自然及びオーガニック飲食品業界の動向：現在及び将来における、製造、マーケティング、小売、及び消費者の利用パターン

Abstract

The growing understanding of the connection between diet and health-especially in a country with a rapidly growing 55-plus population that wants to stay healthy and active-has made natural and organic products the most dynamic area of the food retailing business. This Packaged Facts report examines this and other factors in the sustained double-digit growth of this now $25-billion-plus market, including the intense competition within and between retail channels, as mainstream supermarkets are pressed by large specialists such as Whole Foods Market on one side, and by Wal-Mart supercenters on the other; the absorption of natural/organics into the mainstream as major marketers and investment firms buy up natural/organic specialists; and the competition between mainstream players and specialists who prefer to stay independent, as well as between branded products and higher-margin private-label goods. The report also explores the convergence of other key product trends-including functional foods, weight loss, gourmet, and convenience-with natural/organic, underscoring key synergies and opportunities.

Report Methodology

The information in Natural and Organic Food and Beverage Industry Trends 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 natural/health retail and products 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

Natural and Organic Food and Beverage Industry Trends 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 Natural and Health Retailers and Products in the U.S offers.

Table of Contents

Chapter 1: Executive Summary

• Scope and Methodology
  • Scope of Report
  • Report Methodology
• Market Overview
  • Market Size and Growth
  • Figure 1-1: Share of U.S. Retail Sales of Organic Foods and Beverages by Product Category, 2005 (percent) Mainstream Supermarkets Lead Retail Channels in Organic Sales
  • Not Just a Fad
  • Natural/Organic Market to Reach $46.1 Billion in 2010
  • Most Mass-Market Brand Shares Still Under 2 Points
  • Natural/Organic Brands Outperform Their Categories
  • Organic Products Outperform Natural Ones
  • Higher Levels of Education and Income Characterize Consumers
• The Retail Arena
  • Retail Competition Driving Market Growth
  • Big Three's Growth Explosion Begins in 1990s
  • Whole Foods Brings "Supernaturals" Format to Fruition
  • Mainstream Supermarkets Taking Up the Challenge
  • Opportunities in Store Brands
  • The Foodservice Connection
• The Producer/Marketer Arena
  • Mainstream Moves to Incorporate Natural/Organics
  • Global Marketers, Investors Now Control Most Natural/Organic Leaders
  • Big Money Influx Is Altering Market
  • Mainstream Marketers Entering Natural/Organic Arena
  • Foodservice Side Emphasizing Flavor, Origins
• New Product Trends in Natural/Organics
  • Organic Linked to Weight, Heart Health Concerns
  • Figure 1-2: Selected High-Growth Package Tags on Organic Food & Beverage New Product Introductions, 1996 vs. 2005
• Looking Ahead
  • Trends and Opportunities

