市場調査報告書：非伝統的食品の小売業：米国

Abstract

This report offers a comprehensive analysis of non-traditional food retailing in the U.S. and addresses a variety of questions, including: What types of foods do consumers purchase in non-food channels? How are foods marketed within channels that don' t specialize in food and beverage? Which brands are represented and where? Where are consumers most likely to make non-traditional food purchases? What demographic groups are most likely to buy non-traditional food? For the purposes of this report, non-traditional food retailing is defined as the marketing and sales of food products within stores and channels that do not specialize in food and beverage. Segments covered in this report: Snack foods such as popcorn, chips, crackers, candy, cookies, crackers, nuts and nutrition bars Meal components such as pasta, spices, mixes, cheese, sauces, dried beans and rice Specialty foods such as olive oil, specialty vinegars and smoked salmon Packaged coffee and tea that are consumed outside the store This report does not cover ready-to-consume beverages, or food prepared within a store to be eaten on site.

Scope and Themes
What you need to know
Definition
Resources used for The Consumer sections
Abbreviations and terms
Executive Summary
NTFR can be leveraged to build awareness and favorable brand perceptions
Four broad categories comprise the majority of NTFR purchases
Stores that specialize in entertainment products and hardware stores are important NTFR channels
The vast majority of NTFR purchases are unplanned
Under-45s are the most likely purchasers
The need for a gift drives a significant number of NTFR purchases
Recommendations
Category Analysis--What NTFRs are Selling
Summary
Snacks, meal components and specialty foods dominate NTFR
- Figure 1: Incidence of purchase from each NTFR category in the past year, November 2007
The price of NTFR items varies widely, but the average item is near $5
- Figure 2: Graph: Price per food item, November 2007
Channel Analysis--A Look Inside the Stores
Summary
NTFR channel use in previous year
- Figure 3: NTFR purchases in previous year, October 2007
Category use in video store such as Blockbuster or Hollywood Video
- Figure 4: NTFR categories in video stores, October 2007
Hardware store such as Home Depot or Lowe' s
- Figure 5: NTFR categories in hardware stores, October 2007
Bookstore, such as Borders or Barnes & Noble (excluding café purchases)
- Figure 6: NTFR categories in bookstores, October 2007
Office supply store such as Office Max or Office Depot
- Figure 7: NTFR categories in office supply stores, October 2007
Electronics store such as Best Buy
- Figure 8: NTFR categories in office supply stores, October 2007
Wine and spirits stores
- Figure 9: NTFR categories in wine and spirits stores, October 2007
Department store such as Macy' s or Dillard' s
- Figure 10: NTFR categories in department stores, October 2007
Discount clothing store such as TJ Maxx or Marshall' s
- Figure 11: NTFR categories in discount department stores, October 2007
Bedding or bath store such as Bed Bath & Beyond or Linens ' N Things
- Figure 12: NTFR categories in bedding and bath stores, October 2007
Housewares store such as Cost Plus World Market, Pier One, or Sur La Table
- Figure 13: NTFR categories in housewares stores, October 2007
Where, within a store, NTFR is done can have an effect on the probability a consumer will purchase
- Figure 14: Where, within store, NTFR was purchased, October 2007
Most NTFR displays average just a few square feet
- Figure 15: Square feet dedicated to NTFR displays, October 2007
- Figure 16: Approximate percentage of entire store dedicated to NTFR, by type of store, October 2007
The Consumer--Demographic Analysis
Summary
Under-45s more likely to purchase NTFR than over-45s
- Figure 17: Age comparison of NTFR purchase, October 2007
- Figure 18: Significant differences in usage between age groups, October 2007
Men purchase NTFR products with greater frequency
- Figure 19: Number of NTFR purchases in previous six months, by gender, October 2007
Households with children are more likely to report NTFR purchases
- Figure 20: Significant differences in usage between households with/without children, October 2007
Students over 18 are more likely to purchase NTFR products than those who are not students
- Figure 21: Significant differences in usage between students and non-students, October 2007
The Consumer--Factors that Drive NTFR Usage
Summary
NTFR purchases are the definition of "impulse buying"
- Figure 22: Impulse vs. planned NTFR purchase, October 2007
- Figure 23: Targeted vs. general family NTFR purchase, October 2007
Foods displayed with dishware or kitchen appliances don' t drive a lot of sales, but have another purpose
- Figure 24: Type of NTFR display from which food was most recently purchased, October 2007
The need for a gift drives some NTFR purchases
- Figure 25: Reason for NTFR purchase, October 2007
Appendix: Stores Audited
- Figure 26: Appendix: List of 60 NTFRs visited, November 2007
Appendix: NTFR Manufacturers and Distributors
- Figure 27: Appendix: List of manufacturers and distributors from visit of 60 NTFRs, November 2007

米国における非伝統的食品の小売業

Non-traditional Food Retailing - US - November 2007

Abstract

Table of Contents