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市場調查報告書

有機產業的成長:品牌成功策略 (2015年)

Growing the Organic Industry, Strategies for Brand Success - 2015

出版商 Natural Marketing Institute 商品編碼 345391
出版日期 內容資訊 英文 155 Pages
商品交期: 最快1-2個工作天內
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有機產業的成長:品牌成功策略 (2015年) Growing the Organic Industry, Strategies for Brand Success - 2015
出版日期: 2015年02月10日 內容資訊: 英文 155 Pages
簡介

目前10個消費者中有7人正在使用某種有機產品,有機產品利用趨勢正在緩緩提升。2013年,美國有機產品的銷售額達到超過350億美元的規模,整體銷售額有92%為食品·飲料。

本報告提供全球及美國的有機產業成長之相關調查,提供您有機產業的成長推進因素·阻礙要素分析,有機食品·飲料的市場投入趨勢,有機產品用戶的購買行動,用戶簡介的分析與類別化,千禧新生代的重要性分析,消費者有機產品的理解度分析,彙整其他類似產品的混淆相關課題,有機產品利用的理由·動機分析,標籤檢視·包裝的重要性等相關資訊。

簡介

摘要整理

概要:有機產業狀況

  • 對有機產業的正面影響因素
  • 對有機產業的負面影響因素
  • 美國成人人口的有機普及率
  • 有機標籤的成長相關趨勢
  • 有機產品的銷售額:各類別明細
  • 有機產品的食品整體普及率
  • 有機食品·飲料的復興
  • 全球·美國的食品·飲料的新商品投入
  • 全球·美國特定類別的商品投入
  • 美國·全球5年成長率:各有機類別
  • 摘要:全球有機產品的市場投入
  • 有機 vs GMO自由產品
  • 有機 食品·飲料類別的使用趨勢
  • 主要有機類別的利用頻率
  • 主要使用有機類別的時間
  • 十字類別的利用
  • 成長趨勢:各類別
  • 未來的產業趨勢等

NMI的有機區分

  • 主要區分的要點
  • 各種類概要
  • DEVOTEDS (熱衷用戶)
  • TEMPERATES (偶而利用用戶)
  • DABBLERS (初嚐試用戶)
  • RELUCTANTS (消極的用戶)
  • 有機產品利用趨勢:各種類
  • 有機食品·飲料的利用
  • 對個人健康·健全的環境的承諾
  • DEVOTEDS (熱衷用戶) 健康的生活方式
  • TEMPERATES (偶而利用與利用的用戶) 的承諾與混亂
  • DABBLERS (初嚐試用戶) 的態度
  • RELUCTANTS (消極的用戶) 和健康的飲食習慣
  • 特定層的目標化
  • 人口統計簡介等

有機產品用戶定義

  • 要點
  • 有機產品用戶的人口統計上的變化
  • 新用戶 vs 長期用戶
  • 對有機產品的動機:新用戶 vs 長期用戶
  • 健康的立場:新用戶 vs 長期用戶
  • 有機的理解度:新用戶 vs 長期用戶
  • 有機產品用戶的生活方式的特徵等

千禧新生代的獲得

  • 要點
  • 千禧新生代有機產品用戶的擴大
  • 獲得千禧新生代的重要性
  • 千禧新生代有機產品的利用
  • 千禧新生代健康性的飲食習慣
  • 千禧新生代和環境的動機等

有機的理解與誤解

  • 要點
  • 有機定義:消費者的混亂
  • 天然&有機食品·飲料的利用
  • 天然&有機產品的混淆
  • 天然/有機混淆的影響
  • 缺乏有機相關法規
  • 認識健康性的食品
  • 有機的屬性:重要性等

有機產品利用的未來

  • 要點
  • 初期利用的正面觸發和負面觸發
  • 維持健康生活方式的方法
  • 標籤檢視的了解與健康的飲食習慣
  • 農藥相關疑慮
  • 有機食品·飲料的優點和讓人考慮的點
  • 開始利用有機產品·天然產品的理由
  • 家庭中兒童的影響
  • 有機產品利用的契機等

