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市場調查報告書

Trader Joe's 天然食品管道

Trader Joe's and the Natural Food Channel

出版商 Packaged Facts 商品編碼 297260
出版日期 內容資訊 英文 136 Pages
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Trader Joe's 天然食品管道 Trader Joe's and the Natural Food Channel
出版日期: 2014年02月14日 內容資訊: 英文 136 Pages
簡介

Trader Joe's是在美國有400家店以上的食品連鎖店,以購買天然食品的顧客・美食等為目標。Trader 與Joe's競爭的Whole Foods一樣都受到對於天然有機產品有興趣的消費者注目。Trader Joe's跟Whole Foods雖然非常類似、Trader Joe's較專注於提供豐富品項的優質便宜商品,Whole Foods則是走精緻品質與可大量選擇路線。

本報告針對美國食品連鎖店Trader Joe'sm,提供其成長實績與擴大策略、使命/定位、分店位置・設計、產品規格・計畫、私人品牌的使用、廣告・群社媒體的使用、公司組織構造、道德・環境倡導、消費者統計與消費者心理相關分析,目錄介紹如下。

第1章 摘要

第2章 Trader Joe's

  • 檔案
  • 設立與擴展
  • 線上販售的可能性
  • Trader Joe's與ALDI
  • 成長全靠自己的資金
  • 低調的同時也被批評是秘密主義
  • 使命/定位
  • 店鋪
  • 裝飾與店面擺設
  • 慎重的將精產品混合
  • 產品基準・計畫
  • Trader Joe's建構於私人品牌
  • 起士
  • 冷凍食品
  • 食品
  • 生産
  • 冷藏食品
  • 零食・甜點
  • 紅酒&啤酒
  • 最受歡迎產品
  • 征服世界的餅乾奶油
  • Two Buck Chuck
  • Trader Joe's價格
  • 組織架構
  • 購買架構
  • 企業精神・團體合作
  • Trader Joe's削減醫療費給付
  • 倫理的(道德)・環境定位
  • 廣告・行銷
  • 非群社媒體
  • 社區相關
  • 批判・爭論、其他

第3章 零售競爭

  • 其他零售店競爭
  • 高知識消費者客層
  • Trader Joe's擁有強力支持者
  • Trader Joe's與Whole Foods
  • 天然食品競爭的急速増加
  • Sprouts Farmers Market定位在更便宜的價格
  • Vitamin Cottage的Natural Grocers有大規模擴大計畫
  • The Fresh Market將挑戰從地區擴展至全國
  • Fairway Market
  • Fresh Thyme Farmers Market才剛回穩腳步
  • Wild Oats 可以恢復嗎?
  • The Fresh & Easy Fiasco
  • Mrs. Green's Natural Markets
  • Kroger以天然&有機食品為目標、其他

第4章 天然食品店顧客

  • 關於消費者調查資料
  • 有13%的成人在Trader Joe's購物
  • WF/TJ 顧客的比例増加
  • 具有高度社會經濟能力是Trader Joe's與Whole Foods顧客的特徵
  • 最少是低教育・所得的顧客
  • 對食品的態度
  • Trader Joe's的顧客對採用健康技術食品有強烈的購買趨勢
  • 採購態度・行動
  • 對環境上擔心事項的態度・行動
目錄
Product Code: LA5200995

Renowned for its quirky personality and unique products, Trader Joe's Co. is an $11.3 billion, not-quite-nationwide, chain of more than 400 small-footprint stores that likewise appeal to both natural food shoppers and gourmets and command intense fandom. Unlike conventional supermarkets, Trader Joe's is a destination: a place consumers seek out and travel to over long distances. The chain's retail strengths echo market strategies similar to its competitor Whole Foods, as both seek to capitalize on growing consumer interest in natural and organic products. In many ways, Trader Joe's and Whole Foods also have very similar-and actually often the same-customers. Yet, the striking differences between the two chains are what keep the same consumers shopping at both. At Trader Joe's, the focus is a sharply edited assortment of great products at great prices. At Whole Foods, the focus is premium quality and huge selection.

