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Natural & Fresh Food and DrinksPublished by: Datamonitor Published: Nov. 6, 2003 - 88 Pages Table of ContentsTABLE OF CONTENTS CHAPTER 1 EXECUTIVE SUMMARY 3 Hot topic 3 The future decoded 3 Action points 5 CHAPTER 2 THE FUTURE DECODED 12 Definition and Introduction 12 Defining the natural and organic and fresh concepts 13 Consumer trends in natural and fresh food and drinks 14 Consumers are losing confidence in the food industry 14 Growing health and wellness concerns are affecting purchases 16 Greater trust in natural and fresh foods is helping growth 18 More consumers are turning to natural and fresh goods 19 Category and country trends in natural and fresh goods 21 Natural and fresh consumer characteristics 24 Consumer education is key to attracting non-adopting consumers 25 Organic and natural consumers are demographically diverse 28 Key life events form ‘trigger points’ for natural food adoption 31 Consumer attitudes and behavior towards natural and fresh 34 Freshness is a key quality indicator for consumers 35 Consumers will increasingly seek proof of local authenticity 39 Consumers increasingly perceive natural to be fashionable 40 Consumers often adopt a phased approach to buying natural 41 The channel influences consumers’ perceptions 42 Buying behavior of natural buyers reflects attitudinal groupings 43 Natural consumers’ perception of improved taste and quality vary 48 Few core natural shoppers eat out 49 Consumers perceive natural food packaging to be bland 50 Consumers are willing to pay only small premiums for organics 52 Consumers are seeking innovative natural product propositions 58 Conclusions 62 CHAPTER 3 ACTION POINTS 64 Offer natural and fresh as solutions to consumers’ food fears 64 Ensure that all product claims are fully justified and supported 65 Develop sustained, targeted consumer education programs 65 Use promotional labeling presenting small ‘did you know’ facts 66 Tell the consumer the product story 68 Don’t assume consumers understand organic labeling 68 Make the distinction between organic and natural foods clear 69 Focus on certain consumers with targeted education 69 Increase efforts to promote “external” benefits of organics 69 Make use of ‘comparative advertising’ 70 Promote natural and organic lifestlyes as cool 70 Targeting this is likely to require updated packaging 70 Focus campaigns on those likely to adjust purchases 71 Target seniors growing awareness and concern for health 71 Target the switching nature of the Newly Employed 72 Target empty nesters’ willingness to try new things 72 Target mothers who want their children to snack healthily 72 Pursue a “high quality, good taste” positioning 73 Enhance and promote product quality and taste first and foremost 74 Ensure natural and organic products are aspirational 75 Use packaging formats that enhance freshness 76 Avoid simply slashing prices 77 Pursue a holistic natural positioning through packaging 77 Focus on core natural buyers’ unmet service channel needs 78 CHAPTER 4 APPENDIX 79 Supplementary data 79 Report definitions 85 Research methodology 87 Bibliography 87 How to contact experts in your industry 89 LIST OF TABLES Table 1: European consumer interest in natural (including organic) and fresh food and drinks, 2002-2003 12 Table 2: Percentage and total number of natural food and drink consumers by usage status, 2002-2007 20 Table 3: Value of natural (including organic) food and drink markets, by key product categories, 2002-2007 21 Table 4: Value of organic food and drink markets (€bn), by key product categories, 2002-2007 22 Table 5: Organic market value (€bn) and growth rates, by country, 2002-2007 23 Table 6: Value of the European fresh food and drink market (€ bn), by country, 2002-2007 24 Table 7: Change in consumption habits by income segment 33 Table 8: FreshDirect 38 Table 9: Structure of the European organic food retail market, 2002 42 Table 10: Profiling two types of natural and organic food consumers 44 Table 11: Quantifying the different attitudinal groups who constitute both loyal and occasional users of natural food and drinks 45 Table 12: The European consumers’ willingness to pay for organic foods (% of consumers willing to pay premium) 54 Table 13: Attitudes of ‘occasional’ and ‘non-buyers’ of natural and organic goods towards buying more products if pricing issues were removed from the purchase evaluation, by category, 2003 56 Table 14: Increasingly new product offerings are positioned and marketed against natural ingredient contents 60 Table 15: A new approach to organic packaging - Yeo Valley’s yoghurts 71 Table 16: Green & Black’s packaging typifying