米国におけるベビーブーマーと飲食品業界

Abstract

Boomers age 45-54 spend $123 weekly on food, compared with $102 for 25- to 34-year-olds and $75 for 65- to 74-year-olds. Moreover, over 10 million boomer households allot $125 or more weekly to grocery expenditures alone, while nearly 20 million visit either family or fast-food restaurants 6 or more times monthly. Tracking this all-important consumer contingent, Baby Boomers and the U.S. Food Market, an all-new report from Packaged Facts, analyzes boomer attitudes, preferences, and purchasing behaviors in light of five key packaged food and foodservice trends: health, convenience, ethnic, gourmet, and natural/organic. In doing so, this data-rich report tabulates and examines baby boomer variations by age segment, gender, race/ethnicity, marketing region, and socio-economic factors.

Report Methodology

The information in Baby Boomers and the U.S. Food Market 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 Datamonitor. Consumer behavior patterns and data were derived from Simmons Market Research Bureau's National Consumer Survey for Spring 2005.

What You'll Get in this Report

Baby Boomers and the U.S. Food Market 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 Baby Boomers and the U.S. Food Market offers. The report addresses the following segments:

• Health Foods
• Convenience Foods
• Ethnic Foods
• Gourmet Foods
• Natural/Organic Foods

Plus, you'll 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 food industry, 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 and the trends that affect them, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the weight loss consumer based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for weight loss foods and beverages.
• Research and development professionals stay on top of competitor initiatives and explore demand for weight loss foods and beverages.
• 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 Overview

• Scope and Methodology
• Scope of Report
• Report Methodology
• Introduction
  • Boomer Power
  • Hey, Big Food Spender
  • The Kid Factor
  • Figure 1-1: Baby Boomers as Food Consumers by Agreement with Selected Statements, 2004 (U.S. adults age 40-59)
  • The Empty Nest Factor
  • The Boomer Food Recipe for Aging Gracefully--Health Plus Convenience
  • Table 1-1a: Consumer Populations for Average Weekly Household Grocery Expenditure Levels by Age Bracket, 2005 (U.S. adults)
  • Table 1-1b: Percentages for Average Weekly Household Grocery Expenditure Levels by Age Bracket, 2005 (U.S. adults)
  • Table 1-1c: Indexes for Average Weekly Household Grocery Expenditure Levels by Age Bracket, 2005 (U.S. adults)
  • Table 1-2: Demographics for Baby Boomers with Average Weekly Household Grocery Expenditures of $81 or More, 2005 (U.S. adults age 40-59)
  • Table 1-3: Demographics for Baby Boomer Households with Average Weekly Grocery Expenditures of $81 or More, 2005 (U.S. households with adults age 40-59)
  • Table 1-4: Percentages and Indexes Among Baby Boomers for Selected Attitudes About Food: By Average Weekly Household Grocery Expenditure Levels, 2005 (U.S. adults age 40-59)
• Boomers and Health Foods & Beverages
  • Healthy Foods and Healthy Eating
  • Figure 1-2: Baby Boomers as Consumers of Healthy Foods by Agreement with Selected Statements, 2004 (U.S. adults)
  • What Do Boomers Really Want?
• Boomers and Natural/Organic Foods & Beverages
  • In Search of Efficient Foods
  • 30% of Fortysomethings Use Natural/Organic Foods
  • The Boomer Shopper for Natural/Organic Foods
• Boomers and Gourmet Foods & Beverages
  • Boomer Gourmet Demographics
• Boomers and Ethnic Foods & Beverages
  • Sophisticated Palates
  • More Authentic Options
• Boomers and Convenience Foods & Beverages
  • Boomer Attitudes: Time-Influenced Food Choices Vary by Segment
  • Multitasking Convenience, Health, Variety, and Lifestyle

