食品飲料・パーソナルケア・家庭用品分野における倫理的製品の市場

Abstract

"Conscientious consumerism" is on the rise as more marketers, retailers, and consumers realize that their actions have ethical, social, and environmental consequences. Consumers increasingly are shopping with their conscience, say experts, who note the rapid growth in sales of organic, local, humane, Fair Trade, and eco-friendly goods. The strong growth of ethical grocery products is all the more significant when contrasted with the relatively flat market for conventional groceries. Yet, critics worry that as "green" becomes mainstream, these products' very popularity and the entry of Big Business are diluting the movement' s original ideals. Conscientious Consumerism and Corporate Responsibility: The Market and Trends for Ethical Products in Food and Beverage, Personal Care and Household Items, an all-new report from Packaged Facts, explores three critical grocery areas: food and beverages, household products, and personal care products. Containing case histories of trend-setting players, from Ben & Jerry' s to The Body Shop (recently acquired by L' Oréal)-from Method Products to Wal-Mart, the report identifies key issues and trends affecting the marketplace. Sales growth is reviewed for the past five years and projected through 2011. Also examined are market size and composition, mergers and acquisitions, marketer and brand growth, government regulations and certifying organizations, new product introductions, retail trends, eco-conscious demographic profiles, and international trends.

The report also takes a look at international trends and the ethical issues that are important to consumers and companies abroad.

The information in Conscientious Consumerism and Corporate Responsibility: The Market and Trends for Ethical Products in Food and Beverage, Personal Care and Household Items 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 beverage 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 information was derived from Simmons Market Research Bureau, spring 2006 National Consumer Survey.

What You' ll Get in this Report

Conscientious Consumerism and Corporate Responsibility: The Market and Trends for Ethical Products in Food and Beverage, Personal Care and Household Items 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 Conscientious Consumerism and Corporate Responsibility: The Market and Trends for Ethical Products in Food and Beverage, Personal Care and Household Items offers. The report addresses the following segments:

• Executive Overview (including market size and composition, and projected market growth, competitive and retail trends)
• The Food and Beverage Segment (including market trends and outlook, competitive and consumer profiles, case studies and new product and marketing trends)
• The Personal Care Segment (including market trends and outlook, competitive and consumer profiles, case studies and new product and marketing trends)
• The Household Products Segment (including market trends and outlook, competitive and consumer profiles, case studies and new product and marketing trends)
• International Trends

