有機菜單：餐飲服務業的健康飲食傾向

Abstract

In the last ten years, demand for organic foods has doubled, and is expected to more than double again in the next few years, increasing from just under $11 billion in 2004 to more than $30 billion by 2007. While organics represent only about 2 per cent of sales in both retail and food service channels, this share is expected to increase. In food service, more than half of operators surveyed by Restaurants & Institutions (R &I) in early 2005 report more orders for organic menu items than two years ago. While food service currently represents only about 4 per cent of organic sales, use of organic products in U.S. food service is increasing by an estimated 20 per cent annually. In fine dining, almost two-third of respondents reported that they already menu organic, and in institutional food service, some college and university operators are trying to achieve as close to 100 per cent organic as supplies will permit.

The challenges of supply are formidable, however. Prices fluctuate wildly from summer to winter, making seasonal menus essential. In fine dining, customers will pay extra for organic, and don' t mind, or even welcome, the frequent changes of menu. But for chains like Panera and O' Naturals, menu stability is important and organic supplies are a constant challenge.

Organic on the Menu: Healthy Eating Trends in U.S. Restaurants examines the potentially lucrative - and risky - market for organic in foodservice. This Packaged Facts report discusses market trends and drivers to growth, profiles supplies, producers and a wide range of foodservice establishments engaged in organic dining (from white tablecloth restaurants to college foodservice operations), and discusses the consumers who are instrumental in bringing healthy eating to the eating out experience.

Report Methodology

The information in Organic on the Menu is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the beverage market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Consumer information was derived from Simmons Market Research Bureau, fall 2005 National Consumer Survey.

Table of Contents

Chapter 1 The Market

• Introduction
• The Market
  • The Overall Organic Market
  • Table 1-1 Total Foods and Organic Foods Consumer Sales and Penetration, 1997-2003
  • Table 1-2 Organic Food Category Share, Consumer Sales, 2003 (in millions $)
  • Figure 1-1 Organic Food Category Share, Consumer Sales, 2003 (in millions $)
  • Table 1-3 Organic Food Category Share in the US, Projected Sales Growth, 2003, 2007 (%)
  • Table 1-4 Actual and Projected U.S. Organic Food and Beverage Sales, 1991-2005 (in billion $)
  • The Market for Organic in Foodservice
  • Operators See an Uptick in Requests
  • Table 1-5 Which of the Following Items Gained Popularity in Restaurants in 2005?
  • 2% of Total Sales, But Growing
  • Table 1-6 Organic Food by Distribution Channel, 2003 (in million $)
  • Table 1-7 Organic Food Types Purchased by Foodservice Operators, 2005 (%)
  • Opportunities for New Product Introductions
  • How Organic Art Thou?
  • Organically Certified Restaurants
  • Other Organic Labeling Options
  • Humanely Treated, Free-Ranging Livestock
  • "Veganic?"
  • Chefs and Consumers
  • On Menus Coast to Coast
  • Ethnic Appeal
  • Organic Java

