オーガニック食品/飲料の米国市場

The market for organic foods grew from $2.9 billion in 2001 to $5.3 billion in 2004, an 80.5% increase in the three-year period. Three forces aided this substantial growth: rising consumer concern about the integrity of the food supply; governmental standards that clearly define the meaning of the term "organic;" and greater availability of organic foods through mainstream channels.

It is significant that "organic" is a production claim, not a food safety or content claim. The term refers to the way in which food is grown and handled, and as a concept does not govern whether or not the food is safer or healthier than non-organic food. Nonetheless, consumers have embraced the term as signifying foods that are better for them or their families because foods grown organically are not grown with chemical fertilizers, pesticides, or hormones. Many consumers may be skeptical that organic foods are truly more healthful, or worth an extra expense or time spent finding them, but organic products now comprise 1.9% of total U.S. food sales. Organic food and drinks are gaining market share in mainstream channels, showing that both retailers and consumers are interested in food grown under these conditions.

This report examines some of the most popular organic food segments, including dairy, bread/grains, fruit/vegetables, packaged/prepared foods, confectionery/desserts/snacks, and meat/fish/poultry. It does not include non-food products such as personal care, nutritional supplements, pet food, household products, or flowers. While sales of these non-food products have increased in sales, they only account for 0.15% of total non-food sales. A study of these products is beyond the scope of this report.

Expansion in organic food products requires a number of conditions, including sustained consumer interest and availability of organic-certified farmland on which to grow the crops within the United States. Consumer interest is paramount, and what is likely to remain the most important issue for consumers is food safety. Food scares surrounding non-organically grown products (e.g. BSE in cows, chemical and pesticide residue in fish) will drive consumers to seek out the perceived safety of organic alternatives. As long as organic foods can be considered safe, more consumers will turn to them.

Contents

INTRODUCTION AND ABBREVIATIONS

• Introduction
• Other relevant reports
• Definition
• Abbreviations & terms
• Abbreviations
• Terms

EXECUTIVE SUMMARY

• A $5.3 billion market shows strong growth
• Growing availability drives sales
• A newly regulated industry
• More farmland, crops, and herds are certified organic
• Organic products are more expensive. Do consumers care?
• Organic food industry divided into eight segments
• Some 700 companies involved in organic food production
• Increasingly mainstream advertising and promotion of organics
• Natural and mainstream channels vie for customers
• Consumers becoming more active organic buyers and represent all demographic segments
• Integrity of the nation's food supply will remain the major driver
• Store brand organics will help make these products more affordable
• Is there enough organic farmland, and for products at what price?
• Expect continued strong sales gains

MARKET DRIVERS

• Food safety is an issue that is also part of the other major drivers
• Figure 1: Farmers market growth, 1994-2002
• National standards within the National Organic Program regulate the industry
• Growth of organic acreage and animal herds
• Figure 2: Total Organic Acreage and Animal Herds, 1992-2001 (selected years)
• Figure 3: Organic acreage for fruits and vegetables, 1997, 2000, and 2001
• Organic consumers increase, but what price premium are they willing to pay?

MARKET SIZE & TRENDS

• Figure 4: Total U.S. retail sales of organic food and beverages, at current and constant prices, 2001-2004
• Graph 1: Total U.S. retail sales of organic food and beverages, at current and constant prices, 2001-2004

MARKET SEGMENTATION

• Overview
• Figure 5: Sales of organic food and beverages segmented by product type, 2002 & 2004
• Organic fruits and vegetables
• Figure 6: Sales of organic fruits and vegetables, at current and constant prices, 2001-2004
• Organic dairy products
• Figure 7: Sales of organic dairy foods, at current and constant prices, 2001-2004
• Organic beverages
• Figure 8: Sales of organic beverages, at current and constant prices, 2001-2004
• Figure 9: Comparison of sales of organic soy milk and organic dairy milk, at current and constant prices, 2001-2004
• Organic grain-based foods
• Figure 10: Sales of organic grain-based foods, at current and constant prices, 2001-2004
• Organic prepared and packaged foods
• Figure 11: Sales of organic prepared and packaged foods, at current and constant prices, 2001-2004
• Organic snacks, desserts, and confectionery
• Figure 12: Sales of organic snacks, desserts, and confectionery, at current and constant prices, 2001-2004
• Organic meat and poultry
• Figure 13: Sales of organic meat and poultry, at current and constant prices, 2001-2004
• Other organic foods
• Figure 14: Sales of other organic foods, at current and constant prices, 2001-2004
• Figure 15: Sales of organic meat alternatives, at current and constant prices, 2001-2004

