|
Published by: Mintel International Group Ltd.
Published: Mar. 1, 2003 - 99 Pages
Table of Contents
Introduction & Abbreviations
Introduction
Other Relevant Reports
Definition
Abbreviations & Terms
Abbreviations
Terms
Executive Summary
Stable Jewish Population
Muslim Population On The Rise
Vegetarians Go For Kosher
"Kosher" As A Synonym For "Quality"
Non-Traditional Jews Are Seasonal Kosher Customers
Kosher Certified Foods-A Multi-Billion Dollar Industry
Five Kosher Certified Segments Analyzed In Detail
Foreign Markets For U.S. Kosher
Major Companies Dominate Mainstream Kosher Segments
Some Supermarket Chains Enthusiastically Embrace Kosher
28% Of Respondents Purchase Kosher Products, Driven By Taste And Quality
Future Of Kosher Depends On Non-Traditional Consumers
Market Drivers
U.S. Jewish Population Remains Stable
Muslim Population In The U.S. Grows
Vegetarian Consumers
For Some Consumers, "Kosher" Equals "Quality"
Passover Drives Market Among Non-Traditional Jews
Market Size & Trends
Figure 1 Total U.S. Retail Sales Of Selected* Kosher Certified Foods, At Current And Constant Prices, 1997-2002
Graph 1 Total U.S. Retail Sales Of Selected* Kosher Certified Foods, At Current And Constant Prices, 1997-2002
Market Segmentation
Introduction
Figure 2 Sales Of Kosher Certified Foods, Segmented By Type, 2000 And 2002*
Cookies
Figure 3 Sales Of Kosher Certified Cookies, 1997-2002
Figure 4 Sales And Market Share Of All And Kosher Certified Cookies, 1997-2002
Chocolate Confectionery
Figure 5 Sales Of Kosher Certified Chocolate Confectionery, 1997-2002
Figure 6 Sales And Market Share Of All And Kosher Certified Chocolate Confectionery, 1997-2002
Salty Snacks
Figure 7 Sales Of Kosher Certified Salty Snacks (Potato Chips, Pretzels, Tortilla Chips), 1997-2002
Figure 8 Sales And Market Share Of All And Kosher Certified Salty Snacks (Potato Chips, Pretzels, Tortilla Chips), 1997-2002
Crackers
Figure 9 Sales Of Kosher Certified Crackers, 1997-2002
Figure 10 Sales And Market Share Of All And Kosher Certified Crackers, 1997-2002
Non-Chocolate Confectionery
Figure 11 Sales Of Kosher Certified Non-Chocolate Confectionery, 1997-2002
Figure 12 Sales And Market Share Of All And Kosher Certified Non-Chocolate Confectionery, 1997-2002
Supply Structure
Foreign Trade
Companies And Brands
Figure 13 Manufacturer Sales Of Kosher Certified Foods In The U.S., 1999 And 2001
Cookies
Figure 14 Brand Sales Of Kosher Certified Cookies In The U.S., 1999 And 2001
Chocolate Confectionery
Figure 15 Brand Sales Of Kosher Certified Chocolate Confectionery In The U.S., 1999 And 2001
Salty Snacks
Figure 16 Brand Sales Of Kosher Certified Salty Snacks In The U.S., 1999 And 2001
Crackers
Figure 17 Brand Sales Of Kosher Certified Crackers In The U.S., 1999 And 2001
Non-Chocolate Confectionery
Figure 18 Brand Sales Of Kosher Certified Non-Chocolate Confectionery In The U.S., 1999 And 2001
Company Profiles Of Sales Leaders
Seeking Kosher Certification
Kraft Foods Inc./Nabisco Food Group
Pepsico/Frito Lay
Hershey Foods Corp.
Kellogg (Keebler)
Mars
Nestlé Usa
Profiles Of Other Key Companies
The B. Manischewitz Company
Hain Celestial
Elite Industries Ltd.
Osem Food Group
Aron Streit, Inc.
Joyva, Inc.