In separate chapters, ‘Trader Joe's and the Natural Food Channel’ analyzes Trader Joe's historical growth and expansion strategies, mission/position, store location and design, product standards and programs, use of private label, pricing, advertising and use of social media, organizational structure, ethical and environmental initiatives, consumer demographics and psychographics, and more.

In addition the Retail Competitors chapter examines the wave of up-and-coming competitors in the natural foods space. In the past two years, several growth-oriented specialty food retailers and natural food chains-including Sprouts Farmers Market, The Fresh Market, Fairway Market, and Natural Grocers by Vitamin Cottage-tapped the stock market with initial public offerings (IPOs). Natural Markets Food Group, which owns the Mrs. Green's Natural Market chain, is said to be eyeing an IPO as well. Then there is startup company Fresh Thyme Farmers Market, backed by Midwest-based supercenter retailer Meijer Co. It also is strongly rumored that billionaire investor Ron Burkle's private equity firm Yucaipa Cos. plans to revive the Wild Oats Market name, converting the Fresh & Easy stores it acquired from Tesco Plc in November 2013 into Wild Oats natural foods markets. No. 1 supermarket operator Kroger Co., which maintains more than 2,400 stores across the country under regional banners including Kroger, Ralph's, and Fry's, is also making a play for the natural and organic food space and considers itself the second-largest player in this market after Whole Foods.

Each chapter contains copious tables, charts, graphs, and illustrations that reinforce and make easy to grasp points made in the text.

Our sources of information for ‘Trader Joe's and the Natural Food Channel’ include primary research entailing interviews with retailers and other members of the industry, and on-site examination of retail stores. Secondary research involved the evaluation and comparison of data from articles found in financial, marketing, and industry publications, as well as on corresponding websites and in consumer social media. Other sources for secondary data include annual reports, 10-Ks, transcripts of earnings calls, and literature from individual companies. Consumer data are derived from Simmons National Consumer Surveys for Summer 2013, from Experian Marketing Services.

Table of Contents

Chapter 1: Executive Summary

  • Capsule Profile
  • Competition from Other Retailers
  • Savvy Group of Consumers
  • Trader Joe's and Whole Foods Market
  • Table 1-1: Trader Joe's vs. Whole Foods Market, 2013
  • Upsurge of Competition in Natural Foods
  • Table 1-2: Selected Fresh and Natural Foods Competitors, 2013
  • 13% of Adults Shop at Trader Joe's
  • Figure 1-1: Share of U.S. Adults Who Shop in Trader Joe's, Whole Foods, and Natural Food Channel, 2014 (percent)
  • Figure 1-2: Share of U.S. Population Shopping at Trader Joe's or Whole Foods, 2013 (percent)
  • Percentage of Trader Joe's and Whole Foods Shoppers on the Ups
  • Table 1-3: Trends in Retail Shopping, 2004-2013 (percent of U.S. adults)
  • High Socioeconomic Status Characterizes Trader Joe's and Whole
  • Foods Market Shoppers
  • AttitudesToward Food
  • Shopping Attitudes and Behaviors
  • Attitudes and Behaviors Toward Environmental Concerns
  • Trader Joe's Shoppers Healthier, More Willing to Grocery Shop Using
  • Technology
  • Organic and Whole Grains Among Labels Most Sought Out by Trader Joe's Shoppers
  • Figure 1-3: Characteristics Sought Out by Consumers When Food Shopping,2014 (percent)