SUPPLY STRUCTURE

• Introduction to companies producing organic foods and beverages
• Figure 16: Manufacturer sales of organic foods and beverages in the U.S., 2001 & 2003
• Organic dairy products
• Figure 17: Manufacturer sales of organic dairy products in the U.S., 2001 & 2003
• Organic beverages
• Figure 18: Manufacturer sales of organic beverages in the U.S., 2001 & 2003
• Organic grain-based foods
• Figure 19: Manufacturer sales of organic grain-based foods in the U.S., 2001 & 2003
• Organic prepared and packaged foods
• Figure 20: Manufacturer sales of organic prepared and packaged foods in the U.S., 2001 & 2003
• Organic snacks, desserts, and confectionery
• Figure 21: Manufacturer sales of organic snacks, desserts, and confectionery in the U.S., 2001 & 2003
• Other organic foods
• Figure 22: Manufacturer sales of other organic foods in the U.S., 2001 & 2003
• Major manufacturers
• White Wave
• Horizon
• Earthbound Farm
• Stonyfield Farms
• Organic Valley
• Amy's Kitchen

ADVERTISING & PROMOTION

• White Wave
• Horizon
• Stonyfield Farms
• Organic Valley

RETAIL DISTRIBUTION

• Introduction
• Figure 23: U.S. retail sales of organic foods and beverages, by channel, 2002-2004
• Mainstream channels (food, drug, mass merchandisers)
• Figure 24: U.S. mainstream channel sales of organic foods and beverages, at current and constant prices, 2001-2004
• Supermarket operating data
• Figure 25: Top supermarket operating statistics, latest fiscal year-end
• Figure 26: Percentage change from latest fiscal year-end versus year prior
• Natural food stores (chains)
• Figure 27: U.S. natural food channel sales of organic foods and beverages, at current and constant prices, 2001-2004
• Natural food store (chains) operating data
• Figure 28: Top organic grocer operating statistics, latest fiscal year-end
• Figure 29: Percentage change from latest fiscal year-end versus year prior

THE CONSUMER

• Introduction
• Demographics of organic food and beverage purchasers
• Figure 30: Purchasers of organic foods and beverages in past year, February 2002 and July 2004
• Figure 31: Demographic penetration of organic food and beverage purchasers, February 2002 and July 2004
• Frequency of purchase of organic foods
• Figure 32: Frequency of purchase of organic foods, February 2002 and July 2004
• Figure 33: Frequency of purchase of organic foods, by age, February 2002 and July 2004
• Figure 34: Frequency of purchase of organic foods, by household income, February 2002 and July 2004
• Figure 35: Frequency of purchase of organic foods, by region, February 2002 and July 2004
• Level of concern about food safety
• Figure 36: Level of concern about food safety, February 2002 and July 2004
• Figure 37: Level of concern about food safety, by gender, February 2002 and July 2004
• Figure 38: Level of concern about food safety, by age, February 2002 and July 2004
• Genetically modified foods
• Figure 39: Profile of respondents concerned about genetically modified foods, February 2002 and July 2004
• Shopping venues for organic food purchasers
• Figure 40: Purchase venues for organic foods, July 2004
• Figure 41: Purchase venues for organic foods, by gender, July 2004
• Summary

FUTURE & FORECAST

FUTURE TRENDS

• Food fears, health concerns will continue to drive the market
• Price not as big an issue as more store brand organic products appear
• Is there enough organic farmland, and for products at what price?

MARKET FORECAST

• Organic food and beverages
• Figure 42: Forecast of U.S. sales of organic food and beverages, at current and constant prices, 2004-2009
• Graph 2: U.S. sales of organic food and beverages, 2001-2004, and forecast, 2005-2009
• Forecast factors

APPENDIX: TRADE ASSOCIATIONS

APPENDIX: NEW PRODUCT DEVELOPMENTS

CATEGORY REVIEW

• Figure 43: New product introductions of organic food and beverages, by category, 2001-2004

NEW PRODUCT BRIEFS

• ShopRite: Organic Soy Milk
• Domino Foods: Certified Organic Sugar
• Nature's Path Foods: Organic FlaxPlus Raisin Bran Cereal
• Imagine Foods: Soy Dream Chocolate Fudge Brownie Non-Dairy Frozen Dessert
• Sweet Leaf Tea: Sweet Leaf Tea
• Kraft Foods: Oscar Mayer Lunchables
• Trader Joe's: Organic Garbanzo Beans
• Woodstock Farms: Organic Green Peas
• Hain-Celestial Group: Earth's Best Tots Organic Crunchin' Blocks
• Clif Bar: Organic Energy Bar

APPENDIX: RESEARCH METHODOLOGY

• Consumer Research
• Sampling & Weighting
• Presentation & Definition
• Further Analysis
• Trade Research
• Informal trade research
• Formal trade research
• Desk & Internet Research
• Sources
• SPINS
• Definitions
• Forecasts

APPENDIX: WHAT IS MINTEL?

• Mintel Publications
• Mintel Services
• Product retrieval
• Retail audits
• Tailored research
• Global New Products Database
• Research Support/Consultancy/MIC
• The Mintel Information Centre (MiC)
• PR Research