Kedem/Kedem Food Products International
Retail Distribution
Introduction
Figure 19 U.S. Retail Sales Of Kosher Certified Food, By Channel, 2000 And 2002
Supermarkets
Figure 20 U.S. Supermarket Sales Of Kosher Certified Foods, 1997-2002
Kosher Activities At Supermarket Chains
The Consumer
Kosher Food Usage
Figure 21 Kosher Food Product Purchasers, January 2003
Figure 22 Kosher Food Product Purchasers, By Age, January 2003
Graph 2 Kosher Food Product Purchasers, By Age, January 2003
Figure 23 Kosher Food Product Purchasers, By Household Income, January 2003
Reasons For Purchasing Kosher Products
Figure 24 Reasons For Purchasing Kosher Products, January 2003
Figure 25 Reasons For Purchasing Kosher Products, By Age, January 2003
Figure 26 Reasons For Purchasing Kosher Products, By Household Income, January 2003
Figure 27 Reasons For Purchasing Kosher Products, By Region, January 2003
Channels For Kosher Purchases
Figure 28 Channels For Purchasing Kosher Products, January 2003
Graph 3 Channels For Purchasing Kosher Products, January 2003
Figure 29 Channels For Purchasing Kosher Products, By Gender, January 2003
Figure 30 Channels For Purchasing Kosher Products, By Age, January 2003
Figure 31 Channels For Purchasing Kosher Products, By Household Income, January 2003
Figure 32 Channels For Purchasing Kosher Products, By Region, January 2003
Conclusions
Future & Forecast
Future Trends
Jewish Population Will Remain Stable Or Decrease
Muslim Population May Increase
Vegetarian-Aware Population Has Potential To Grow Kosher Market
Desire For Certification
Market Forecast
Overview
Figure 33 Forecast Of U.S Retail Sales Of Kosher Certified Foods, At Current And Constant Prices, 2002-07
Graph 4 U.S Retail Sales Of Kosher Certified Foods, At Current Prices, 1997-2002 And Forecast For 2003-07
Cookies
Figure 34 Forecast Of U.S Retail Sales Of Kosher Certified Cookies, At Current And Constant Prices, 2002-07
Chocolate Confectionery
Figure 35 Forecast Of U.S Retail Sales Of Kosher Certified Chocolate Confectionery, At Current And Constant Prices, 2002-07
Salty Snacks
Figure 36 Forecast Of U.S Retail Sales Of Kosher Certified Salty Snacks, At Current And Constant Prices, 2002-07
Crackers
Figure 37 Forecast Of U.S Retail Sales Of Kosher Certified Crackers, At Current And Constant Prices, 2002-07
Non-Chocolate Confectionery
Figure 38 Forecast Of U.S Retail Sales Of Kosher Certified Non-Chocolate Confectionery, At Current And Constant Prices, 2002-07
Forecast Factors
Appendix: Trade Associations
Appendix: New Product Briefs
New Product Introductions
Figure 39 Total New Product Introductions Of Kosher Certified Food And Beverages, 2000-02
Cookies
Country Choice Naturals: Certified Organic Sandwich Cremes
Betsy's Place: Cookies
B. Manischewitz: Chocolate Chip Cappuccino Biscotti For Passover
Atkins Nutritionals: Joseph's Crispy Bite-Size Sugar-Free Cookies
Chocolate Confectionery
Campbell Soup: Godiva Traditional Gift Box
Endangered Species Chocolate: Organic Belgian Chocolate Truffle Bar
Pegasus: Equal Perfect Pleasures Sugar Free Chocolate
B. Manischewitz: Dark Chocolate Coins
S&S Candies: Collision Milk Chocolate Pretzel Bar
Salty Snacks
Tumaro's: Krispy Crunchy Puffs
Glenn Foods: Popcorn Chips
Crackers
Walkers Shortbread: Cheese Shortbread
B. Manischewitz: Egg Matzo Crackers
Galilee Splendor Ltd.: Bible Bread
Non-Chocolate Confectionery
Trader Joe's: Venus De Minto Mints
Appendix: Research Methodology
Consumer Research
Sampling & Weighting
Presentation & Definition
Further Analysis
Trade Research
Informal Trade Research
Formal Trade Research
Desk & Internet Research
Sources
Definitions
Forecasts
Appendix: What Is Mintel?