Chapter 2: Market Overview

• Introduction
  • Definition of "Natural"
  • "Natural Beef" Benefits from Definition
  • Definition of "Organic"
  • Different Degrees of Organic
  • Sales of Organics Are Easier to Track
  • Organic Sales Reflect Attitudes Toward Health, Social Issues
  • "Organic" Exposes Lack of Definition for "Natural"
• Market Trends
  • Market Size and Growth
  • Table 2-1: U.S. Retail Sales of Natural and Organic Foods and Beverages, 2002-2005 (in billions of dollars)
  • Produce Is Largest Organic Category
  • Figure 2-1: Share of U.S. Retail Sales of Organic Foods and Beverages by Product Category, 2005 (percent)
  • Produce Is Also Most Often Purchased Category
  • Mainstream Supermarkets Lead Retail Channels in Organic Sales
  • Figure 2-2: Share of U.S. Retail Sales of Organic Foods and Beverages by Channel, 2005 (percent)
  • Health Product Shoppers Rate the Channels
• Market Outlook
  • Not Just a Fad
  • Organics' Greatest Growth Is Yet to Come
  • Organics Just Beginning to Take Hold in U.S.
  • Few Introductions as Yet from Major Marketers
  • Consumer Survey Findings Augur Well for Organics
  • Limiting Factors: Price and Supply
  • Organic Acreage Growing, But Not Fast Enough
  • Supply Expected to Catch Up with Demand
  • Controversy Over Standards
  • Alarm Over Changes to Organic Standards
  • Lower Standards Favor Large Marketers
  • Organics Has Dedicated Constituency
  • Natural/Organic Market to Reach $46.1 Billion in 2010
  • Table 2-2: Projected U.S. Retail Sales of Natural and Organic Foods and Beverages, 2005-2010 (in billions of dollars)
• Leading Marketers and Brands
  • Methodology: Estimates Based on IRI Three-Channel Data
  • Most Brand Shares by Category Still Under 2 Points
  • Earthbound Farm Is Standout in Produce
  • Dairy Is Second Strongest Department
  • Natural/Organic Brands Far Outperform Their Categories
  • Figure 2-3: Cold Cereal: Mass-Market Sales Growth of Organic Brands vs. Conventional Brands, Private-Label, and Overall Category, 2004-2005 (percentage change)
  • Amy's Kitchen Is Standout in Frozen Foods
  • Three Natural/Organic Brands Stir Soup Category
  • Healthful Image Helps Snack Brands
  • Dakota Growers Paces Spaghetti/Macaroni/Pasta Category
  • Organic Products Outperform Natural Ones
  • Newer Natural/Organic Entries Take Sales from Older Ones
  • Meat Category Still Small, Especially at Mass
  • Organic Brands vs. Conventional Brands
  • Methodology and Data Limitations
  • Organic Brands Breakfast on Conventional Rivals
  • Organic Brands Outshine Competition in Milk Category
  • Figure 2-4: Refrigerated Whole Milk: Mass-Market Sales Growth of Organic Brands vs. Conventional Brands, Private-Label, and Overall Category, 2004-2005 (percentage change)
  • Organics Also Lead the Way in Yogurt Category
  • Figure 2-5: Refrigerated Yogurt: Mass-Market Sales Growth of Organic Brands vs. Conventional Brands, Private-Label, and Overall Category, 2004-2005 (percentage change)
  • Table 2-3: Top-Selling Natural/Organic Brands in the Mass Market: By Product Segment, 2005 (in millions of dollars)
  • Table 2-4: Cold Cereal: Mass-Market Sales Growth of Organic vs. Conventional Brands Since 2001 (in thousands of dollars)
  • Table 2-5: Milk: Mass-Market Sales Growth of Organic versus Conventional Brands Since 2001 (in thousands of dollars)
  • Table 2-6: Yogurt: Mass-Market Sales Growth of Organic vs. Conventional Brands Since 2001 (in thousands of dollars)
• Consumer Trends
  • Reasons for Buying Organic Foods
  • The Taste Factor
  • The Simmons Consumer Survey
  • Higher Levels of Education and Income Characterize Consumers
  • Asian-Americans Skew High for Natural/Organic Foods
  • Figure 2-6: Racial/Ethic Indices for Patrons of Whole Foods Market or Trader Joe's, 2005 (U.S. adults)
  • Older Shoppers, Women, Small Households Also Indicated
  • Table 2-7: Demographic Overview for Patrons of Whole Foods Market or Trader Joe's, 2005 (U.S. adults)