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 positioned as "socially responsible,", 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 ethical products, as well as projected sales and trends through 2011. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the ethical consumer on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for ethical products.
• Research and development professionals stay on top of competitor initiatives and explore demand for ethical products.
• Advertising agencies working with clients in the consumer goods 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 & Methodology
  • Scope of Report: Focus on Three Grocery Product Areas
  • Report Methodology
• Market Overview
  • Key Ethical Issues
  • Organic
  • No Genetic Modification or Cloned Animals
  • Fair Trade
  • Locally Grown
  • Sustainable Agriculture
  • Humane Treatment of Animals
  • No Animal Testing/Cruelty-Free
  • "Green"-Eco-Friendly-Non-Toxic
  • Biodegradable, Recyclable, Reusable, and Minimal Packaging
  • Criteria and Certification
  • Consumers Union Lists 147 Different "Eco-Labels"
  • Ethical Product Sales Top $32.8 Billion in 2006
  • Table 1-1: U.S. Retail Sales of Ethical Products, 2002-2006 (in billions of dollars)
  • Foods and Beverages Account for 82% of Retail Sales
  • Figure 1-1: Share of U.S. Retail Sales of Ethical Products by Product Group, 2006 (percent)
  • Natural Foods Channel Generates Nearly Half of Retail Sales
  • Figure 1-2: Share of U.S. Retail Sales of Ethical Products by Retail Channel, 2006 (percent)
• Market Outlook
  • Ethical Consumerism: A Mindset and A Lifestyle
  • Green Goes Mainstream as Conscientious Consumerism Rises
  • Media Spreads a Global Green Culture
  • Americans Shift From Ego to Eco
  • Globalized "Consumer Class"
  • Who Are the Eco-Friendly Consumers?
  • Gap Between Opinions and Buying Behavior
  • Voting at the Checkout
  • Consumer Boycotts
  • Major Corporations Get More Involved
  • Retailers Are Pressuring Suppliers' Ethics
  • The Profit Motive
  • Controversy Over "Green" Ethics
  • Ethical Issues Sometimes Conflict
  • Retail Sales Will Approach $57.3 Billion in 2011
  • Table 1-2: Projected U.S. Retail Sales of Ethical Products, 2006-2011 (in billions of dollars)
• Competitive Trends
  • Mainstream Moves to Incorporate Ethical Products
  • Selling, or Selling Out?
• Marketing and New Product Trends
  • Third-Party Certification Adds Credibility, Luxury Cachet
  • Alternative Marketing
  • "Natural," "Organic" Lead New Products Claims
  • Figure 1-3: Top 10 Ethical Claims on New Products, 2001 vs. 2006
• Retail Trends
  • "Supernaturals" Set the Pace
  • At Least 25,000 Stores in Natural Foods Channel
  • Ethical Becoming an Essential Competitive Thrust for Supermarkets
  • Wal-Mart and Target Also Going Ethical
  • Specialty and Department Stores Strong in Personal Care
  • Farmers Markets and CSAs
  • Alternative Distribution Channels
  • Case Study: Wal-Mart Goes Sustainable
  • Success, Controversy, and Green Initiatives
  • Case Study: Whole Foods as "Whole-Mart"
  • Growth Strategy
  • Ethical Convictions and Corporate Responsibility
  • Yet, Even Whole Foods is Criticized on Ethics
  • Lower Expectations
• The Consumer
  • The Simmons Consumer Survey
  • Three Out of Four Consumers Believe Companies Should Act Ethically
  • 55% Recycle; 61% Think Product Packaging Should Be Recycled
  • Figure 1-4: High-Index Demographics of Consumers Who Agree That Packaging for Products Should Be Recycled, 2006 (U.S. adults)
  • Table 1-3: Demographic Overview for Consumers Who Agree It Is Important a Company Acts Ethically, 2006 (U.S. adults)
  • Table 1-4: Demographic Overview for Consumers Who Agree That Packaging for Products Should Be Recycled, 2006 (U.S. adults)
• Looking Ahead
  • Appealing to a Broader Consumer Base
  • Retail Competition, Expansion Will Continue to Drive Market
  • The Wal-Mart Effect
  • More Mergers and Acquisitions
  • Continued Cross-Over by Mainstream Marketers
  • Ethical vs. "Ethical, Inc."

