品牌有機嬰兒食品：新產品開發、全球產業及市場分析

Abstract

In recent years the world has seen a growing awareness of health and environmental issues, and sustainability has become the keyword whenever discussing economic development, particularly in relation to developing countries. It is a constantly growing number of concerned consumers, mainly in the industrialized countries of Western Europe, North America, Japan and Australia, that is the cause of this development. The international community is becoming more and more conscious of these issues, and government policies in industrialized as well as developing countries are increasingly formulated to encourage organic and other forms of sustainable agriculture.

Organic food is produced by farmers who emphasize the use of renewable resources and the conservation of soil and water to enhance environmental quality for future generations. Organic meat, poultry, eggs, and dairy products come from animals that are given no antibiotics or growth hormones. Organic food is produced without using most conventional pesticides; fertilizers made with synthetic ingredients or sewage sludge; bioengineering; or ionizing radiation. Before a product can be labeled ' organic,' a government-approved certifier inspects the farm where the food is grown to make sure the farmer is following all the rules necessary to meet United States Department of Agriculture (USDA) organic standards. Companies that handle or process organic food before it gets to your local supermarket or restaurant must be certified, too.

When babies begin to eat food (a messy business), they need a good source of nutrients to help them build a healthy body. Newborn babies live on milk (either breast milk or formula feed) and the stored nutrients that they take from their mothers during pregnancy. However, by the time they reach six months, these stores have run down, and it is important that they move on to a more -varied diet - particularly fruit and vegetables.

"Organic" refers not only to the food itself, but also to how it was produced. Traditional farming methods mean that traces of pesticides (used to kill insects that harm plants) are often left on much of the food we eat. Of great concern for parents, research has shown that children are especially vulnerable to these toxins, as their blood, kidneys and liver are not developed enough to excrete them. Even small amounts of pesticides can damage a child' s long-term health. As a result, more and more people are now choosing to buy organic baby food.

Foods labeled organic must meet or exceed the regulations of the National Organic Program (NOP), which took effect October 21, 2002. They must be grown and processed using organic farming methods that recycle resources and promote biodiversity. Crops must be grown without using synthetic pesticides, bioengineered genes, petroleum-based fertilizers, or sewage sludge-based fertilizers. Organic livestock must have access to the outdoors and be given no antibiotics or growth hormones. Because organic production methods emphasize the use of renewable resources and the conservation of soil and water, organic foods also appeal to environmental concerns.

A pure organic diet can be more beneficial during the first few months of life than at any other time. Babies have immature systems and need the very purest and safest foods. Babies eat more food per kilogram of body weight than adults. Hence they are at a greater risk of accumulating chemical residues from ordinary foods than adults. A baby' s organism is very fragile and sensitive to pollutants. His/her body is not sufficiently developed to filter them away. To protect babies, the baby food regulations set very strict standards for the nutritional composition of the different types of food. Thus, organic infant products have to comply with tough laws.

One of the single most important parental responsibilities is to ensure organic food plays a major part in the baby' s diet during the early stages of life. During this critical stage of development, cells are multiplying quickly, but the body has a limited diet to draw upon. Immature organs and bodily systems respond differently to food - a small child' s digestive system is more efficient than that of an adult at absorbing foods, enabling nutrients to be used more quickly but making children more vulnerable to toxins. It is for this reason that baby food is covered by special legislation. Preservatives, colorings and added salt are forbidden because babies cannot process them with their under-developed digestive systems.

Table of Contents

INTRODUCTION

• STUDY GOAL AND OBJECTIVES
• REASONS FOR DOING THE STUDY
• CONTRIBUTIONS OF THE STUDY
• SCOPE AND FORMAT
• METHODOLOGY
• INFORMATION SOURCES
• WHOM THE STUDY CATERS TO
• AUTHOR' S CREDENTIALS

EXECUTIVE SUMMARY

• SUMMARY TABLE A GLOBAL MARKET OF ORGANIC INFANT FOOD BY PRODUCT TYPE ($ MILLIONS, % MARKET SHARE)
• SUMMARY FIGURE A GLOBAL MARKET OF ORGANIC INFANT FOOD BY PRODUCT TYPE IN 2007 AND 2012 ($ MILLIONS)
• SUMMARY TABLE B SUMMARY OF ESTIMATE OF GLOBAL MARKET OF ORGANIC INFANT FOOD BY REGION ($ MILLIONS, % MARKET SHARE)

