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市場調查報告書

美國的「地產地銷」食品購買的動向

Shopping for Local Foods in the U.S.

出版商 Packaged Facts 商品編碼 324022
出版日期 內容資訊 英文 89 Pages
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美國的「地產地銷」食品購買的動向 Shopping for Local Foods in the U.S.
出版日期: 2015年01月13日 內容資訊: 英文 89 Pages
簡介

在美國各地「地產地銷」的活動擴展,也有人主張「是繼有機食品在食品市場的新動向」。由其長期性的潛在力,地產地銷不會停留在食品市場,可能影響行銷活動整體。反過來說,對食品服務業者和食品經銷商來說,所謂地產地銷,擁有高品質新鮮與真實、環境保護性、地區支援型這樣的魅力。可是,儘管媒體積極報導和漸受消費者歡迎,市場規模仍停留在小規模。2014年的地產地銷市場規模為117億美元,僅佔食品整體市場的1.8%。今後為了擴大生產規模、提高消費者認知、擴大市場,需要解決各種短期性課題。

本報告提供美國的「地產地銷」(當地食物)的配合措施擴展和相關市場結構、趨勢相關分析、「地產地銷」的概念,及到目前為止的市場趨勢,在全國、地方層級的配合措施,消費者的想法和購買頻率、內容,零售業者方面的配合措施,代表性企業的案例等調查評估。

第1章 摘要整理

第2章 概要

  • 地產地銷運動的始祖
  • 行銷策略的地產地銷
  • 慢食
  • 「地消」困難
  • 「地產」的範圍到哪裡?
  • 「食物里程」的概念
  • 產地直接輸送:2012年有13億美元的規模
  • 「有機」(有機食品)接著是「當地產品」嗎?
  • 加工食品:當地產品不足以扭轉有機食品
  • 地產地銷的銷售額,2019年達到202億美元
  • 多樣的流通管道
  • 買當地產品的理由
  • 食品中心
  • 美國農業部(USDA)對地產地銷的補助金支出擴大
  • 佛蒙特州、緬因州和新罕布什爾州:地產地銷最有發展的州
  • 各州政府對地產地銷活動的援助
  • 城市層級也開始促進地產地銷的措施

第3章 消費者

  • Packaged Facts的調查:消費者對地產地銷的想法
  • 當地產品的購買頻率
  • 當地產品的購買頻率:各年齡
  • 最廣為購買的當地產品
  • 最受歡迎的當地產品的購買流通管道
  • 購買當地產品的理由
  • 不購買當地產品的理由
  • 31%的消費者,自己栽培、收穫食物
  • 蔬菜:最受歡迎的自家栽培食品
  • A.T. Kearny的調查
  • The Hartman Group的調查
  • NGA-SupermarketGuru的調查
  • 其他調查結果的概要

第4章 市場營銷者(經銷商)、零售流通管道、食品服務

  • 少有大市場營銷者致力於地產地銷
  • 溫室的有效利用
  • 其他的分類趨勢
    • 當地產穀物的情況
    • 牡蠣直銷的情況
  • 超級市場、天然食品店、大型零售店
  • 如何有效販賣當地產品
  • 零售業者的概要
    • Bashas' Supermarket
    • Bi-Lo Holdings
    • Fairway Market
    • Hanover Consumer Cooperative Society, Inc.
    • Hart's Local Grocers
    • The Kroger Co.
    • Lowes Foods
    • Meijer, Inc.
    • Safeway, Inc.
    • Walmart U.S.
    • Whole Foods Market
    • Loans
  • 網路購物、服務
    • FreshDirect
    • Good Eggs, a High-Tech Online Farmers Market
    • Overstock.com Launches Farmers Market Department
    • Relay Foods
  • 比當地產品更加新鮮
  • 農夫市場(產地直銷)佔35%的佔有率(2010年以後):數量8,300件
  • 2種農夫市場
  • CSA(地區支援型農業計劃)
  • 可從自動販賣機購買當地產品嗎?
  • 餐廳及食品服務、供應商
    • Bon Appetit Management Co.
    • Chipotle Mexican Grill
  • 機場的食品服務也朝向地產地銷
目錄
Product Code: LA5192148

Locally grown and produced foods are experiencing surging consumer demand and widening availability. Some members of the industry even are saying that locally grown will be the next organic. Contributing to their long-term potential, local foods are not just a food store category or segment but a marketing construct. For retailers, foodservice operators, and food marketers alike, local has, in other words, become a shorthand descriptor that makes food sound high quality, fresher, more authentic, trustworthy, environmentally friendly, and supportive of the local community-key factors for attracting shoppers into the store and encouraging repeat business.