Chapter 2 The Marketers

• Suppliers: Agricultural Producers and Processors
• Organic Farms Operated By Current and Former
• Foodservice Operators
  • Be Wise Ranch
  • Jacob' s Farm/Del Cabo Cooperative
  • Lundberg Family Farms
  • Wholesome Harvest
  • Petaluma Poultry
  • Applegate Farms
  • Straus Family Creamery
  • Organic Valley Family of Farms
  • Stonyfield Farm
• Suppliers: Distributors and Manufacturers
  • Prepared Organic Options Hold Little Appeal
  • But Institutional Service May Change That
  • Table 2-1 Organic Supply Problems Reported by Foodservice
  • Operators, 2005 (%)
  • United Natural Foods
  • Fairfield Farm Kitchens
  • Hain Celestial/Spectrum
  • Horizon Organic Dairy
  • White Wave Inc.
  • Aurora Organic Dairy
  • Eden Foods
  • Lifeway Foods
  • Small Planet Foods
  • Rudi' s Organic Bakery
  • Clover Stornetta Farm
  • Dagoba Chocolate
• Foodservice Operators: Fine Dining
  • Restaurant Nora, Washington DC
  • Prairie Grass Cafe, Northbrook IL
  • Sterling Cafe, Seattle WA
  • 26 Brix, Walla Walla WA
  • Lauro Kitchen, Portland OR
  • Ristorante Fratelli, Portland OR
  • Mare, Boston MA
  • Blue Room Grill, Cambridge MA
  • Craigie Street Bistrot, Cambridge MA
  • Chez Panisse, Berkeley CA
  • Mijita, San Francisco CA
  • Quince, San Francisco CA
  • Wilshire, Santa Monica CA
  • Region, San Diego CA
  • Table 8, Los Angeles CA
  • RM Seafood, Las Vegas NV
  • The Kitchen, Boulder CO
  • 3030 Ocean, Fort Lauderdale FL
  • Commander' s Palace, New Orleans LA
  • Murphy' s, Atlanta GA
  • Zely & Ritz, Raleigh NC
  • Woodfire Grill, Atlanta GA
  • Ouisie' s Table, Houston TX
  • Bonnell' s Fine Texas Cuisine, Fort Worth TX
  • Wink, Austin TX
  • Franny' s, Brooklyn NY
  • Applewood, Brooklyn NY
  • Patroon, New York City
  • Mas (Farmhouse), New York City
  • The Harrison, New York City
  • 5757, Four Seasons Hotel, New York City
  • Soul at Spirit New York, New York City
• Foodservice Operators: Chain Restaurants
  • Ronald McDonald Goes Organic
  • Burger King
  • Good Times Burgers and Frozen Custards, Golden CO
  • Boston Market
  • O' Naturals, Portland ME
  • Oceanaire Seafood Room, Minneapolis MN
  • Sharky' s, Agoura Hills, CA
  • Schlotsky' s, Austin TX
  • Chipotle Mexican Grille
  • Table 2-2 Customer's Ranking of Fresh Mexican Chains, 2005
• Organic to Go
• Is Future Sustainable?
  • Foodservice Operators: Brewpubs
• Foodservice Operators: Catering
  • Organic at the Ballgame
• Foodservice Operators: Resorts
• Gilbert' s, Lake Geneva WI
• Angry Trout Cafe, Grand Marais MN
  • Shangri-La Hotels & Resorts on Maldives
• Foodservice Operators: Cross-Channel Market Cafes and Bakeries
  • Panera and Atlanta Bread Company
  • Starbucks
  • Au Bon Pain
  • Whole Foods Markets Foodservice
  • Table 2-3 Whole Foods Sales and Profit Performance, 2001-2004 Wild Oats
  • Supervalu' s Sunflower Market
• The Upside: Why Operators are Going Organic
  • Table 2-4 Percent of Operators Reporting That Their Customers Ordered More Of The Item Than Two Years Ago, 2005 Compared With 2003 (%)
  • Table 2-5 Why Foodservice Operators are Using Organics, 2005 (%)
• Challenges of Menuing Organic
• Higher Costs Take Toll
• Organic Doesn' t Fit All Operations
  • Table 2-6 Average Spending Per Person by Casual Dining Type, 2003
  • Table 2-7 Share of Main Dish Salad Orders in Restaurants 2004-2005 (%)
• The Pluses and Minuses of Buying Local
• An Image Problem?
  • Table 2-8 Challenges of Menuing Organics, 2005
• Organic Abroad

Chapter 3 The Consumer

• Table 3-1 Market Shares of Food Allergy and Intolerance Products, by Brand, 1999 and 2003*
• Table 3-2 Age Distribution of Purchasers of Organic Foods at Retail
• Table 3-3 Demographic Characteristics of Teen Consumers who say that People Who Buy Health Foods are Strange
• Organic Restaurants Must Appeal to Broader Audience
• Classifying Diners
• Figuree 3-1 Concern about Decline in Number of U.S. Farms (Consumer Survey), 2004 (%)
• Table 3-2 Importance of Knowing Whether Food is Produced or Grown Locally/Regionally (Consumer Survey), 2004 (%)
• Table 3-3 Which Type of Farm Cares More about Safety? (Consumer Survey), 2004 (%)
• Table 3-4 Reasons Why US Consumers Buy Organic Foods and Beverages, 2002 (%)
• Table 3-5 The Resisters--Consumers' reasons for NOT buying organic, 2002 (%)
• Institutional Consumers: College and University Students
• Soy Makes the Grade
• Healthy Eating Options on Campus
• Sodexho, Aramark Go Healthy
• Williams College, Massachusetts
• Columbia University, New York City
• University of Pennsylvania, Philadelphia
• Princeton University, New Jersey
• Brown University, Providence, Rhode Island
• Institutional Consumers: Elementary and Secondary Schools
• Institutional Consumers: Nursing Homes and Hospitals
• Institutional Consumers: Business On-Site Foodservice
• Institutional Consumers: National and State Parks
• Restaurant Diners
• Table 3-6 Willingness of Foodservice Customers to Pay More for Organics, 2005 (%)
• Table 3-7 Reality Check: Top Items Ordered at Restaurants, 1994 vs. 2004

Selected Producers, Distributors and Importers of Organic Ingredients for Foodservice

• Organic fresh fruit and vegetables
• Organic Ingredients and Supplies
• Organic Ingredients, Inc.
• Food Manufacturers
• Distributors and Wholesalers
• Organizations
• Independent Organic Inspectors
• Publications