organic products
Figure 3.22: AGOL member associations
Figure 3.23: Market drivers: Germany
Figure 3.24: German barriers to organic market growth
Figure 3.25: Netherlands - the EKO symbol
Figure 3.26: Market drivers: Netherlands
Figure 3.27: Dutch barriers to organic market growth
Figure 3.28: Sweden - the KRAV logo
Figure 3.29: Market drivers: Sweden
Figure 3.30: Swedish barriers to organic market growth
Figure 3.31: UK - Soil Association logo
Figure 3.32: Market drivers: UK
Figure 3.33: UK barriers to organic market growth
Figure 3.34: Market drivers: US
Figure 3.35: US barriers to organic market growth
Figure 4.36: Today organic products are filling consumer’s shopping trolleys not baskets
Figure 4.37: NPD organic consumer targeting
Figure 4.38: NPD organic consumer targeting
Figure 4.39: Organic NPD by category (%), September 1999—February 2001
Figure 4.40: Organic market life cycle and product innovation
Figure 4.41: Number of organic products making additional claims, Sept 1999—Feb 2001
Figure 4.42: Organic products making functional and fortified claims
Figure 4.43: Organic products with a premium positioning
Figure 4.44: Richard Scarry - organic products for children
Figure 4.45: Organic products making low and light health claims
Figure 4.46: Consumer catchment zones could be increased by improved organic positioning
Figure 4.47: Dairy - targeting the organic consumer and strengthening its association with health
Figure 4.48: Beyond health - organic dairy indulgence
Figure 4.49: Bakery moves into premium organic products
Figure 4.50: Vegetarian focus for organic convenience
Figure 4.51: Extending the offering - ethnic and exotic organic meat dishes
Figure 4.52: Baby food - providing a complete organic alternative
Figure 4.53: Organic juices
Figure 4.54: The Fresh Food Company homepage 1.12.2000
Figure 4.55: SimplyOrganic’s customer base
Figure 5.56: % of households claiming to buy organics when they can
Figure 5.57: Iceland’s risqué organic marketing campaign for frozen vegetables
List of Tables
Table 1.1: Glossary of terms
Table 2.4: Organic market potential in Europe and the US
Table 2.5: Organic market values (US$m), 1995—2000
Table 2.6: Organic market values (US$m), 2000—2005(forecast)
Table 2.7: Organic market sales (US$m) by country, historical market performance (1995—2000) and forecasts (2000—2005)
Table 2.8: Per capita expenditure on organic food (US$/head), 1995—2005
Table 3.9: France, organic market values (US$m), 1995—2000
Table 3.10: France, organic market values (US$m), 2000—2005
Table 3.11: France, organic category market values (US$m), 2000—2005
Table 3.12: France, % total organic category values, 2000—2005
Table 3.13: Carrefour Organic price check, 2001
Table 3.14: Germany organic market values (US$m), 1995—2000
Table 3.15: Germany organic market values (US$m), 1995—2000
Table 3.16: Germany organic market values (US$m), 1995—2000
Table 3.17: Germany organic market values (US$m), 1995—2000
Table 3.18: Germany, % total organic category values, 2000—2005
Table 3.19: Germany, % total organic category values, 2000—2005
Table 3.20: Plus Organic price check, 2001
Table 3.21: Netherlands organic market values (US$m), 1995—2000
Table 3.22: Netherlands organic market values (US$m), 2000—2005
Table 3.23: Netherlands organic market values (US$m), 2000—2005
Table 3.24: Netherlands % total organic category values, 2000—2005
Table 3.25: Super de Boer Organics price check, 2001
Table 3.26: Sweden organic market values (US$m), 1995—2000
Table 3.27: Sweden organic market values (US$m), 2000—2005
Table 3.28: Dutch organic market categories (US$m), 1995—2005
Table 3.29: Sweden % total organic market value, 2000—2005
Table 3.30: UK organic market values (US$m), 1995—2000
Table 3.31: UK organic market values, (US$m), 2000—2005
Table 3.32: UK organic market category values (US$m), 2000—2005f
Table 3.33: UK, % total organic market value, 2000—2005
Table 3.34: Sainsbury’s organic price check, 2001
Table 3.35: US organic market values (US$m), 1995—2000
Table 3.36: US organic market values, 2000—2005
Table 3.37: US organic category values (US$m), 2000—2005
Table 3.38: US, % total organic market values, 2000—2005
Table 4.39: NPD in the organic market, by product category, September 1999 - February 2001
Table 4.40: NPD in the organic market, by product category, September 1999—February 2001
Table 5.41: NPD in the organic market, by product category, September 1999 - February 2001
AbstractGrowth Strategies in Organic Food and Drinks: Consumer trends and new product development, a new management report by Reuters Business Insight, assesses the implications of consumer trends and external incidences, whilst revealing where the opportunities for success lie by understanding the momentum behind the growth of the organic market. The report provides unique comparative 1995-2000 and 2005 forecasted data on the organic market, with a comprehensive analysis of over 400 new product launches, enabling you to develop effective organic sales strategies.
Get Full Details About This Report >>
|