Chapter 3: The Retail Arena

• Overview
  • Retail Competition Driving Market Growth
  • Counter-Culture Origins
  • Enter the "Supernaturals"
  • Big Three's Growth Explosion Begins in 1990s
  • Whole Foods Brings "Supernaturals" Format to Fruition
• Retailer Profile: Whole Foods Market
  • Overview
  • Bigger Stores
  • A Fierce Competitor
  • Whole Foods Eyes European Market
  • A $12 Billion Sales Goal for 2010
  • From Whole Foods to Whole Lifestyle
  • Company Works to Improve Quality of Life for Farm Animals
  • Commitment to Renewable Energy, Recycling
  • Wall Street Bullish on Whole Foods
• Retailer Profile: Trader Joe's
  • Overview
  • Emphasis on Unusual Items at Low Prices
  • Parent Company Aldi Is International Giant
  • From Convenience Store to Gourmet and Health Foods
  • Big Expansion Comes in Wake of "Supernaturals"
  • Pressure to Sell Only Cage-Free Eggs
  • Larger Aldi Sister Chain Also Growing Rapidly
• Retailer Profile: Wild Oats Markets
  • Overview
  • To Health Foods Via Convenience Stores
  • Responding Aggressively to Whole Foods
  • Downturn Leads to Management Change
  • Wild Oats Seeks to Grow Private Labels
  • Strength in Supplements, Personal Care
  • Partners with Major Mainstream Supermarket
  • More Mainstream Fare; Cage-Free Eggs Only
• Emerging Supernaturals
  • Overview
  • Earth Fare
  • Strong Nutrition & Body Care Department
  • Sprouts Farmers Market
  • Produce Is Forte
  • Sunflower Market
  • Vitamin Cottage Natural Food Markets
• Mainstream Supermarkets
  • Taking Up the Challenge
  • Opportunity Is Too Good to Miss
  • Supermarkets Growing Natural/Organic Market Share
  • Keeping Prices in Line on Basic Items
  • Case Study: Safeway
  • Dominating the Middle Ground
  • Creating Proprietary Power Brands
  • Albertson's, A&P Bulk Up on Natural/Organics
  • Merchandising Natural/Organics in Mainstream Supermarkets
  • The Case for Store-within-a-Store Merchandising
  • Integrated Merchandising Wins New Customers
  • The Blended Approach
  • Supermarkets Create Own Natural/Organic Formats
  • H.E. Butt's Central Market Goes Head-to-Head with Whole Foods
  • Publix to Launch GreenWise Market
  • Bashas' Battles Supernaturals with Ike's Farmers' Market
  • Albertson's Bristol Farms Buys Lazy Acres
  • SuperValu's Sunflower Market Bears Resemblance to Trader Joe's
• Opportunities in Store Brands
  • Lack of National Brands Creates an Opening
  • H.E. Butt Brings Central Market Brand to Mainstream Stores
  • Early Commitment to Natural/Organics Boosts Harris Teeter
  • SuperValu Expanding with Nature's Best
  • Other Mainstream Chains Also Active
• The Foodservice Connection
  • The Dining/Food Shopping Dynamic Duo
  • Organic Items on the Rise in Restaurants
  • Supernaturals Entering Restaurant Business
  • Wild Oats Recruiting from Foodservice
  • Gourmet Supermarkets Also Reap Benefits of Converging Trends

Chapter 4: The Producer/Marketer Arena

• Competitive Trends and Case Histories
  • Mainstream Moves to Incorporate Natural/Organics
  • Table 4-1: Changing Ownership in Leading U.S. Natural/Organic Brands
  • Factory Farms Dominate Organic Produce
  • Global Marketers, Investors Now Control Most Natural/Organic Leaders
  • Only CROPP Solely Owned by Organic Farmers
  • Big Money Influx Is Altering Market
  • Market Transformation Begins with Whole Foods' IPO
  • Hain Celestial Becomes Natural Foods Conglomerate
  • Venture Capital Migrates to Natural/Organic Market
  • Charterhouse Putting Together National Baked Goods Player
  • Solera Capital Assembles Homegrown Naturals Holding Company
  • American Capital Strategies Buys Stake in nSpired Natural Foods
  • Investor-Driven Consolidation in Meat Sector
  • Natural/Organic's Boulder Roots and "The Way Things Were"
  • Market Founders Resurface as New Company Leaders
  • Clif Bar Founder Just Says "No"
  • The Case of White Wave
  • Dean's Backing Takes White Wave's Silk to the Top
  • Incompatible Business Models?
  • The Case of Horizon Organic: Going Public to Fund Growth Leads to Takeover
  • Horizon Factory Farms Called into Question RE "Organic"
  • More Bad PR for Horizon
  • Whole Foods as "Whole-Mart"
  • Hain Celestial as Whole Foods' Marketer Counterpart
  • Table 4-2: Hain Celestial Group: Product Categories and Brand Lines, 2006
  • A New Spate of Entrepreneurship
  • The Case of Dakota Beef: Young Entrepreneur Taps into Organics' "Final Frontier"
  • Maximizing Efficiency to Reduce Prices, Increase Profits
  • The Case of Niman Ranch: A Pioneer in Naturally Raised Meat
  • Company Makes Mark in Restaurants
  • Naturally Raised Pork Enjoys Rapid Growth
  • Niman Ranch Helps Hog Farmers Survive
  • The Case of Dagoba Organic Chocolate
  • The Lesson of Gardenburger
  • Familiar Faces Among Today's Entrepreneurs
  • Mainstream Marketers Entering Natural/Organic Arena
  • J&J, Coty Target Natural Personal Care
• The Foodservice Side
  • A Heavy Emphasis on Flavor, Origins
  • Niman Ranch Banking on Better Tasting Pork
  • Bell & Evans Chicken Also Touted as Tastier
  • Green Mountain Coffee's Foodservice Success
  • McDonald's Picks Newman's Own Organics Coffee

