美國清真認證食品市場

Abstract

MarketTrend: Kosher- and Halal-Certified Foods in the U.S. delivers an in-depth analysis of the market for kosher and halal foods in the United States, with an emphasis on opportunities in the mainstream market.

The report discusses the many similarities between kosher and halal foods:

• Both involve dietary laws derived from ancient sacred texts
• Ritual slaughter emphasizes respect for the animal
• Forbidden ingredients include those derived from human hair, bird feathers, and other unsavory sources that are acceptable to U.S. government agencies
• Standards for food production are far more rigorous than those required by the U.S.

Important differences are also addressed:

• The Jewish population in the United States is small - less than 2% - and is expected to decline, both in the U.S. and worldwide.
• A significant percentage of kosher consumers in America are not Jewish. They buy kosher because they believe it is safer, better, healthier.
• Muslims represent less than 1% of the U.S. population. Globally, on the other hand, one in five individuals practice the faith.
• "Halal" applies to all facets of Islamic life, from banking to toothpaste.
• Americans are largely unaware of the halal concept and its attractive attributes pertaining to food.

In MarketTrend: Kosher- and Halal-Certified Foods in the U.S., Packaged Facts maintains that the number of mainstream products that have obtained kosher certification has reached critical mass, and so has the share of consumers who deliberately seek out kosher foods. As for halal, few Americans have even heard of it. In order to grow these markets, companies must educate consumers about the benefits that define these foods and third-party certification thereof. Among the most promising prospects:

• The large number of consumers who are concerned about food safety and are skeptical about food labeling
• Those on gluten-free or meatless diets
• "Foodies"
• Asian Americans, who eat less dairy and drink less alcohol compared to the overall U.S. population
• Those who practice ethical consumerism

The kosher foods market has many facets and no definitive parameters, so accurate sales data are difficult to come by. Packaged Facts employs innovative methodologies to unravel the complexities of the market. By synthesizing information from government agencies, syndicated research services, and interviews with industry executives and consumers, Packaged Facts is able to provide sales data for the diverse segments of the market for certified kosher foods.

Specifically, Packaged Facts estimates that sales of certified kosher foods swelled from nearly $150 billion in 2003 to more than $200 billion in 2008, demonstrating a compound annual growth rate twice that of the overall food market. The increase is largely attributable to the rising number of certified products, as well as a growing number of consumers who deliberately seek out kosher foods. Packaged Facts does not see traditional or "ethnic" kosher foods contributing to market growth.

Packaged Facts forecasts the total market for certified kosher food will approach $260 billion, while sales of products that are purchased because they are kosher will fall between $14 billion (low estimate) and $17 billion (high estimate).

Because the concept of a market for certified halal foods is a fairly new phenomenon, Muslims compose a very small share of the U.S. population, and many of the countries that are home to large Muslim populations have just begun to monitor and quantify sales, hard data are virtually nonexistent. In MarketTrend: Kosher- and Halal-Certified Foods in the U.S., Packaged Facts examines all of the available data to draw a portrait of Muslims in the U.S, as followers of Islam, as Americans, and as consumers.

No other market research report provides the comprehensive analysis, extensive data, and unique insights on the similarities and differences in these two traditions of faith-based consumption. In particular, Packaged Facts analyzes opportunities for U.S. kosher and halal food producers to target mainstream Americans as well as promising niches like Asian Americans, ethical consumers, and "foodies."

Table of Contents

Chapter 1: Executive Summary

The Basics

• Scope of This Report
• Methodology
• Kosher Basics
• Halal Basics
• In both cases, ritual slaughter honors the animal
• Certification
  • Figure 1-1: Sample Page of Application for Kosher Certification Vaad Hoeir of St. Louis
  • Figure 1-2: Selected Symbols Representing Kosher Certification, Halal Certification
• Why certify?
  • A marketing claim with teeth
  • Table 1-1: Importance of Kosher Certification Symbol, by Type of Kosher Consumer (on a 1-10 scale), 2007
  • Certifiers provide publicity for their clients
  • Certification enhances export opportunities