Chapter 2: Food and Beverages

• Market Trends
  • Market Definition
  • Key Ethical Issues Affecting Food and Beverages
  • Organic
  • Definition of "Organic"
  • Many Organic Foods Support Other Social Issues
  • No Hormones
  • No Genetic Modification
  • Use of Genetically Modified Ingredients Widespread
  • Controversial Products Pulled from Market
  • Few Americans Understand GMO
  • Group Proposes Non-GMO Certification
  • No Meat or Milk from Cloned Animals
  • Is "Locally Grown" the Next "Organic"?
  • The "Food Miles" Concept
  • Whole Foods Goes Local...
  • ...As Does Wild Oats
  • Humane Treatment of Animals
  • Cage-Free Eggs
  • No Standards for Free-Range Label
  • Grass-Fed Beef
  • Certified Humane and Free-Farmed Labels
  • Whole Foods Bans Sale of Live Lobsters
  • Humane Society Seeks Foie Gras Production Ban; Banned in Chicago
  • Retailers Spearhead Animal Welfare Standards
  • Fair Trade Practices
  • TransFair Certifies Products Sold in USA
  • Sustainable Agriculture
  • Some Marketers Setting Their Own Sourcing Guidelines
  • Sustainable Seafood
  • The Organic Fish Debate
  • Sales of Organic Foods and Beverages Easiest to Track
  • Ethical Food and Beverage Sales Grow to $26.9 Billion
  • Table 2-1: U.S. Retail Sales of Ethical Foods and Beverages, 2002-2006 (in billions of dollars)
  • Produce and Dairy Are Largest Ethical Categories
  • Figure 2-1: Share of U.S. Retail Sales of Ethical Foods and Beverages by Product Category, 2006 (percent)
  • Natural Foods Channel Leads Retail Sales
  • Figure 2-2: Share of U.S. Retail Sales of Ethical Foods and Beverages by Retail Channel, 2006 (percent)
• Market Outlook
  • More Consumers Choose Ethical Shopping
  • Organic Foods and Beverages Growing in Popularity
  • Ethical Issues Serve as a Point of Differentiation
  • Mainstream Retailers, Marketers Offering Ethical Foods and Beverages
  • Fair Trade Bananas to Get a Big Push
  • Price a Deterrent, But Many Consumers Willing to Pay More
  • Growing Shortage of Organic Ingredients
  • "Authentic" vs. "Fabricated" (Mass-Produced) Products
  • Many Consumers Distrust "Big Business" to Produce Ethical Foods
  • Cheating on Fair Trade?
  • Will Organic Growth Fizzle Out?
  • Food Contamination Scares Affect Industry
  • Ethical Foods and Beverages Market to Near $47.0 Billion in 2011
  • Table 2-2: Projected U.S. Retail Sales of Ethical Foods and Beverages, 2006-2011 (in billions of dollars)
• Competitive Trends
  • Ethical Food and Beverage Marketers
  • Global Marketers, Investors Control Many Top Brands of Ethical Foods and Beverages
  • Recent Mergers and Acquisitions
  • Is Smaller Better?
  • Starbucks, Stonyfield Farm, and Ben & Jerry' s Are Largest Mass-Market Ethical Brands
  • Table 2-3: IRI-Tracked Sales of Selected Ethical Foods and Beverages, 2005 vs. 2006 (in millions of dollars)
  • Table 2-4: IRI-Tracked Sales of Selected Ethical Foods and Beverages, 2001-2005 (in millions of dollars)
• Marketing and New Product Trends
  • Mainstream Marketers Seek More Participation and Visibility
  • A Switch to Biodegradable and Recycled/Recyclable Packaging
  • "Natural" and "Organic" the Most Popular Product Tags
  • Figure 2-3: Top Five New Ethical Food and Beverage Product Claims, 2001 vs. 2006
  • Table 2-5: Ethical Foods and Beverages: Selling Points by Package Tags, 2001-2006
• The Consumer
  • The Simmons Consumer Survey
  • Higher Levels of Education Characterize Consumers
  • Figure 2-4: Selected High-Index Demographics of Consumers Who Look for Organic/Natural Food, 2006 (U.S. adults)
  • Asian-Americans Skew High
  • Older Shoppers, Small Households Also Indicated
  • Table 2-6: Demographic Overview for Consumers Who Look for Organic/Natural Food (Any Agree), 2006 (U.S. adults)
  • Table 2-7: Demographic Overview for Consumers Who Look for Organic/Natural Food (Agree a Lot), 2006 (U.S. adults)
  • Table 2-8: Demographic Overview for Patrons of Whole Foods Market or Trader Joe' s, 2006 (U.S. adults)
• Case Studies
  • Ben & Jerry' s Homemade: From Hippies to Alternative Corporate Culture
  • Green Mountain Coffee Roasters: Tops in Business Ethics
  • Horizon Organic Dairy: Under Fire
  • Cornucopia Institute Files Complaints
  • Natural Selection Foods: "Industrial" Organic Produce
  • Newman' s Own: All Profits Go to Charity
  • Niman Ranch: Pioneer in Naturally Raised Meat Helps Small Farmers
  • Organic Valley Family of Farms: A Farmers' Co-Op
  • Starbucks: A Pioneer in Corporate Responsibility
  • Stonyfield Farm: Guerilla Marketing