Chapter 2: Boomers and Health Foods & Beverages

• Eating for Health
• What's In It for Me?
• Boomer Attitudes About Healthy Foods and Healthy Eating
• Figure 2-1: Baby Boomers as Consumers of Healthy Foods by Agreement with Selected Statements, 2004 (U.S. adults)
• What's Health Food Now?
• Getting Down and Getting Functional
• The Two Biggies: Antioxidants and Omega Oils
• Antioxidants: Anti-Aging and More
• Free Radicals: 35 Years Later, They're a Bad Thing on Campus
• Blueberries: Frozen, Dried, Canned
• Dark Chocolate: Can a Bon-Bon a Day Keep the Doctor Away?
• Repositioning Chocolate for Health
• Whole Chocolate
• Flavonoids Go Functional
• A Wellness Delivery System
• Coffee, Tea, Mat・ and Boomers
• Coffee
• Tea: Steeped in Antioxidants
• Mat・ The New Kick in Town
• Omega-3 Fatty Acids: Essential for Health
• But It's Fish
• Fish vs. Flax
• What Do Boomers Really Want?
• Cereality: It's All About Heart and Bowls
• Yogurt on Sterols: "Oh Joy!"
• Boomer Beverages: An Exploding Taste-O-Rama
• SoBe It
• Nutrisoda: It's Nutri-licious
• Peter Pan-Dering: Can't Buy Me Youth, So Youthful Will Have to Do
• The Ultimate Convergence: Do You Drink It, or Bathe in It?
• The Future of Boomer-Healthy Foods and Beverages
• Table 2-1: U.S. Adults as Consumers of Health Foods by Attitude/Opinion, 2004 (U.S. adults)
• Table 2-2: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: I Work at Eating a Well-Balanced Diet, 2004 (U.S. adults age 40-59)
• Table 2-3: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: I Try to Eat Healthier Food These Days, 2004 (U.S. adults age 40-59)
• Table 2-4: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: I Like to Know About Ingredients Before Buying Food, 2004 (U.S. adults age 40-59)
• Table 2-5: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: Nutritional Value Is Most Important in the Food I Eat, 2004 (U.S. adults age 40-59)
• Table 2-6: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: I Consider My Diet to Be Very Healthy, 2004 (U.S. adults age 40-59)
• Table 2-7: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: I'm Usually Quick to Try New Nutritional Products, 2004 (U.S. adults age 40-59)
• Table 2-8: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: I'm Usually the First to Try New Health Foods, 2004 (U.S. adults age 40-59)
• Table 2-9: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: I Like the Trend Towards Healthier Fast Food, 2004 (U.S. adults age 40-59)

Chapter 3: Boomers and Natural/Organic Foods & Beverages

• Introduction
• In Search of Efficient Foods
• The Organic Boom
• Organic Certification
• Four Degrees of Organic
• Natural vs. Organic
• 30% of Fortysomethings Use Natural/Organic Foods
• Figure 3-1: Use of Natural/Organic Foods or Beverages by Age Bracket, 2004 (U.S. adults)
• The Boomer Shopper for Natural/Organic Foods
• New Ethnic Diversity
• New Socio-Economic Diversity
• Organics Each Day Keep Doctor Bills Away
• Boomer Parents Invest in Babies' Future
• Consumers Are Vegetarian, Alternative, and Environmental
• Consumers Are Health- and Information-Oriented
• Consumers Are Culture Vultures and Trend Surfers
• Grab It--It's Organic
• Organic Cereals, Breads, and Grains Are on the Rise
• Demand for Organic Dairy Outstrips Supply
• Non-Dairy Is the New Dairy
• Organic Meat and Poultry Grows by Leaps and Bounds--Not Hormones
• Packaged Meals Make "Natural" Crossovers
• It Can't Be Junk If It's Organic
• Websites Stress Community, Education, Values
• Websites Position Organics as a Lifestyle Choice
• Educational Websites Boost Organic Commerce
• Looking Ahead: Boomers and Organic/Natural Foods and Beverages
• Table 3-1: Baby Boomers as Consumers of Natural/Organic Foods or Beverages, 2004 (U.S. adults age 40-59)
• Table 3-2: Baby Boomers as Consumers of Natural/Organic Foods, 2004 (U.S. adults age 40-59)
• Table 3-3: Baby Boomers as Consumers of Gourmet Foods: Newman's Own, 2004 (U.S. adults age 40-59)
• Table 3-4: Baby Boomers as Consumers of Natural/Organic Foods: Veggie Burger/Meat Alternatives, 2004 (U.S. adults age 40-59)
• Table 3-5: Baby Boomers as Consumers of Natural/Organic Beverages, 2004 (U.S. adults age 40-59)
• Table 3-6: Baby Boomers as Consumers of Natural/Organic Beverages: Soy Milk, 2004 (U.S. adults age 40-59)
• Table 3-7: Selected Attitudes and Behaviors Among Baby Boomers Who Use Natural/Organic Foods or Beverages, 2004 (U.S. adults age 40-59)