Market Size and Growth

• Kosher foods at $211 billion in 2008
  • Table 1-2: Total Food vs. Kosher Food Sales in U.S. Grocery Stores, 2003 and 2008 (in millions of dollars)
  • "Ethnic" brands don' t seem to be driving growth
• Sales of certified kosher foods forecast to surpass $260 billion by 2013
• As a market, halal is in its infancy; growth is nurtured by nations with much to gain
• Malaysian Ministry puts U.S. market at almost $12 billion
• Canadian government urges businesses to enter halal food market
• Market Factors and Trends
  • Muslim population in the U.S. is tiny; globally, it' s huge
  • Table 1-3: Religious Affiliations, the United States and the World (percent)
  • Figure 1-3: Religious Affiliations, the United States and the World (percent)
  • "Kosher" connotes superior quality to consumers
  • Kosher and halal foods are more expensive
• Product Trends
  • New kosher introductions jump by half in four years
  • Figure 1-4: Number of U.S. Food & Beverage Product Introductions: Kosher, 2004-2008
  • Halal is rarely used as a descriptor; new products difficult to quantify

The Consumer

• Jewish consumers are educated and wealthy, but their numbers may be dwindling
• Muslims in the U.S. are younger, households are larger
• Demographics, Attitudes, and Preferences of U.S. Consumers of Selected Kosher Foods

Opportunities in Kosher and Halal Foods

• Concerns About Food Safety and Integrity
• Clearly labeled foods should appeal to gluten-free dieters
• Meatless eating easier with kosher labeling
• Kosher Consumers as Foodies
  • Table 1-4: Selected Psychographics: Kosher Consumers vs. Foodies, 2008 (index for U.S. adults who buy Hebrew National/Best' s Kosher franks and index for foodie adults)
  • Figure 1-5: Agreement With Foodie Psychographic Statements, Kosher Consumers, 2008 (index for U.S. adults who buy Hebrew National/Best' s Kosher franks and agree with selected psychographic statements Packaged Facts associates with foodies)
• Asian Americans
• Ethical Consumerism

Chapter 2: The Basics

• Scope of This Report
• Methodology
• Kosher Basics
  • Meat must come from ruminants with cloven hooves
  • Figure 2-1: Kosher and Non-Kosher Cuts of Beef
  • Chicken is kosher, swans are not
  • Kosher fish have fins and scales
  • Ritual slaughter (shechita) honors the animal
  • Dietary practices isolate food groups
  • Kosherizing processed foods may be simple or arduous
  • Table 2-1: Selected Terminology Describing Kosher Dietary Laws
• Halal Basics
  • Ritual slaughter (dhabihah) honors the animal
  • Table 2-2: Glossary of Selected Halal Terms
  • Table 2-3: Similarities and Distinctions Between Kosher and Halal
• Certification
  • Kosher certification involves significant interaction between applicant and certifier
  • Figure 2-2: Sample Page of Application for Kosher Certification Vaad Hoeir of St. Louis
  • Halal certification resembles kosher in procedure and rigor
  • Figure 2-3: Selected Symbols Representing Kosher Certification, Halal Certification
  • Certification costs vary, but proponents say it pays for itself in increased sales
  • Why certify? A marketing claim with teeth
  • Table 2-4: Importance of Kosher Certification Symbol, by Type of Kosher Consumer (on a 1-10 scale), 2007
  • Certifiers provide publicity for their clients
  • Certification honors all consumers' dietary needs
  • Certification enhances export opportunities
  • Choosing a certifier is like choosing a lawyer: research, references, reputation

Chapter 3: Market Size and Growth

• Kosher Foods
  • Sales figures are difficult to pin down
  • Sales of certified kosher products grow at twice the rate of the overall food industry
  • Table 3-1: Total Food vs. Kosher Food Sales in U.S. Grocery Stores, 2003 and 2008 (in millions of dollars)
  • "Ethnic" brands don' t seem to be driving growth
  • Figure 3-1: "Ethnic" Kosher Brands as a Share of Total Food Sales through Food Stores, Selected Categories, 2007 (percent)
  • Sales of certified kosher foods forecast to surpass $258 billion by 2013
  • Table 3-2: Forecast: Total Food, Kosher Food, and "Ethnic" Kosher Food Sales in U.S. Grocery Stores, 2009-2013 (in billions of dollars)
• Halal Foods
  • As a market, halal is in its infancy; growth is nurtured by nations with much to gain
  • Malaysian Ministry puts U.S. market at $548 billion
  • Canadian government urges businesses to enter halal food market
  • Sales of certified halal foods forecast to grow 4-6% CAGR in U.S.