GMO產品:重要性和疑慮的出現

  • 要點
  • GMO的問題的理解
  • 期望「真貨」食品的回響
  • GMO和畏懼的程度
  • 問題的能見度
  • 避開GMO這個有機意識的契機
  • 重要性比較:非GMO產品·有機產品·天然產品
  • 購買行動的GMO的影響
  • 資訊不足的影響等

擴大有機產品的有效半徑的品牌專賣店

  • 要點
  • 有機品牌專賣店的使用趨勢
  • 有機品牌專賣店的利用:用戶別
  • 有機類別的利用等

有機產品的購買:推進因素·阻礙要素

  • 要點
  • USDA有機貼紙的重要性
  • 各種貼紙的認知度·理解度
  • USDA有機貼紙的購買行動的影響
  • 包裝的表示內容的重要性
  • 購買有機產品的理由·契機
  • 對環保包裝的偏好
  • 企業環境的措施:有機產品購買行動的影響
  • CSR的配合措施相關愛好的資訊原
  • 有機產品購買的障礙
  • 個人成本和優點等

由於Nielsen的類別分析概要

  • 摘要
  • Nielsen的主要指標定義
  • 有機產品類型的普及率:各種類
  • 主要類別:市場規模·全球普及率
  • 市場機會分析等
目錄

Summary

Almost seven in ten consumers use some type of organic product, a trend that has been moving steadily upward over the past 9 years. In the U.S., organic product sales reached over $35B in 2013 with organic foods and beverages representing 92% of those sales. In fact, organic food accounts for almost 5% of all U.S. food sales. And while the recession had an impact on organic food and beverage use, it is now rebounding after a post-recession flattening and all indications point to further future growth.

Who is using organic?

NMI's organic segmentation model breaks down consumers by differing levels of usage and commitment. There has been success in this area as the past eight years show a migration toward the more committed segments.

There is a trended increase in Millennials entering the category that represents an important development for the industry as it suggests potential longevity and future expansion.

Organic Users' lifestyle characteristics reveal a very active, community-involved, highly influential, and information-seeking consumer group. Almost four in ten are ‘new' (past year) Organic Users.

What motivates consumers to choose organic?

It is a complex combination of both positive drivers and avoidance, some of which include: a craving to eat healthy, a desire to avoid negative ingredients (primarily pesticides, hormones, GMOs), a mistrust of the food chain and manufacturers, a wish to promote a sustainable and safer environment, and having a child in the household.

The ‘healthy factor' is a key component of organics. Challenges for organic packaged goods exist, as processed foods with many ingredients are inherently viewed as less healthy, whether they are organic or not.

Despite positive growth in the industry and obvious efforts to market and communicate, confusion still abounds. Many don't know what the characteristics or regulations of organics are, they are unclear about the benefits, or they easily confuse it with natural.

The future of the organic industry is optimistic with prospects for bringing more consumers into the fold and embracing organics with greater commitment. There is an opportunity to inform consumers, thus affecting what they think. In addition, there is opportunity to facilitate action which enables feelings of peace of mind, power over making healthier choices and progress toward personal and planetary improvements.

Data Source: NMI's Health And Wellness Trends Database

  • Most comprehensive data available on health and wellness; based on attitudes, behavior and product usage within the world of health and wellness
  • Annual consumer research among U.S. general population adults and primary grocery shopper
  • Currently 16 years of trended data: 1999 through 2014, inclusive; a total of 50,000+ consumers in the database
  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.2%
  • This fourth-quarter 2014 survey was conducted on-line among 3,000+ general population consumers; primary grocery shoppers are also identified
  • Conducted via on-line methodology

Data Source: NMI's Lifestyles Of Health And Sustainability (LOHAS) Database

  • Quantifies the size of the consumer market for environmentally and socially responsible products and services
  • Measures the importance of environment and societal issues as well as corporate social responsibility
  • Explores environmentally conscious behavior
  • Determines consumer usage of LOHAS products and services
  • Annual tracking study in U.S. since 2002 and globally since 2005
  • Online methodology
  • 4,000+ U.S. adults in 2014, nationally projectable to the U.S. adult population and accurate at the 95% confidence level to +/- 2%
  • 90,000+ total global adults in database

Methodology Overview

In 2014, NMI conducted an in-depth, multi-phase project to delve into the state of the organic industry. This report is a compilation of all phases of this study in one comprehensive source for all things organic.