INDUSTRY OVERVIEW

• ORGANIC BABY FOOD ADVANTAGE
  • 1) ORGANIC FOOD IS HEALTHY.
    • TABLE 1 DIFFERENCE BETWEEN HOMEMADE, STANDARD COMMERCIAL BABY FOOD AND ORGANIC BABY FOOD
  • 2) ORGANIC FOOD HAS NO NASTY ADDITIVES.
  • 3) ORGANIC FOOD AVOIDS PESTICIDES.
    • TABLE 2 PESTICIDES IN BABY FOODS
  • 4) ORGANIC FOODS HAVE NOT BEEN GENETICALLY MODIFIED.
  • 5) ORGANIC FOOD GROWERS CANNOT ROUTINELY USE ANTIBIOTICS.
  • 6) ORGANIC FOOD INCURS NO HIDDEN COSTS
  • 7) ORGANIC FOOD GROWERS MAINTAIN HIGH STANDARDS.
  • 8) ORGANIC FARMERS PROVIDE QUALITY CARE FOR THEIR ANIMALS.
  • 9) ORGANIC GROWING METHODS ARE GOOD FOR WILDLIFE AND THE ENVIRONMENT.
  • 10) ORGANIC FOOD IS "TOPS" FOR TASTE.
• ORGANIC FARMING
  • ORGANIC FARMING(CONTINUED)
• TYPES OF ORGANIC BABY FOODS
  • TYPES OF ORGANIC BABY FOODS
    • TABLE 3 OVERVIEW OF A BABY' S DIET IN THE FIRST YEAR
  • ORGANIC MILK
    • TABLE 4 TYPICAL BRAND/PRODUCTS OF ORGANIC BABY FOOD CATEGORY-MILK IN 2007
  • ORGANIC INFANT FORMULA
    • TABLE 5 TYPICAL BRAND/PRODUCTS OF ORGANIC BABY FOOD CATEGORY IN INFANT FORMULAES AVAILABLE GLOBALLY IN 2007
  • FRUIT AND VEGETABLE PRODUCTS
    • FRUIT AND VEGETABLE PRODUCTS (CONTINUED)
      • TABLE 6 TYPICAL BRAND/PRODUCTS OF ORGANIC BABY FOOD CATEGORY IN FRUITS/VEGETABLES AVAILABLE IN 2007
  • NON-VEGETARIAN BLENDED MEALS
    • TABLE 7 TYPICAL BRAND/PRODUCTS OF ORGANIC BABY FOOD CATEGORY IN ORGANIC MEAT AVAILABLE IN 2007
  • CEREALS
    • BABY RICE
      • TABLE 8 TYPICAL BRAND/PRODUCTS OF ORGANIC BABY FOOD CATEGORY IN CEREALS AVAILABLE IN 2007
  • BISCUITS AND RUSKS
    • TABLE 9 TYPICAL BRAND/PRODUCTS OF ORGANIC BABY FOOD CATEGORY IN BISCUITS AVAILABLE IN 2007
  • OTHERS
    • TABLE 10 TYPICAL BRAND/PRODUCTS OF ORGANIC BABY FOOD CATEGORY IN OTHERS AVAILABLE IN 2007