Chapter 2: Trader Joe's

  • Capsule Profile
  • Table 2-1a: Growth of Trader Joe's, 2008-2014, estimate A
  • Table 2-1b: Growth of Trader Joe's, 2008-2012, estimate B
  • Founding and Expansion
  • Illustration 2-1: Trader Joe's First Store in Pasadena, CA, 1967
  • Illustration 2-2: The Original Pasadena Store is Still Open at the Same Location
  • Potential for Online Sales
  • Trader Joe's and ALDI
  • Illustration 2-3: ALDI Private Label Brands
  • All Growth Is Self-Financed
  • Reputation for Reticence-or Secrecy
  • Mission/Position
  • Stores
  • Illustration 2-4: Trader Joe's Store in Saugus, MA, November 2012
  • Décor and Store Layout
  • Illustration 2-5: Frozen Food Aisle in Trader Joe's Store in Las Vegas, November 2013
  • Illustration 2-6: Produce Section in Trader Joe's Las Vegas, November 2013
  • Carefully Curated Product Mix
  • Illustration 2-7: Extensive Cheese Selection in Trader Joe's Las Vegas,November 2013
  • Product Standards and Programs
  • Illustration 2-8: Trader Joe's Dietary Icons and Product Lists
  • Illustration 2-9: TJ's Recipes, December 2013
  • Illustration 2-10: Trader Joe's Guides
  • Trader Joe's Is Built Around Private Label
  • Cheese
  • Illustration 2-11: Trader Joe's Creamy Toscano Cheese Soaked in Syrah
  • Illustration 2-12: Trader Joe's New Zealand Grass Fed Sharp Cheddar
  • Frozen Foods
  • Illustration 2-13: Trader Joe's Aloo Chaat Kati Pouches
  • Illustration 2-14: Trader Joe's Edamame Rangoons
  • Grocery
  • Illustration 2-15: Trader Joe's Fig Butter
  • Produce
  • Illustration 2-16: Trader Joe's Healthy 8 Chopped Veggie Mix
  • Illustration 2-17: Trader Joe's Kale & Edamame Bistro Salad
  • Refrigerated Foods
  • Illustration 2-18: Trader José's Carne Asada Autentica
  • Illustration 2-19: Trader Joe's Sushi Rolls
  • Snacks and Sweets
  • Illustration 2-20: Trader Joe's Beurre Meuniere Popcorn
  • Illustration 2-21: Trader Joe's Gluten Free Joe-Joe's
  • Illustration 2-22: Trader Joe's Mini Panettone
  • Illustration 2-23: Trader Joe's PB&J Milk Chocolate Bar
  • Illustration 2-24: Trader Joe's Pumpkin Macarons
  • Wines & Beers
  • Illustration 2-25: Trader Joe's Vintage Ale
  • Most Popular Products in 2013
  • Illustration 2-26: Trader Joe's 2013 Top 25 Customer Favorite Products
  • Illustration 2-27: Trader Joe's Triple Ginger Snaps, No. 1 in 2013
  • Illustration 2-28: Trader Joe's Pumpkin Spice Coffee
  • Illustration 2-29: Trader Joe's Pesto Gouda
  • Illustration 2-30: Trader Joe's Mandarin Orange Chicken
  • Illustration 2-31: Spinach & Kale Greek Yogurt Dip
  • The Cookie Butter that Conquered the World
  • Illustration 2-32: Trader Joe's Speculoos Cookie Butter
  • Two Buck Chuck
  • Illustration 2-33: Display of Charles Shaw Wines in Trader Joe's Austin, TX
  • Trader Joe's Pricing
  • Fun Atmosphere Part of its Strength
  • Organizational Structure
  • Illustration 2-34: Trader Joe's Employees
  • Purchasing Structure
  • Company Spirit and Teamwork
  • Trader Joe's Cutting Healthcare Benefits
  • Ethical and Environmental Positions
  • Advertising and Marketing
  • Illustration 2-35: Cartoon from Trader Joe's Fearless Flyer
  • Illustration 2-36: Trader Joe's Fearless Flyer, 2013 Holiday Edition
  • Illustration 2-37: Fearless Flyer Online Ad for Scallops Wrapped in Bacon
  • No Social Media
  • Illustration 2-38: Whimsical Banner on Trader Joe's Website
  • Community Involvement
  • Criticism and Controversies
  • Trader Joe's Sues Pirate Joes, Unsuccessfully
  • Activists Target Trader Joe's for Allowing Antibiotics in Meat
  • Lawsuit Filed over Trader Joe's Peanut Butter Pretzels