Chapter 3: Personal Care Products

• Market Trends
  • Market Definition
  • Key Ethical Issues Affecting Personal Care Products
  • Natural, Organic, or Synthetic
  • Commonly Used Ingredients
  • Cruelty Free-Not Tested on Animals
  • Biodegradable, Recycled, and/or Recyclable
  • Ethical Personal Care Sales Top $5.2 Billion
  • Table 3-1: U.S. Retail Sales of Ethical Personal Care Products, 2002-2006 (in billions of dollars)
  • HBC Dominates Personal Care Product Categories
  • Figure 3-1: Share of U.S. Retail Sales of Ethical Personal Care Products by Product Category, 2006 (percent)
  • Natural Foods Channel Accounts for Two-Thirds of Sales
  • Figure 3-2: Share of U.S. Retail Sales of Ethical Personal Care Products by Retail Channel, 2006 (percent)
• Market Outlook
  • Ethical HBC Brands Still Mostly Niche, But Growing Fast
  • Retail Space a Challenge
  • Crossing Over
  • Premium Price Tags Buoying Sales Increases
  • Product and Packaging Efficacy Must Improve
  • Personal Paper Goods Expected to Stay Small
  • Ethical Personal Care to Reach $8.8 Billion by 2011
  • Table 3-2: Projected U.S. Retail Sales of Ethical Personal Care Products, 2006-2011 (in billions of dollars)
• Competitive Trends
  • Hundreds of Marketers, Only a Few Dozen Majors
  • Recent Mergers and Acquisitions
  • Aveda and The Body Shop Lead the Pack
  • Levlad, Hain the Strongest HBC Players in Natural Foods Channel
  • Mass-Market Sales Gain 29% in 2006
  • Tom' s of Maine, Burt' s Bees Lead in Mass
  • Table 3-3: IRI-Tracked Sales of Selected Ethical Personal Care Products, 2005 vs. 2006 (in millions of dollars)
  • Table 3-4: IRI-Tracked Sales of Selected Ethical Personal Care Products, 2001-2005 (in millions of dollars)
• Marketing and New Product Trends
  • Personal Care Marketers Still Building Assortment
  • New Product Package Claims
  • Figure 3-3: Top Five New Ethical Personal Care Product Claims, 2001 vs. 2006
  • Table 3-5: Ethical Personal Care Products: Selling Points by Package Tags, 2001-2006
  • Mineral Makeup a Hot Trend
  • Major Lines Expanding
  • Without, Minus, and Free Of
  • More Than Just Basics
  • More Natural
  • Personal Paper Products
• The Consumer
  • The Simmons Consumer Survey
  • 30% of Women Don' t Buy Cosmetics Tested on Animals
  • Figure 3-4: Selected High Indexes for Consumers Who Never Buy Cosmetics Tested on Animals (Any Agree), 2006 (U.S. adults)
  • Table 3-6: Demographic Overview for Consumers Who Never Buy Cosmetics Tested on Animals (Any Agree), 2006 (U.S. adults)
  • Table 3-7: Demographic Overview for Consumers Who Never Buy Cosmetics Tested on Animals (Agree a Lot), 2006 (U.S. adults)
• Case Studies
  • Aveda: Its Own Retailer
  • The Body Shop: Snatched Up by L' Oréal
  • The Hain Celestial Group: Jason and Zia Join the Empire
  • Kiss My Face: Irreverently Organic
  • Tom' s of Maine: Colgate Buys Majority Interest