the indulgent positioning required for organics 75 Table 17: Emphasizing a product’s freshness through visuals 76 Table 18: European natural food and drink market values (€bn), excluding organics, 2002-2007 79 Table 19: European organic bakery and cereals market (€m), by country, 2002-2007 79 Table 20: European organic dairy food market (€m), by country, 2002-2007 80 Table 21: European organic fruit and vegetables market (€m), by country, 2002- 2007 80 Table 22: European organic juices market (€m), by country, 2002- 2007 81 Table 23: European organic meat market (€m), by country, 2002- 2007 81 Table 24: European organic ready meals market (€m), by country, 2002- 2007 82 Table 25: European chilled food market (€bn), by country, 2002-2007 82 Table 26: European frozen food market (€bn), by country, 2002-2007 83 Table 27: Ethical purchasing behavior in Europe, 2001 83 Table 28: Percentage and total number of organic food and drink consumers by usage status, 2002-2007 84 Table 29: Organic agriculture in Europe, 2002 85 Table 30: Definitions used in this report 85 LIST OF FIGURES Figure 1: Food issues and levels of concern, 2003 15 Figure 2: The change in European consumers’ concern about health and wellbeing, 2002-03 17 Figure 3: European consumers’ response to health and wellbeing concerns, 2003 18 Figure 4: Consumer trust in natural and fresh products relative to conventional food and drink products, 2003 19 Figure 5: European consumers perception about communication clarity in the marketing of organic and natural food and drinks, 2003 27 Figure 6: Age distribution of European natural and fresh food and drink consumers, 2003 30 Figure 7: Age profile and purchase motivations for core, secondary and sporadic consumers of organic and natural food and drinks 31 Figure 8: European consumer motivations for purchasing organics frequently, 2003 46 Figure 9: European consumer opinion on the current design of organic and natural product packaging, 2003 51 Figure 10: Consumer perception positioning for different classifications of food and drinks 53 Figure 11: Price premium that occasional and non-users of organics and natural products would find acceptable providing certain other conditions were met, 2003 57 Figure 12: European consumers’ opinions on what factors will increase their consumption of natural food and drinks, 2003 62 AbstractIntroductionNatural and fresh products, with their perceived product safety and health benefits, are becoming more popular. The number of European natural food buyers is set to grow from 153 million in 2002 to 245 million in 2007. Consumer demand for better quality and tasting food and drinks has lead to steady growth in fresh foods market, which will grow to exceed €200 billion between 2002 and 2007 Scope Analysis of consumer trends in natural and fresh food and drinks, drawing on Datamonitor’s Consumer Insight survey and market data expertise Analysis of natural, fresh and organic market values and growth rates. Consumer profiles are also analyzed Detailed Action Points pinpoint how to devise effective marketing strategies that appeal to both buyers and non-buyers of natural and fresh products Data includes detailed analysis of seven leading country markets from 2002-2007: France, Germany, Italy, The Netherlands, Spain, Sweden and the UK Report Highlights The European natural food and drinks market, driven by extremely strong growth in certain sectors will surpass the EUR20 billion mark between 2002 and 2007. In excess of 50% of the natural market is accounted for by organic food, sales of which are forecast to grow at an annual average rate of 10.4% over the same period Natural consumers fall into one of three attitudinal groups - ‘Foodies’, ‘Greenies’ and those who live lifestyles of health and sustainability (LOHAS). Each influences purchasing motives and frequency In our Consumer Survey 51% of respondents stated that they trust organic and natural products more than conventional food and drinks, suggesting that this has contributed to the positive development of the European natural and fresh food and drinks markets and provides a rationale for marketers continuing their activities in this area Reasons to Purchase Exploit market opportunities by spotting trends using our unique market, demographic and attitudinal data and analysis Understand the consumer attitudes and behaviors that are shaping the growing interest in all things natural and fresh Boost the success rate of product development and marketing campaigns by understanding the obstacles to market development and how to overcome them Get Full Details About This Report >> |
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