Despite the media hype, increased consumer interest, and growing presence in grocery stores and restaurants, however, locally sourced food remains a fraction of the nation's total food supply. Packaged Facts calculates that local foods generated $11.7 billion in sales in 2014, or 1.8% of total retail sales of foods and beverages. At this stage, local foods are not anywhere close to matching organic foods' sales, consumer acceptance, and farm acreage, with potential growth hampered by short growing seasons throughout much of the country.

Table of Contents

Chapter 1 - Executive Summary

  • Overview
  • The Roots of the Local Foods Movement
  • Local as a Marketing Strategy
  • It's Hard to be a Locavore
  • How Local is “Local”?
  • Figure 1-1: Consumer Definition of “Local” Foods
  • Is “Locally Grown” the Next “Organic”?
  • Packaged Facts: Local Foods Will Not Overtake Organics
  • Sales of Local Foods Will Near $20.2 Billion by 2019
  • USDA Boosts Spending to Support Local Foods
  • The Consumer
  • Packaged Facts Survey: Consumer Attitudes Toward Local Foods
  • Purchasing Frequency of Local Foods
  • Most Popular Channels for Buying Local Foods
  • Reasons for Buying Local Foods
  • Marketers, Retail Channels and Foodservice
  • Few Major Marketers Tout Local Products
  • Greenhouse Operations
  • Supermarkets, Natural Foods Stores, and Mass Merchandisers
  • Retailer Snapshots
  • Bi-Lo Holdings
  • Fairway Market
  • The Kroger Co.
  • Meijer, Inc.
  • Walmart U.S.
  • Online Shopping Services
  • FreshDirect
  • Good Eggs, a High-Tech Online Farmers Market
  • Farmer's Markets Count Up 35% Since 2010; Nears 8,300
  • Community Supported Agriculture Programs (CSAs)

Chapter 2 - Overview

  • The Roots of the Local Foods Movement
  • Local as a Marketing Strategy
  • Slow Food
  • It's Hard to be a Locavore
  • How Local is “Local”?
  • Figure 2-1: Consumer Definition of “Local” Foods
  • The “Food Miles” Concept
  • Direct-to-Consumer Sales Just $1.3 Billion in 2012
  • Table 2-1: U.S. Agricultural Sales and Direct-to-Consumer Sales, 2012 vs. 2007 and 2002 (in millions of dollars)
  • Is “Locally Grown” the Next “Organic”?
  • Packaged Facts: Local Foods Will Not Overtake Organics
  • Figure 2-2: U.S. Organic Food Sales by Category, 2005-2014
  • Sales of Local Foods Will Near $20.2 Billion by 2019
  • Table 2-2: U.S. Retail Sales of Local Foods and Beverages, 2011-2019 (in billions of dollars)
  • A Broad Spectrum of Distribution Channels
  • Reasons to Buy Local Foods
  • Food Hubs
  • USDA Boosts Spending to Support Local Foods
  • Illustration 2-1: USDA Farm to School Infographic
  • Vermont, Maine, and New Hampshire the Most Locavore States
  • Illustration 2-2: The 2014 Locavore Index from Strolling of the Heifers
  • States Lend Marketing Support to Local Foods Movement
  • Illustration 2-3: October 2014 promotion for California Grown
  • Illustration 2-4: Jersey Fresh Bus Wrap
  • Cities Also Starting Local Food Initiatives

