女性向け飲食品の米国市場

Abstract

Womens health is the buzz word among food and beverage marketers. And why not? There are more women in the world and more older women, older women who are attempting to defy the aging process. Many younger women are also taking a jump start on health and wellness initiatives, and are turning to foods and beverages to assist with their efforts. This report delves into the growing market of foods and beverages formulated to meet the needs of todays women. The market is composed of three segments: 1) Products specifically stated as being "for women;" 2) Products formulated to target women, without directly saying so on labels; and 3) Products that contain ingredients that appeal to women, without any gender-specific marketing.

Report Methodology

The information in The U.S. Market for Womens Food and Beverages is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Consumer information was derived from Simmons Market Research Bureau, fall 2004 National Consumer Survey.

What Youll Get in this Report

The U.S. Market for Womens Food and Beverages makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Womens Food and Beverages offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
• Retail Strategies
• The Consumer (whos buying what, and where)
• The Products
• Trends and Opportunities
• Plus, youll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report

If your company is already competing in the market for womens label food and beverages, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for products specifically formulated for or targeting women, as well as projected sales and trends through 2009. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for womens foods and beverages based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for womens foods and beverages.
• Research and development professionals stay on top of competitor initiatives and explore demand for food and beverage products targeting women.
• Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Table of Contents

Chapter 1 Executive Summary

• Scope and Methodology
• Report Methodology
• The Products
  • Excluding Calories and More
  • Functional Foods Defined
  • First Segment: For Women Only
  • Second Segment: Formulated for Womens Health
  • Third Segment: Women in Mind
  • Key Nutrients and Ingredients for Womens Products
• Size and Growth of the Market
  • Only First Two Segments Used to Determine Market Size
  • 2004 Retail Sales More Than $4.5 Billion
  • Sales Approach $7.7 Billion by 2009
  • Table 1-1 U.S. Sales of Womens Foods and Beverages, 2000-2009
  • Market Share by Product Category
  • Figure 1-1 Total U.S. Retail Sales of Womens Foods and Beverages:
  • Share of Dollar Sales by Major Food Categories, 2004
  • Womens Foods and Beverages Most Popular on the Coasts
  • Table 1-2 Regional Distribution Indices for Consumption of Womens
  • Foods and Beverages by Product Type, January 2004 - September 2004
• Factors Affecting Market Growth
• The Marketers
  • All Types of Marketers
  • Leading Marketers
  • IRI Data Is Not Available for Most Marketers
• The Retail Environment
  • Distribution and Sales
  • How Women Shop
• The Consumer
  • Todays Consumer
  • How American Women Shop
  • Gender Shopping Differences
  • Women Tend to Perceive Organic Foods as Healthier

Chapter 2 The Products

• Key Points
• Scope of the Report
• Where Is Sales Data Obtained From?
• Products Outside of Scope
• Product Breakouts: Three Primary Segments
• Excluding Calories and More
• Functional Foods Get Defined
• First Segment: For Women Only
• Figure 2-1 Example of a "For Women Only" Product
• Second Segment: Formulated for Womens Health
• Figure 2-2 Example of a "Formulated for Womens Health" Product
• Third Segment: Women in Mind
• Figure 2-3 Example of a "Women in Mind" Product

• What Women Want
  • Ingredients for Heart Health and More
  • Figure 2-4 Example of a "For Women Only" Product
  • Figure 2-5 Example of a "Formulated for Womens Health Product"
  • For Her Body Only, Most of the Time
  • Beauty from the Inside Out
  • Improving Eyesight Through the Diet
  • Hormone Replacement through the Diet Rather than a Pill
  • Key Nutrients and Ingredients
  • Table 2-1 Food Components and Ingredients that Might Benefit Women
  • Women and Chocolate
• Government Regulations
  • Labeling Overview
  • Products that Are Exempt
  • Country of Origin
  • Trans Fats Are a New Addition
  • A Variety of Possible Claims
  • Types of Health Claims
  • Health Claims that Meet Significant Scientific Agreement
  • Qualified Health Claims
  • Structure/Function and Dietary Guidance Claims
  • Nutrient Content Claims
  • Allergen Issues