Chapter 4: Household Products

• Market Trends
  • Market Definition: Household Products
  • "Green" or Eco-Friendly Household Products Share Many Similar Attributes
  • No Phosphates
  • No Chlorine Bleach
  • No Regulated Standards for Most Household Products
  • Ethical Household Product Sales Rise to $680 Million
  • Table 4-1: U.S. Retail Sales of Ethical Household Products, 2002-2006 (in millions of dollars)
  • Household Cleaners Is Larger Household Products Category
  • Figure 4-1: Share of U.S. Retail Sales of Ethical Household Products by Product Category, 2006 (percent)
  • Eco-Friendly Cleaners a $327 Million Business in 2005
  • Natural Foods Channel Accounts for Half of Retail Sales
  • Figure 4-2: Share of U.S. Retail Sales of Ethical Household Products by Retail Channel, 2006 (percent)
• Market Outlook
  • Consumer Awareness, Availability of Ethical Alternatives Building
  • Where Are the Mainstream Marketers?
  • Product Performance Key
  • Greenpeace Targets Kimberly-Clark
  • Fierce Competition for Mass-Market Shelf Space
  • Supply Chain Vulnerabilities
  • Retail Sales Will Approach $1.5 Billion by 2011
  • Table 4-2: Projected U.S. Retail Sales of Ethical Household Products, 2006-2011 (in millions of dollars)
• Competitive Trends
  • Ethical Household Product Marketers
  • Most Companies Small and Privately Held
  • Planet Acquires Green Forest
  • Paper Goods Dominate Mass-Market Sales
  • Figure 4-3: IRI-Tracked Sales of Ethical Paper Goods and Household Cleaning Products, 2001-2006 (in millions of dollars)
  • Marcal Controls 93% of Mass-Market Ethical Paper Goods
  • Mass-Market Household Cleaners Growing Rapidly
  • Table 4-3: IRI-Tracked Sales of Selected Ethical Household Products, 2005 vs. 2006 (in millions of dollars)
  • Table 4-4: IRI-Tracked Sales of Selected Ethical Household Products, 2001-2005 (in millions of dollars)
  • Table 4-5: Top Brands of Selected Ethical Household Products by 1-Year Growth, 2006 (in millions of dollars)
• Marketing and New Product Trends
  • New Product Package Claims
  • Figure 4-4: Top Five Product Claims on New Ethical Household Products, 2001 vs. 2006
  • Table 4-6: Ethical Household Products: Selling Points by Package Tags, 2001-2006
  • "Green" Household Products Positioned on the Basis of Health Benefits
  • New and Improved
  • Ethical Cleaning Products Making Scents
  • Biodegradable and Compostable Plates, Cups, and Utensils
• The Consumer
  • The Simmons Consumer Survey
  • Higher Education Characterizes Consumers
  • Figure 4-5: Selected High Indexes for Consumers Who Buy Products That Use Recycled Paper (Any Agree), 2006 (U.S. adults)
  • Older Shoppers, One-Person Households, Women Also Indicated
  • Asian Americans and Hispanics Prime Targets
  • Table 4-7: Demographic Overview for Consumers Who Buy Products That Use Recycled Paper (Any Agree), 2006 (U.S. adults)
  • Table 4-8: Demographic Overview for Consumers Who Buy Products That Use Recycled Paper (Agree a Lot), 2006 (U.S. adults)
• Case Studies
  • Marcal Paper Mills: Recycled Paper Products = Profits
  • Method Products: It' s Hip to Be Eco-Friendly
  • Planet: Relaunches Green Forest Paper Products
  • Seventh Generation: A Phoenix Rising

Chapter 5: International Trends

• Ethical Consumerism Mostly in Developed Nations
• Different Ethical Issues Important in Different Countries
• Are Consumers in Developing Nations Most Willing to Pay More for Ethical Products?
• Boycotts Popular Worldwide
• Organic Standards Differ
• Canada Close to Enacting National Organic Standards
• EU Proposes Animal Welfare Labeling
• Focus on Ethical Consumerism in the U.K.
• 52% of British Consumers Classify Themselves as Ethical
• Fair Trade Particularly Well-Established
• Look Behind the Label
• British Media Play Up the Green Lifestyle
• Conviction or Tokenism?
• Case Study: Grupo Eroski (Spain)
• Case Study: Migros (Switzerland)

Appendix: Addresses of Selected Marketers