Chapter 4: Boomers and Gourmet Foods & Beverages

• Introduction
• Gourmet Comes of Age
• Gourmet Today
• The Boomer Consumer of Gourmet Foods
• Figure 4-1: The Epicurean Baby Boomer by Age Segment, 2004 (percent) Specific Products Draw Specific Boomer Segments
• How to Bring Gourmet to the Shelves, and Into the Homes?
• Doors Open in the Deli
• Education, Sampling Create a Taste for the Best
• Diva Delectables: Focus on Fabulous, Fruity, Festive, Fast
• Made in Napa Valley: Casual Elegance, Lovingly Prepared
• Fisher & Wieser: Gourmet on the Range
• Gil's Gourmet: Regional Bounty, Small Scale
• Hors D' Oeuvres Transition to Every Meal Occasion
• Foie Gras and Caviar: Gourmet Archetypes
• In the Beginning, There Was Liver
• French Foie Gras: The Imported Version
• Domestic Foie Gras: Increasing Availability
• Caviar and Gourmet Fish Products
• Domestic Caviar: It's Happening in California
• Smoked Fish Grows Up
• Gourmet Cheeses and Meats: As Upscale as You Want to Be
• Breads and Crackers: The Staff of the Good Life
• Frozen Elegance: Tiny Entrees Hot Off the Tray
• Chocolate Gallops from Dessert to Breakfast
• The Future of Boomer-Targeted Gourmet Foods
• Table 4-1: Baby Boomers and Gourmet Food, 2004 (U.S. adults age 40-59)
• Table 4-2: Baby Boomers and Food as Art, 2004 (U.S. adults age 40-59)
• Table 4-3: Baby Boomers as Consumers of Gourmet Foods: Grey Poupon Mustard, 2004 (U.S. adults age 40-59)
• Table 4-4: Baby Boomers as Consumers of Gourmet Foods: Lea & Perrins Sauce, 2004 (U.S. adults age 40-59)
• Table 4-5: Baby Boomers as Consumers of Ethnic Foods: Tabasco Sauce, 2004 (U.S. adults age 40-59)
• Table 4-6: Baby Boomers as Consumers of Gourmet Foods: Feta Cheese, 2004 (U.S. adults age 40-59)
• Table 4-7: Baby Boomers as Consumers of Gourmet Foods: Pepperidge Farm Breads, 2004 (U.S. adults age 40-59)
• Table 4-8: Baby Boomers as Consumers of Gourmet Foods: Oroweat Bread, 2004 (U.S. adults age 40-59)
• Table 4-9: Baby Boomers as Consumers of Ethnic Foods: Fresh Bagels, 2004 (U.S. adults age 40-59)
• Table 4-10: Baby Boomers as Consumers of Gourmet Foods: Ghirardelli Chocolate Chips, 2004 (U.S. adults age 40-59)
• Table 4-11: Baby Boomers as Consumers of Gourmet Foods: Ben & Jerry's Ice Cream, 2004 (U.S. adults age 40-59)
• Table 4-12: Baby Boomers as Consumers of Gourmet Foods: Starbucks Packaged Coffee, 2004 (U.S. adults age 40-59)
• Table 4-13: Baby Boomers as Consumers of Gourmet Foods: Bigelow Tea, 2004 (U.S. adults age 40-59)