INDUSTRY STRUCTURE

• KEY DRIVERS OF DEMAND FOR ORGANIC BABY FOODS
  • EMOTIONAL FACTORS
  • RATIONAL FACTORS
• PREDICTORS OF DEMAND
  • POPULATION
  • AFFLUENCE
  • HEALTH CONSCIOUSNESS AND FOOD SAFETY
  • ENVIRONMENTAL CONSCIOUSNESS
  • SUPPLY CHAINS
• INDUSTRY DYNAMICS
  • INDUSTRY DYNAMICS (CONTINUED)
  • INDUSTRY DYNAMICS (CONTINUED)
• ORGANIC BABY FOODS MARKET ACCORDING TO TYPE
  • TABLE 11 ESTIMATE OF GLOBAL MARKET OF ORGANIC INFANT FOOD BY PRODUCT TYPE
  • FIGURE 1 ESTIMATE OF GLOBAL MARKET FOR ORGANIC INFANT FOOD BY PRODUCT TYPE IN 2007 AND 2012
• MARKET ANALYSIS BY REGION
  • EUROPE
    • TABLE 12 ESTIMATE OF EUROPEAN MARKET OF ORGANIC BABY FOODS BY PRODUCT TYPE IN 2007 AND 2012
    • FIGURE 2 PERCENTAGE SHARE OF ORGANIC BABY FOODS BY PRODUCT TYPE IN 2007 AND 2012 IN EUROPE
  • NORTH AMERICA
    • TABLE 13 ESTIMATE OF NORTH AMERICAN MARKET OF ORGANIC BABY FOODS BY PRODUCT TYPE IN 2007 AND 2012
    • FIGURE 3 PERCENTAGE SHARE OF ORGANIC BABY FOODS BY PRODUCT TYPE IN 2007 AND 2012 IN NORTH AMERICA
  • JAPAN
    • TABLE 14 ESTIMATE OF JAPANESE MARKET OF ORGANIC BABY FOODS BY PRODUCT TYPE IN 2007 AND 2012
    • FIGURE 4 PERCENTAGE SHARE OF ORGANIC BABY FOODS BY PRODUCT TYPE IN 2007 AND 2012 IN JAPAN
  • AUSTRALIA
    • TABLE 15 ESTIMATE OF AUSTRALIAN MARKET OF ORGANIC BABY FOODS BY PRODUCT TYPE IN 2007 AND 2012
    • FIGURE 5 PERCENTAGE SHARE OF ORGANIC BABY FOODS BY PRODUCT TYPE IN 2007 AND 2012 IN AUSTRALIA
  • ARGENTINA
    • TABLE 16 ESTIMATE OF ARGENTINIAN MARKET OF ORGANIC BABY FOODS BY PRODUCT TYPE IN 2007 AND 2012
    • FIGURE 6 PERCENTAGE SHARE OF ORGANIC BABY FOODS BY PRODUCT TYPE IN 2007 AND 2012 IN ARGENTINA
  • CHINA
    • TABLE 17 ESTIMATE OF CHINESE MARKET OF ORGANIC BABY FOODS BY PRODUCT TYPE IN 2007 AND 2012
    • FIGURE 7 PERCENTAGE SHARE OF ORGANIC BABY FOODS BY PRODUCT TYPE IN 2007 AND 2012 IN CHINA
  • THE REST OF THE WORLD
    • TABLE 18 STIMATE OF MARKET OF ORGANIC BABY FOODS BY PRODUCT TYPE IN 2007 AND 2012 IN REST OF WORLD
    • FIGURE 8 PERCENTAGE SHARE OF ORGANIC BABY FOODS BY PRODUCT TYPE IN 2007 AND 2012 IN THE REST OF WORLD
  • GLOBAL MARKET
    • TABLE 19 GLOBAL MARKET FOR ORGANIC BABY FOOD BY REGION
    • FIGURE 9 GLOBAL MARKET FOR ORGANIC BABY FOOD BY REGION IN 2007 AND 2012
• INDUSTRY TRENDS AND COMPETITION
  • INDUSTRY TRENDS AND COMPETITION (CONTINUED)
  • INDUSTRY TRENDS AND COMPETITION (CONTINUED)
    • TABLE 20 COMPANY PRODUCT REFERENCE FOR TOP TEN COMPANIES
• COMPETITION
  • FIGURE 10 MARKET SHARES OF TOP PRODUCERS OF ORGANIC BABY FOOD IN 2007
• MERGERS AND ACQUISITIONS
  • TABLE 21 MERGERS AND ACQUISITIONS OF ORGANIC BABY FOOD RELATED COMPANIES
  • TABLE 21 MERGERS AND ACQUISITIONS OF ORGANIC BABY FOOD RELATED COMPANIES (CONTINUED)
• MERGERS AND ACQUISITIONS (CONTINUED)

TECHNOLOGY OVERVIEW

• TECHNOLOGY OVERVIEW (CONTINUED)
• ORGANIC CERTIFICATION
• ORGANIC LABELLING
• CONCERNS FOR PROCESSORS
  • CONCERNS FOR PROCESSORS (CONTINUED)
  • CONCERNS FOR PROCESSORS (CONTINUED)

REGULATIONS AND STANDARDS

• IFOAM STANDARDS
• THE CODEX ALIMENTARIUS
• AUSTRALIAN NATIONAL STANDARD FOR ORGANIC AND BIODYNAMIC PRODUCTS
  • HAZARD ANALYSIS AND CRITICAL CONTROL POINT (HACCP) PLAN
    • HACCP PLAN (CONTINUED)
      • TABLE 22 SUMMARY CHART OF REGIONAL LEGAL COMPLIANCES /REGULATIONS FOR ORGANIC FOOD AND BABY FOOD
      • TABLE 22 SUMMARY CHART OF REGIONAL LEGAL COMPLIANCES /REGULATIONS FOR ORGANIC FOOD AND BABY FOOD (CONTINUED)
      • TABLE 22 SUMMARY CHART OF REGIONAL LEGAL COMPLIANCES /REGULATIONS FOR ORGANIC FOOD AND BABY FOOD (CONTINUED)
      • TABLE 22 SUMMARY CHART OF REGIONAL LEGAL COMPLIANCES /REGULATIONS FOR ORGANIC FOOD AND BABY FOOD (CONTINUED)

COMPANY PROFILES

• ABBOTT LABORATORIES
• BELLAMY' S ORGANIC FARMS TASMANIA
• THE HAIN CELESTIAL GROUP
• HEINZ ORGANIC BABY FOOD
• HIPP ORGANIC
• HOLLE
• NESTLE
• ORGANIX BABY FOOD
• PLUM ORGANICS
• VITAGERMINE: BABYNAT ORGANIC FOOD

APPENDIX I: SUMMARY OF ESTIMATE OF GLOBAL MARKET OF ORGANIC BABY FOOD-2007

APPENDIX II: SUMMARY OF ESTIMATE OF GLOBAL MARKET OF ORGANIC BABY FOOD-2012