1) NMI Database analysis for general population and Organic Segment insights - over 7000 interviews!

  • Target consumer profiling as well as attitudinal and behavioral metrics gleaned from NMI's Health and Wellness Trends Data (HWTD) (n=3000+) and NMI's Lifestyles of Health and Sustainability (LOHAS) database (n=4000+). Both databases are detailed on the next pages.

2) Nielsen HomeScan organic segment insight - analysis of 50,000+ households

  • NMI's Organic Segments overlaid with Nielsen HomeScan data provide segment contribution to volume and frequency across categories, identification of opportunistic categories and need states within organic.
  • Overviews are provided herein; more detailed analysis on over 40 specific organic food and beverage categories is available.

3) Consumer qualitative peer groups - 4 cities, 30+ hours of interviews

  • Peer-to-peer in-home focus groups were conducted across demographic and psychographic groups to explore actual consumer emotions and behavior within organic categories and delve into barriers to usage. Detailed methodology is provided in the next pages.

4) Video Library of Insight

  • A searchable video library of insights from these peer groups is available. Over 30 hours of video and transcription allows for searching by topic, key word, or segment to provide more in-depth ‘color' and detail to your analysis.

Table of Contents

Methodology

Introduction

Executive Summary

Overview: State of the Organic Industry

  • Positive Issues Impacting the Organic Industry
  • Negative Issues Impacting the Organic Industry
  • Organic Penetration Among the U.S. Adult Population
  • Dollar Trends in Growth of Organic Labels
  • Category Breakdown of Organic Product Sales
  • Organic Penetration of Total Food Sales
  • Rebounding Growth of Organic Foods & Beverages
  • Global and U.S. Total Food & Beverage Introductions
  • Global and U.S. Specific Category Introductions
  • Five Year Growth by Organic Categories, U.S. and Global
  • Summary of Global Organic Introductions
  • Organic vs. GMO-Free Product Launches in the U.S.
  • Usage Trends of Organic Food & Beverage Categories
  • Frequency of Use for Key Organic Categories
  • Length of Time Using Key Organic Categories
  • Cross Category Usage
  • Dollar Growth by Category
  • Future Industry Trends

NMI's Organic Segmentation

  • Key Segmentation Takeaways
  • Segmentation Snapshot
  • DEVOTEDS At A Glance
  • TEMPERATES At A Glance
  • DABBLERS At A Glance
  • RELUCTANTS At A Glance
  • Segment Migration Over Time
  • Trended Organic Usage by Segment
  • Organic Food & Beverage Category Usage by Segment
  • Commitment to Personal and Environmental Health
  • DEVOTEDS and a Healthy Lifestyle
  • Questions from DEVOTEDS
  • TEMPERATES' Commitment and Confusion
  • Questions from TEMPERATES
  • DABBLERS' Attitudes
  • RELUCTANTS and Healthy Eating
  • Specific Targeting for DEVOTEDS, TEMPERATES, DABBLERS
  • Demographic Profile of Segments

Defining the Organic User

  • Key Takeaways about Defining the Organic User
  • How the Organic User is Changing Demographically
  • Segment Membership by Generation
  • Segment Composition of Organic Users vs. GP
  • Organic Spending vs. Buying Households by Segment
  • New vs. Long-Term Organic Users
  • Drivers to Organic: New vs. Long-Term Users
  • Health Orientation of New vs. Long-Term Users
  • Understanding of Organics - New vs. Long-Term Users
  • Lifestyle Characteristics of the Organic User

Capturing the Millennials

  • Key Takeaways from the Millennial Organic Users
  • Growth Among Millennial Organic Users
  • Importance of Capturing the Millennials
  • Organic Category Usage Among Millennials
  • Millennials and Healthy Eating
  • Impact of Corporate Environmental Involvement on Millennials' Buying Behavior
  • Millennials and Environmental Motivations