Chapter 3: Retail Competition

  • Competition from Other Retailers
  • Savvy Group of Consumers
  • Trader Joe's Fans Are Strong Advocates
  • Trader Joe's and Whole Foods
  • Table 3-1: Trader Joe's vs. Whole Foods Market, 2013
  • Upsurge of Competition in Natural Foods
  • Table 3-2: Selected Fresh and Natural Foods Competitors, 2013
  • Sprouts Farmers Market Positions as Less Expensive
  • Illustration 3-1: Exterior of Sprouts Farmers Market in Redondo Beach, CA
  • Illustration 3-2: Interior of a Sprouts Farmers Market
  • Natural Grocers by Vitamin Cottage Planning Major Expansion
  • Illustration 3-3: Cover of Prospectus for Natural Grocers by Vitamin Cottage
  • Illustration 3-4: Natural Grocers Storefront
  • The Fresh Market Tries Expanding from Regional to National
  • Illustration 3-5: The Fresh Market, Rendering of Interior
  • Fairway Market
  • Illustration 3-6: Interior of Fairway Market in Nanuet, NY
  • Fresh Thyme Farmers Market Just Starting Up
  • Illustration 3-7: Fresh Thyme Farmers Market, Rendering of Exterior
  • Illustration 3-8: Fresh Thyme Farmers Market, Rendering of Interior
  • Will Wild Oats Return?
  • Illustration 3-9: An Old Wild Oats Store
  • The Fresh & Easy Fiasco
  • Mrs. Green's Natural Markets
  • Illustration 3-10: Mrs. Green's Natural Market
  • Kroger Targeting Natural and Organic Foods
  • Illustration 3-11: A Kroger Marketplace Store

Chapter 4: The Natural Food Store Shopper

  • About the Consumer Survey Data
  • 13% of Adults Shop at Trader Joe's
  • Figure 4-1: Share of U.S. Adults Who Shop in Trader Joe's, Whole Foods, and Independent Natural Food Channel, 2014 (percent)
  • Figure 4-2: Share of U.S. Population Shopping at Trader Joe's or Whole Foods, 2013 (percent)
  • Percentage of WF/TJ Shoppers on the Ups
  • Table 4-1: Trends in Retail Shopping, 2004-2013 (percent of U.S. adults)
  • High Socioeconomic Status Characterizes Trader Joe's and Whole Foods Shoppers
  • Least Likely Shoppers Have Low Education and Income
  • Table 4-2: Selected High-Index Demographics of Trader Joe's vs. Whole Foods Shoppers, 2013 (index)
  • Table 4-3: Demographic Overview of Trader Joe's Shoppers, 2013 (percent, number and index of U.S. adults)
  • Table 4-4: Demographic Overview of Whole Foods Market Shoppers, 2013 (percent, number and index of U.S. adults)
  • Attitudes Toward Food
  • Table 4-5: Consumer Attitudes/Opinions Toward Food: All Consumers vs. Any Supermarket/Supercenter, Trader Joe's, and Whole Foods Shoppers, 2013 (percent and index of U.S. adults)
  • Trader Joe's Shoppers Both Healthier and More Willing to Grocery Shop Using Technology
  • Table 4-6: Consumer Attitudes/Opinions Toward Food: All Consumers vs. Trader Joe's, Whole Foods Market, and Independent Natural Food Store Shoppers, 2014 (percent)
  • Organic, Whole Grains Among Tags Sought Out by Trader Joe's Shoppers
  • Figure 4-3: Characteristics Sought Out by Consumers When Food Shopping, 2014 (percent)
  • 48% of Trader Joe's Shoppers Spend $100 or More Per Week on Groceries
  • Figure 4-4: About How Much Do You Spend Weekly On Grocery Shopping?, 2014 (percent)
  • Shopping Attitudes and Behaviors
  • Table 4-7: Consumer Attitudes/Behaviors Toward Shopping: All Consumers vs. Any Supermarket/ Supercenter, Trader Joe's, and Whole Foods Shoppers, 2013 (percent and index of U.S. adults)
  • Attitudes and Behaviors Toward Environmental Concerns
  • Table 4-8: Consumer Attitudes/Behaviors Toward Environmental Concerns: All Grocery Shoppers vs. Trader Joe's and Whole Foods Shoppers, 2013 (percent any agree and index of U.S. adults)
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