Chapter 3 - The Consumer

  • Packaged Facts Survey: Consumer Attitudes Toward Local Foods
  • Table 3-1: Consumer Attitudes Toward Local Foods, 2014 (Percent of U.S. adults)
  • Purchasing Frequency of Local Foods
  • Figure 3-1: Frequency of Consciously Purchasing Locally Grown or Locally Produced Foods, 2014 (Percent of U.S. adults)
  • Frequency of Purchasing Local Foods by Age
  • Figure 3-2: Frequency of Consciously Purchasing Locally Grown or Locally Produced Foods, 2014 (Percent of U.S. adults)
  • Most Commonly Purchased Local Foods
  • Figure 3-3: Types of Locally Grown or Locally Produced Foods Purchased, 2014 (Percent of U.S. adults)
  • Most Popular Channels for Buying Local Foods
  • Figure 3-4: Where Shoppers Buy Locally Grown or Locally Produced Foods, 2014 (Percent of U.S. adults)
  • Reasons for Buying Local Foods
  • Figure 3-5: Primary Reasons for Purchasing Locally Grown or Locally Produced Foods, 2014 (Percent of U.S. adults)
  • Reasons for Not Buying More Local Foods
  • Figure 3-6: Primary Reasons for Not Purchasing More Locally Grown or Locally Produced Foods, 2014 (Percent of U.S. adults)
  • 31% of Consumers Grow, Raise, or Catch Some of Their Own Foods
  • Figure 3-7: Do You Grow, Raise, or Catch Any of Your Own Foods? 2014 (Percent of U.S. adults)
  • Vegetables the Most Popular Food to Grow
  • Figure 3-8: Types of Foods Consumers Grow, Raise, or Catch, 2014(Based on Consumers who Grow, Raise, or Catch their Own Foods)
  • A.T. Kearny Survey
  • The Hartman Group Surveys
  • NGA-SupermarketGuru Survey
  • Tidbits from Other Surveys

Chapter 4 - Marketers, Retail Channels, and Foodservice

  • Few Major Marketers Tout Local Products
  • Greenhouse Operations
  • Illustration 4-1: A living salad from Radical Farm Co.
  • Illustration 4-2: At SumoSalad, diners can nibble greens they pick from the wall
  • Other Category Trends for 2015
  • Local and Regional Grains
  • Oyster Bays
  • Illustration 4-3: MOM's Organic Market has begun its own oyster farm
  • Supermarkets, Natural Foods Stores, and Mass Merchandisers
  • How to Merchandise Local Foods for Effect
  • Retailer Snapshots:
  • Bashas' Supermarket
  • Bi-Lo Holdings
  • Fairway Market
  • Illustration 4-4: Fairway Market's June 2014 flyer promote local products
  • Hanover Consumer Cooperative Society, Inc.
  • Hart's Local Grocers
  • The Kroger Co.
  • Lowes Foods
  • Meijer, Inc.
  • Illustration 4-5: Meijer's Seasonal Growing Chart
  • Safeway, Inc.
  • Illustration 4-6: A display of local packaged foods in a Safeway store in Hawaii
  • Walmart U.S.
  • Whole Foods Market
  • Illustration 4-7: A video clip promoting Whole Foods' Local Producer
  • Loans
  • Online Shopping Services
  • FreshDirect
  • Good Eggs, a High-Tech Online Farmers Market
  • Overstock.com Launches Farmers Market Department
  • Relay Foods
  • Even Fresher than Local
  • Illustration 4-8: Fresh & Easy's Super Fresh stickers promise 48 hours from farm to store
  • Farmer's Markets Count Up 35% Since 2010; Nears 8,300
  • Figure 4-1: Growth in Number of Farmers' Markets, 1994-2014
  • Two Types of Farmers' Markets
  • Community Supported Agriculture Programs (CSAs)
  • Local Foods from Vending Machines?
  • Illustration 4-9: Farmer's Fridge Vending Kiosk Design
  • Restaurants and Foodservice Providers
  • Bon Appétit Management Co.
  • Illustration 4-10: Every Bon Appétit café has a Farm to Fork chalkboard listing its local suppliers
  • Chipotle Mexican Grill
  • Airport Foodservice Goes Local
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