Market Factors and Trends

• Muslim population in the U.S. is tiny; globally, it' s huge
  • Table 3-3: Religious Affiliations, the United States and the World (percent)
  • Figure 3-2: Religious Affiliations, the United States and the World (percent)
• "Kosher" connotes superior quality to consumers
• Halal meat is considered fresher, better
• Kosher and halal foods are more expensive
  • Table 3-4: U.S. Retail Chicken Prices, boneless and skinless breasts, 2008 (price per pound)
  • Table 3-5: U.S. Retail Chicken Prices, whole, 2008 (price per pound)
  • Table 3-6: Average Base Price per Volume for Selected Foods, 52 weeks ending Oct. 5, 2008 (volume equivalency: pounds)
• Industries are largely self-regulated
  • Certifiers and consumers serve as watchdogs

Product Trends

• Scope and Methodology
• Product Introductions
  • New kosher introductions jump by half in four years
  • Figure 3-3: Number of U.S. Food & Beverage Product Introductions: Kosher, 2004-2008
  • Figure 3-4: Share of U.S. Kosher Product Introductions: Total U.S. Food and Global Kosher, 2004-2008 (percent)
  • Halal is rarely used as a descriptor; new products difficult to quantify
• Product Trends
  • Kosher foods lighten up on the schmaltz
  • Gourmet, upscale increasingly describe kosher foods
  • Product focus: kosher wine is subjected to a total makeover

Chapter 4: The Consumer

• Scope and Methodology
• Jewish consumers are educated and wealthy, but their numbers may be dwindling
• Muslims in the U.S. are younger, households are larger
  • American Muslims are assimilated but devout
• Demographics, Attitudes, and Preferences of U.S. Consumers of Selected Kosher Foods
  • 56% of Jewish consumers buy kosher hot dogs, but just 5% of people who buy kosher hot dogs are Jewish
  • Age, region, income, and education are predictors of use
  • Table 4-1: Purchase of Hebrew National/Best' s Kosher Hot Dogs, by Household Income, 2008 (index of U.S. adults)
  • Table 4-2: Purchase of Hebrew National/Best' s Kosher Hot Dogs, by Education, 2008 (index of U.S. adults)

Chapter 5: Opportunities in Kosher and Halal Foods

• Concerns About Food Safety and Integrity
  • U.S. consumers have lost confidence in the food supply...
  • ...and stop buying products whose safety seems compromised
  • Consumers want more info about their foods
• Safety and Labeling Controversies
  • GMOs could compromise integrity of kosher/halal foods
  • Is irradiation safe, or a cop-out?
  • Beefed-up cows
  • "Natural" is meaningless
  • "Organic" is less meaningful than you think
  • FDA okays meat and milk from cloned animals - no labeling required
• Strict kosher/halal standards offer reassurance
• Gluten-free
• Meatless
• Kosher Consumers as Foodies
  • Table 5-1: Selected Psychographics: Kosher Consumers vs. Foodies, 2008 (index for U.S. adults who buy Hebrew National/Best' s Kosher franks and index for foodie adults)
  • Figure 5-1: Agreement With Foodie Psychographic Statements, Kosher Consumers, 2008 (index for U.S. adults who buy Hebrew National/Best' s Kosher franks and agree with selected psychographic statements Packaged Facts associates with foodies)
• Asian Americans
• Ethical Consumerism
  • Ethical Eating

Chapter 6: Snapshots of Selected Industry Participants

• Food Companies
  • Cabot Creamery Cooperative
  • Cargill Texturizing Solutions
  • Crescent Premium Foods
  • G. Willi-Food International
  • Hebrew National (ConAgra)
  • J&M Food Products Company
  • Kedem Food Products International
  • King Kold
  • Manischewitz Company
  • Midamar Corporation
  • Nestle Quality Technical Coordination
  • Nutrilite
  • Osem USA
  • Sabinsa Corporation
• Retailers
  • H-E-B
  • Kosher Vending Industries LLC
  • Pomegranate
  • ShopRite
  • Winn-Dixie
• Certifying Agencies
  • Halal Monitoring Authority
  • Islamic Food and Nutrition Council of America
  • Islamic Society of North America
  • Kof-K
  • Muslim Consumer Group
  • OK Kosher
  • Orthodox Union
  • Star-K Kosher
  • Triangle K