Chapter 3 The Market

• Key Points
• Methodology for Market Estimates
• Only First Two Segments Considered in Market Calculations
• Where the Data Comes From
• 2004 Retail Sales for Total Market Slightly More Than $4.5 Billion
• Table 3-1 Total U.S. Retail Sales of Womens Foods and Beverages, 2000-2004
• Figure 3-1 Total U.S. Retail Sales of Womens Foods and Beverages, 2000-2004
• Which Products Are Responsible for Growth?
• Table 3-2 U.S. Retail Sales of Womens Foods and Beverages by Major Food Categories, 2004
• Sales Projected to Reach $7.7 Billion by 2009
• Table 3-3 Projected Total U.S. Retail Sales of Womens Foods and Beverages, 2004-2009
• Figure 3-2 Projected Total U.S. Retail Sales of Womens Foods and Beverages, 2004-2009
• Why This Market Will Continue to Boom
• But There Will Be Shifts in Share of Market by Product Category
• Table 3-4 Projected U.S. Retail Sales of Womens Foods and Beverages by Major Food Categories, 2004 vs. 2009
• Market Composition
  • Figure 3-3 Total U.S. Retail Sales of Womens Foods and Beverages:
  • Share of Dollar Sales by Primary Category, (percent)
  • Cereal Has Been the Leader
  • Table 3-5 U.S. Retail Sales of Womens Foods and Beverages: Share of Dollar Sales by Major Food Categories, 2004 vs. 2009
  • Figure 3-4 Total U.S. Retail Sales of Womens Foods and Beverages: Share of Dollar Sales by Major Food Categories, 2004 (percent)
  • Figure 3-5 Projected Total U.S. Retail Sales of Womens Foods and Beverages: Share of Dollar Sales by Major Food Categories, 2009
  • Bars Are a Unique Product Category
  • IRI Data Must Be Carefully Analyzed
  • Table 3-6 Mainstream Retail Sales of Select Womens Foods and Beverages by Brand, 2000-2002 (in thousands of dollars)
  • Table 3-6 Mainstream Retail Sales of Select Womens Foods and Beverages by Brand, 2003-2005 (in thousands of dollars)
  • Table 3-6a Mainstream Retail Sales of Select Womens Foods and Beverages by Brand, 2000-2003 (in thousands of dollars)
  • Table 3-6 b Mainstream Retail Sales of Select Womens Foods and Beverages by Brand, 2000-2003 (in thousands of dollars)
  • Table 3-6c Mainstream Retail Sales of Select Womens Foods and Beverages by Brand, 2000-2002 (in thousands of dollars)
  • Health Food and Natural Foods Stores Are Where the Action Is
  • Figure 3-6 Total U.S. Retail Sales of Womens Foods and Beverages: Share of Dollar Sales by Retailer Type, 2004 (percent)
  • Womens Foods and Beverages Most Popular on the Coasts
  • Table 3-7 Regional Distribution Indices for Consumption of Womens Foods and Beverages by Product Type and/or Brand, January 2004 - Sep-04
• Factors to Market Growth
  • Baby Boomers Have Always Sought Alternative Health Solutions
  • Working Moms Need to Eat Well, Too
  • So Much, and She Still Does Most of the Grocery Shopping
  • Women Are More Likely to Buy Foods for Their Needs . . .
  • . . . And Beverages Are Very Convenient
  • Issues Face Both Genders, But Women Buy and Care More
  • The Science of Genomics Proves Women Have Different Needs
  • Competitive Advantages for Marketers
  • Companies Forming to Develop Functional Foods
  • The Role of Ingredient Suppliers and Research & Development
  • Survey Shows Food and Beverage Manufacturers Are Interested
  • Various Media Outlets Raise Womens Health Awareness
  • The Mega Trends of Convenience and Portability

Chapter 4 The Marketers

• Key Points
• Marketer Diversity
  • Who Owns Who?
  • Table 4-1 U.S. Womens Foods and Beverages: Select Marketers by Primary Brand and Product Lines, 2005
  • Table 4-1 [Cont.] U.S. Womens Foods and Beverages: Select Marketers by Primary Brand and Product Lines, 2005
• Competitive Overview
  • IRI Data Is Not Available for Most Marketers
  • A Look in the Past
  • A Similar Situation with YoSelf
  • Whatever Happened to Altus Foods?
  • General Mills Puts an End to Harmony
• Competitive Profile: Clif Bar Inc., Berkeley, California
  • Company Overview
  • Serving the Earth
  • Luna Is Conceived
  • A Philosophy Thats All about Women
  • What is LunaFest?
• Competitive Profile: The Dannon Co., Inc., White Plains, New York
  • Company Overview
  • Daniel Brings Dannon to America
  • Returning to France Brings Changes to U.S. Business
  • Dannon Returns to Groupe Danone
  • Dannon Is a Family Brand
  • Fiber--A Womens Health and Wellness Ingredient
• Competitive Profile: EAS, Inc., Golden, Colorado
  • Company Overview
  • Another One Goes to the Big Guys
  • Products for Moms Who Want it All
• Competitive Profile: Eating for Two, Inc., Pembroke Pines, Florida
  • Company Overview
  • Special Formulation for Moms
  • In the Future
• Competitive Profile: E.B. Botanicals, LLC, Montclair, New Jersey
  • Womens Health by Chocolate
• Competitive Profile: French Meadow Bakery, Minneapolis, Minnesota
  • Company Overview
  • What Makes Bread a Womans Bread?
  • Bread Is Part of Slimming System
  • Small Business Person of the Year
• Competitive Profile: General Mills, Inc., Minneapolis, Minnesota
  • Company Overview
  • A Smoothie Designed for Women for Breakfast
  • Yoplait Helps Consumers Meet Vitamin D Needs
  • New for 2005, Heart Healthy Yogurt
  • Always Committed to Womens Issues
  • And Committed to Shaping Up America
  • The Facts on Cascadian Farm
  • About 8th Continent
  • 8th Continent Soymilks Red Dress for Heart Health
• Competitive Profile: Kellogg Co., Battle Creek, Michigan
  • Company Overview
  • Kellogg, Always the Innovator
  • Special K Must Be for Women--Meet Kay
  • A Bit on Kashi
  • Kashis Products for Women
• Competitive Profile: Natures Path Foods., Inc., Richmond, British Columbia, Canada
  • Company Overview
  • A Company Built On Whole Grains
  • Products Formulated for Womens Health
• Competitive Profile: Nestl・USA, Inc., Glendale, California
  • Company Overview
  • Nestl・Acquires PowerBar
  • Products Formulated for Women
  • Raising Funds for Breast Cancer
• Competitive Profile: Stonyfield Farm, Londonderry, New Hampshire
  • Company Overview
  • Strong Beliefs in Yogurts Benefits and the Environment
  • Deciding to Spend on Advertising
• Competitive Profile: Zoe Foods, Needham, Massachusetts
  • Company Overview
  • Whats in the Name Zoe?