Mintel Publications
Mintel Services
Product Retrieval
Retail Audits
Tailored Research
Global New Products Database
Comperemedia
Research Support/Consultancy/Mic
The Mintel Information Centre (Mic)
Pr Research
AbstractMintel's exclusive consumer research shows that 28% of respondents have purchased a kosher product. Obviously, kosher food is not just for people who keep kosher. The products are also of interest to Muslims, Seventh Day Adventists, vegetarians, and people with food allergies. The kosher labeling system provides a clear listing of the contents of a product and identifies whether it contains dairy or meat products, which is a "value add" for vegetarian and food-allergic consumers. There is also a strong demand for kosher food because many people believe that the products are produced in cleaner environments and are "safer" than foods produced in non-kosher plants.
The kosher food market encompasses almost every segment of the food industry, from raw ingredients (meat, poultry, and baking products, for example) to processed foods and beverages. Any food product that is prepared under the laws of kashrut (the Jewish laws governing food products, see terms, below) is considered kosher; only rabbinical law, therefore, limits the market.
Almost all major manufacturers produce at least some food products that bear the kosher symbol, including Coca-Cola, Procter & Gamble, Frito Lay, Kraft, Nabisco, and General Mills. According to Integrated Marketing Communications (IMC), a New York-based marketing firm serving the kosher market, in 2002 some 75,000 CPG products in the U.S. were kosher certified, up from 60,000 in 2000.
Some of the products that gain certification each year are mainstays of the food industry, and their certification adds dollar value to the "mainstream kosher" market while having little overall bearing on product sales themselves. For example, Nabisco Oreo cookies attained kosher certification in 1997, giving the kosher food market a $300 million boost (based on IRI data for sales of Oreos through food, drug, and mass merchandisers, calendar year 1997). However, Oreo cookie sales showed no significant dollar increase between 1996 and 1997.
The kosher market can be considered as two separate markets: "mainstream and kosher" and "ethnic kosher." The former, "mainstream and kosher products," are those foods that are certified kosher but have little relevance or bearing on traditional kosher foodways. These kosher certified products are as much at home on the shelves of consumers who have no interest in kosher foods as they are on the shelves of those consumers for whom the kosher symbol is important. "Ethnic kosher foods," on the other hand, are products that are "kosher by design"-such items as gefilte fish, matzo, schav and borscht (both types of soup), and other traditional ethnic Jewish food products.
While the "mainstream and kosher" market enjoys more than $100 billion in sales, these sales may not be indicative of the "market" for kosher foods, since a minority of consumers buy these products because they are kosher, but for some other reason. On the other hand, sales of some "ethnic kosher" foods are so low that it is impossible to track them through the usual means (IRI or other scanner services). While ethnic kosher foods may be purchased by any consumer interested in Jewish food traditions, it is undeniable that the major market for these products is the consumer looking for a kosher product. In any case, it is difficult to arrive at a dollar figure that represents the "true" kosher market.
As a way of highlighting the difference between the "mainstream and kosher" market and the "ethnic kosher" market, this report examines a representative sample of segments in which kosher and non-kosher products can be found. Segments in which kosher certification is likely to be absent or extremely limited (e.g. meat snacks) are not included.
For each of the five segments analyzed in this report (cookies, chocolate confectionery, snacks, sugar confectionery, and crackers), both total dollar sales and dollar sales of the kosher component are given. Top manufacturers in each segment and their top-selling products are also itemized, and efforts are made to estimate the total kosher sales of each top manufacturer. The report also highlights (when possible) sales by small, "ethnic kosher" manufacturers in each segment. Even if sales figures are not available for these smaller manufacturers, their brands are discussed in as much detail as possible.
Sales of kosher products in Mintel's five segments increased 16.4% between 1997 and 2002 and are projected to increase 14% through 2007. The Jewish population in the U.S. remains relatively stable, and although the Islamic population continues to grow, it still constitutes only a small percentage of the U.S. population (see Market Drivers, below). Vegetarians and other concerned consumers, therefore, will drive the kosher market to a greater degree than those who choose kosher foods for religious reasons.
The report focuses primarily on sales through food, drug, and mass merchandisers (excluding Wal-Mart and warehouse clubs). Detailed sales through specialty kosher supermarkets are not given, although estimates of their share are included where possible.
Get Full Details About This Report >>
|