Chapter 5: Boomers and Ethnic Foods & Beverages

• American Ethnic--A Contradiction in Terms?
• Sophisticated Palates: New, Please
• Figure 5-1: Baby Boomers as Consumers of Ethnic Foods by Agreement with Statement: I Enjoy Eating Foreign Foods, 2004 (U.S. adults)
• Figure 5-2: Baby Boomers as Consumers of Ethnic Foods by Agreement with Statement: I Prefer Foods Cooked with Lots of Spices, 2004 (U.S. adults)
• More Authentic International Options: Now, Please
• Around the World Flavor, Close to Home
• Entrenched Ethnic Builds Upon Familiar Foundation
• Exploration and Fusion
• Restaurant Dining Predicts At-Home Preferences
• Fast Casual: A Ticket to New Tastes
• From Foreign Shores to Domestic Bliss
• Emerging Ethnic Stokes Boomers' Appetite for Adventure
• The Deeper the Pockets, the Braver the Taste Buds
• Sauces and Condiments Go Over the Top
• Dip, Drizzle, and Dunk--It's Far Out, and Good for You, Too
• Mexico's Appeal Inspires Boomers' Hispanic Quest
• Mexican All Over Again--A Sure Bet for Boomers
• Mexican Morphs--Shifting Demographics, Emerging Tastes
• Mexican Options Have Crossover Appeal
• Goya Foods: Keeping it Real
• Private Label Hopes to Woo Latinos
• Boomers Embark on a Sunny Mediterranean Adventure
• Italian Love Affair Inspires Taste for Bolder, Fresher Fare
• Mediterranean Lifestyle Restores Slimness, Vigor, Youth
• Olive Oil: The Ambassador for Healthful Fats
• Sprinkle, Spread, Toss: Bold Flavors, Simple Techniques
• The Asian Arena
• Kikkoman Goes Pan Asian
• Boomers Push Off on Whirlwind Asian Tour
• "Take Out" from the Supermarket
• Building the Future of Ethnic Brands
• Table 5-1: Baby Boomers as Consumers of Foreign Foods (U.S. adults age 40-59)
• Table 5-2: Baby Boomers as Consumers of Spicy Foods (U.S. adults age 40-59)
• Table 5-3: Baby Boomers as Consumers of Ethnic Foods: Packaged Mexican Foods and Ingredients, 2004 (U.S. adults age 40-59)
• Table 5-4: Baby Boomers as Consumers of Gourmet Foods: Mexican Peppers, 2004 (U.S. adults age 40-59)
• Table 5-5: Baby Boomers as Consumers of Ethnic Foods: Salsa, 2004 (U.S. adults age 40-59)
• Table 5-6: Baby Boomers as Consumers of Ethnic Foods: Old El Paso Mexican Foods, 2004 (U.S. adults age 40-59)
• Table 5-7: Baby Boomers as Consumers of Ethnic Foods: Ortega Mexican Foods, 2004 (U.S. adults age 40-59)
• Table 5-8: Baby Boomers as Consumers of Ethnic Foods: Pace Mexican Foods, 2004 (U.S. adults age 40-59)
• Table 5-9: Baby Boomers as Consumers of Ethnic Foods: Goya Products, 2004 (U.S. adults age 40-59)
• Table 5-10: Baby Boomers as Consumers of Ethnic Foods: Rosarita Mexican Foods, 2004 (U.S. adults age 40-59)
• Table 5-11: Baby Boomers as Consumers of Ethnic Foods: Contadina Canned Tomatoes. Tomato Sauce, or Tomato Paste, 2004 (U.S. adults age 40-59)
• Table 5-12: Baby Boomers as Consumers of Ethnic Foods: Classico Pasta Sauce, 2004 (U.S. adults age 40-59)
• Table 5-13: Baby Boomers as Consumers of Ethnic Foods: Olive Oil (U.S. adults age 40-59)
• Table 5-14: Baby Boomers as Consumers of Ethnic Foods: Bertolli Olive Oil, 2004 (U.S. adults age 40-59)
• Table 5-15: Baby Boomers as Consumers of Ethnic Foods: Soy/Teriyaki Sauce (U.S. adults age 40-59)
• Table 5-16: Baby Boomers as Consumers of Ethnic Foods: Kikkoman Sauce, 2004 (U.S. adults age 40-59)

Chapter 6: Boomers and Convenience Foods & Beverages

• Shifting Household Demographics Favor On-the-Go Foods
• Too Little Time
• Multitasking Convenience, Health, Variety, and Lifestyle
• Boomer Attitudes About Convenience Foods: Time-Influenced Food Choices Vary by Segment
• Figure 6-1: Baby Boomers as Consumers of Convenience Foods by Agreement with Selected Statements, 2004 (U.S. adults age 40-59)
• What Fast Food Has Been
• Where Fast Food Is Going, Fast
• Convenience Foods Cross New Channels
• Delis Make Their Play
• Convenient Meals from Store to Oven to Table
• Frozen Entrees: Balancing Convenience and Health with Value
• Store Made, Pre-Cooked Meals Focus on Fresh, Seasonal
• Meal Kits, Mixes, and More
• Convenience in Snacking
• The Future of Boomer-Targeted Convenience Foods
• Table 6-1: Baby Boomers as Consumers of Convenience Foods by Agreement with Statement: Easy-to-Prepare Foods Are My Favorite, 2004 (U.S. adults age 40-59)
• Table 6-2: Baby Boomers as Consumers of Convenience Foods by Agreement with Statement: I Often Eat Frozen Dinners, 2004 (U.S. adults age 40-59)
• Table 6-3: Baby Boomers as Consumers of Convenience Foods by Agreement with Statement: I Often Eat Store-Made, Pre-Cooked Meals, 2004 (U.S. adults age 40-59)
• Table 6-4: Baby Boomers as Consumers of Convenience Foods by Agreement with Statement: Fast Food Fits My Busy Lifestyle, 2004 (U.S. adults age 40-59)
• Table 6-5: Baby Boomers as Consumers of Convenience Foods by Agreement with Statement: Don't Have Time to Prepare/Eat a Healthy Meal, 2004 (U.S. adults age 40-59)

Appendix: Addresses of Selected Marketers