Chapter 5: New Product Trends in Natural/Organics

• Rapid Growth in Food and Beverage Introductions
• Figure 5-1: Top Package Tags on Food & Beverage New Product Introductions, 1996 vs. 2005
• Table 5-1: Food & Beverage New Product Selling Points by Selected Package Tags, 1996, 2001-2005
• Growth of Organic Intros Outpaces Market
• Organic Linked to Weight, Heart Health Concerns
• Use of Other Accompanying Health-Related Tags Rises Sharply
• Figure 5-2: Selected High-Growth Package Tags on Organic Food & Beverage New Product Introductions, 1996 vs. 2005
• Private Label Growth
• Table 5-2: Use of Selected Package Tags on New Food and Beverage Products Tagged "Organic": 1996, 2001-2005
• Other Tags Link Organic to Gourmet, Kids, and Convenience
• Organic Products Acquire Gourmet Cachet
• Kids and the Organic Future
• Hain Celestial Focuses on Infants and Toddlers
• Raising Kids Organically
• Cereals Prominent in Kids' Intros
• Healthy Snacks for Kids
• Convenience Remains Essential
• From the Soup Kitchen
• Healthier Image for Frozen Meals
• Non-Allergenic Products-Healthy and Safe
• Saying No to Gluten
• Organics Gets Boost from Functional Foods
• Organic Energy Bars and Drinks Form Subtrend
• Organic Functional Foods Specialist
• Touring the World's Cuisines-Organically
• Cultivating Dairy
• Organic Valley Grows Cheese Line
• Whole Grains Bring Healthier Image to Bread, Cereal, Pasta
• Trend Extends to Granola Bars, Baking Mixes
• Whole Grains and Weight Management
• Fair Trade Carries Clout in Coffee, Tea, and Chocolate Intros
• Tea Category Receptive to Innovation
• Bright Outlook for Dark Chocolate
• Meats: the Final Frontier
• Barbecue Goes Organic
• Major Marketers Add Organic Entries
• Mainstream Supermarkets Create Natural/Organic Brands
• Table 5-3: Safeway's O Organics Brand: New Product Introductions, First-Quarter 2006
• HEB, Wild Oats Continue to Extend Natural/Organic Labels

Chapter 6: Looking Ahead

• Retail Competition, Expansion Will Continue to Drive Market
• The Wal-Mart Effect
• Private-Label and Price Pressure
• Additional Mergers and Acquisitions
• Continued Cross-Over by Mainstream Marketers
• Natural/Organics Tapping into Broader Food Trends
• OTA Launches "Go Organic! for Earth Day" Campaign
• Foodservice Helping to Build Organics Constituency
• Organic vs. "Organic. Inc."
• Looser Standards for Organics Could Undermine Market
• The OTA Survey: Living Organically in 2025

Appendix: Selected Marketers and Retailers of Natural and Organic Foods and Beverages