Chapter 5 The Retail Environment

• Key Points
• Distribution Methods
  • Direct Delivery Advantages
  • The Cost of Face-To-Face Business
  • Warehouse Distribution
  • Smaller Marketers Work Through Brokers
  • Electronic Data Aids in Restocking
  • Distribution Is Second Highest Cost Next to Production
• Retail Overview
  • Different Types of Retail Outlets
  • Leading Retail Chains
  • Different Formats Attract Consumers for Their Varied Needs
  • Big Business for Natural Foods Stores
  • Table 5-1 Total U.S. Retail Sales of Womens Foods and Beverages: Dollar Sales by Retailer Type, 2004
  • Slotting Allowances Are Hurting Supermarket Sales
  • Where Should Womens Stuff Be Merchandised?
  • With General Merchandise, Segmentation Is Very Common
  • Women Will Pay a Premium If It Is Worth It
  • Comparing Prices by Retail Venue
  • Table 5-2 U.S. Womens Foods and Beverages: Price by Select Retailer Type, 2005
  • Private Label Really Does Not Exist in This Market . . .Yet

Chapter 6 The Consumer

• Key Points
• Todays Consumer
• How Do U.S. Women Shop for Foods and Beverages?
• Gender Shopping Differences
• The Role of Convenience and Nutrition
• Women and Soy Awareness
• Todays Nutrition Savvy Woman
• So Who Is the Organic Consumer?
• Key Packaged Organic Categories Are Bakery Items, Non-Dairy Beverages, and Dairy Products
• Table 6-1 Categories of Organic Foods Purchases by Those Who Buy Organic
• But Do Consumers Really Know What Organic Means?
• Table 6-2 Consumer Responses About Requirements for Foods to Be Called Organic
• Organic Users Show Greater Understanding
• Figure 6-1 Percent of Consumers Agreeing "Completely/Somewhat"
• That Organic Foods and Beverages . . .
• Organic Industry Must Educate Consumers
• Organic Foods Perceived as Healthier, Particularly by Woman
• Table 6-3 Reasons Why Consumers Choose Organic Foods and Beverages
• 60% of Shoppers Feel Organic Foods Are Healthier
• Another Survey Confirms Perspective that Organic Is Healthier
• Table 6-4 Percent of Consumers Who Agree Organic/Natural Food Is Beneficial
• Education Levels Higher for Organic Shoppers
• As Market Grows, Consumer Profile Changes
• Frequency of Use Increasing
• Demographics of Organic Users and Non-Users
• Table 6-5 Percent of Adult Consumers Who Use or Do Use Organic Foods and Beverages
• Table 6-5 Percent of Adult Consumers Who Use or Do Use Organic Foods and Beverages
• Connecting with Women
  • Communicating the Benefits of Functional Foods
  • Women Are Not a Niche Market; They Are "THE" Market
  • Scrap Former Female Stereotypes
  • Its All in How You Say It
  • Some Tidbits on Women
  • Simmons Consumer Survey
  • Simmons Data on Womens Foods and Beverages
  • Table 6-6 Percent of Females More Than 25 Years Old Who Use Select Products by Type and/or Brand, January 2004 - September 2004
  • Did Packaged Facts Categorize Foods as Womens Accurately?
  • Table 6-7 Percent of Males and Females in the U.S. Adult Population
  • Who Use Select Products by Type and Brand, January 2004 - September 2004 (U.S. Households)
  • Product Purchasing Patterns
  • Patterns by Completed Education and Employment Status
  • Table 6-8 Indices for Use of Select Womens Foods and Beverages by Completed Education and Employment Status, January 2004 - September 2004
  • Patterns by Race/Ethnicity
  • Table 6-9 Indices for Use of Select Womens Foods and Beverages by Race, January 2004 - September 2004
  • Patterns by Household Income
  • Table 6-10 Indices for Use of Select Womens Foods and Beverages by Household Income January 2004 - September 2004
  • Patterns by Household Size, Marital Status, and
  • Presence of Children
  • Table 6-11 Indices for Use of Select Womens Foods and Beverages by Household Size and Marital Status, January 2004 - September 2004
  • Table 6-12 Indices for Use of Select Womens Foods and Beverages by Age of Children in Household (in Years Old), January 2004 - Sep-04