Organic (Mis)Understanding

  • Key Takeaways of Consumer Understanding of Organics
  • Consumer Confusion With Organic Definition
  • Trended Usage of Natural and Organic Food & Beverages
  • Confusion Between Natural and Organic
  • Impact of the Natural/Organic Confusion
  • Lack of Organic Regulations
  • Trended Understanding Regulated Organic Attributes
  • Perception of Healthy Food on a Continuum
  • Importance of Organic Attributes, Trended
  • Importance of Organic Attributes, by Segment
  • Continuum of ‘Healthy' Organic Foods
  • What is the ‘Healthiest' Organic Food?
  • Perception of Healthy as Related to ‘Close to Nature'
  • Thoughts About Processed Organic Food
  • Keeping Organic Relevant
  • Importance of Organic Messaging

Pathways to Organic Use

  • Key Takeaways About Organic Motivations
  • Positive and Negative Triggers to Initial Use
  • Methods of Maintaining a Healthy Lifestyle
  • Label Reading and Eating Healthy Foods
  • Segments and Label Checking
  • Trended Monitoring of Specific Items on Labels
  • Concerns About Pesticides
  • Perceived Benefits of Organic Foods & Beverages
  • Perceived Benefits of Organics, by Segment
  • Is Organic Considered Healthier than Natural?
  • Reasons for Initiating Use of Organics vs. Naturals
  • Motivations to Start Using Organic Dairy Milk
  • Impact of a Child in Household
  • Motivations of New Users vs. Long-Term Users
  • Reasons for First Using Organics by Segment
  • Importance of an Offensive Posture

GMO's: A Rise in Importance and Concern

  • Key Takeaways as GMOs Relate to Organics
  • Understanding the GMO Issues
  • Desire for ‘Real' Food
  • GMOs and a Degree of Fear
  • Visibility of the Issue
  • GMO Avoidance as a Pathway to Organic
  • Trended Concern About GMOs
  • Comparative Importance of Non-GMO, Organic and Natural
  • Impact of GMOs on Purchase Behavior
  • Not All Perceptions Are Negative
  • Impact of Lack of Information

Store Brands Broaden Organics' Reach

  • Key Takeaways of Store Brands' Impact
  • Trended Usage of Organic Store Brands
  • Organic Store Brand Usage by Organic Category Users
  • Organic Category Usage by Segment
  • U.S. Organic Store Brand Launches in Past 15 Years

Organic Purchase Drivers and Barriers

  • Key Takeaways of Drivers and Barriers
  • Consumers Reveal Multiple Opportunities for Drivers
  • Importance of the USDA Organic Seal
  • Impact of Not Using or Explaining the Organic Seal
  • Recognition and Understanding of Various Seals
  • Trended Recognition and Understanding of USDA Organic Seal
  • Recognition and Understanding of USDA Organic Seal by Demographic
  • Impact of USDA Organic Seal on Purchase Behavior, Total
  • Impact of USDA Organic Seal on Purchase Behavior by Consumer Groups
  • Acceptance of Less Than 100% Organic Content
  • Perceptions of ‘Premium' as it Relates to Organic
  • Importance of What is Stated on a Package
  • Sources of Influence for Organic Purchases
  • Preferences for Environmentally-Friendly Packaging
  • Pros and Cons of Organic ‘Snapshots'
  • Impact of Corporate Environmental Efforts on Organic Purchasing Behavior
  • Preferred Ways to Learn About Corporate Social Responsibility Efforts
  • Barriers to Organic Purchasing
  • Personal Costs vs. Personal Benefits
  • Barriers by Segment

Nielsen Category Analysis Overview

  • Summary Overview of Nielsen Methodology and Data Availability
  • Definitions of Key Nielsen Measures
  • Organic Category Penetration by Segment
  • Top Categories by Dollar Value and Household Penetration
  • Opportunities for More Detailed Category Analysis
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