Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Resources used for The Consumer sections
- A note about the six-year data set
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market continues to grow, but more slowly
- Food safety remains a major market driver
- Organic vs. natural: clearer messages are needed
- Need for more organic resources in the U.S.
- Price is an issue for organic consumers, but conventional prices rising faster
- Foodservice embracing the organic movement
- Segmenting the organic food market
- Major manufacturers include big names and smaller players
- FDM channel larger than natural supermarket channel
- 52% of respondents buy organic food
- Respondents express concern about organic and non-organic foods
Market Drivers and Future Trends
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- The integrity of the food supply
- The current situation: concern about food-borne illness drives organic purchases
- Future trend: Food-borne illness will continue to influence purchase patterns
- Market opportunity
- Distinguishing between organic and natural products
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- Figure 1: New food and beverage products making a claim of organic or all natural, 2002-07
- Opportunities in being clear about benefits
- U.S. organic resources are growing, but not fast enough
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- Figure 2: Total organic acreage and animal herds, 2000-05
- The rising price of non-organic products
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- Figure 3: Price of specific non-organic food items, 2006 and 2007
- Future trend: Price may not be an issue in the future
- Narrowing the gap even more: store brand organics
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- Figure 4: O Organics Baby Food Ad, 2007
- Organics on the menu: foodservice plays catch-up
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- Figure 5: Share of green ingredient claims, Q4 2006
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- Figure 6: Organic ingredients, by dining type, Q4 2006
- Food safety vs. health and wellness issues
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- Figure 7: Kellogg’s Organic Cereal ad, “Nostalgia,” 2007
Market Size and Trends
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- Figure 8: Total U.S. retail sales of organic food, at current and constant prices, 2002-07
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- Figure 9: Unit sales of organic food, 2004-07
- Market trends
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- Figure 10: New organic food products, by category, 2002-07
- Familiar mainstream brands go organic
- Organic manufacturers also contribute to market innovation
- Store brand/private label launches are significant
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- Figure 11: New store branded organic product launches, 2002-07
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Market Segmentation
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- Figure 12: FDM and natural food store sales of organic foods, 2005 and 2007
- Organic fruits and vegetables
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- Figure 13: Sales of organic fruit and vegetables, at current and constant prices, 2002-07
- Organic prepared and packaged foods
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- Figure 14: Sales of organic prepared and packaged foods, at current and constant prices, 2002-07
- Organic snacks
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- Figure 15: Sales of organic snacks, at current and constant prices, 2002-07
- Organic grain products
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- Figure 16: Sales of organic grain products, at current and constant prices, 2002-07
- Organic dairy products
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- Figure 17: Sales of organic dairy products, at current and constant prices, 2002-07
- Organic meats
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- Figure 18: Sales of organic meats, at current and constant prices, 2002-07
- Other organic products
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- Figure 19: Sales of other organic products, at current and constant prices, 2002-07
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Supply Structure
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- Companies and brands
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- Figure 20: Manufacturer sales of organic food and drink in the U.S., 2004/05 and 2006/07
- Organic fruits and vegetables
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- Figure 21: Brand sales of organic fruits and vegetables, 2004/05 and 2006/07
- Organic prepared and packaged foods
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- Figure 22: Brand sales of organic prepared and packaged foods, 2004/05 and 2006/07
- Organic snacks
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- Figure 23: Brand sales of organic snacks, 2004/05 and 2006/07
- Organic grain products
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- Figure 24: Brand sales of organic grain products, 2004/05 and 2006/07
- Organic dairy products
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- Figure 25: Brand sales of organic dairy products, 2004/05 and 2006/07
- Other organic products
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- Figure 26: Brand sales of other organic products, 2004/05 and 2006/07
Retail Distribution
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- Introduction
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- Figure 27: U.S. retail sales of organic food*, by channel, 2005 and 2007
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- Figure 28: Share of organic food sales, by channel, 2003-07
- FDM
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- Figure 29: U.S. FDM* sales of organic foods, at current and constant prices, 2003-07
- Natural food stores
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- Figure 30: U.S. natural food store sales* of organic foods, at current and constant prices, 2003-07
The Consumer: Purchase of Organic Products
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- Summary
- Purchase of organic products
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- Figure 31: Purchase of organic food and beverage products, by gender, age, household income, race/ethnicity and region, July 2007
- Frequency of purchasing organics
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- Figure 32: Frequency of purchase of organic food and drink, by age, July 2007
- Where organic products are purchased
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- Figure 33: Purchase venues for organic foods and beverages, 2006 and 2007
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- Figure 34: Purchase venues for organic foods and beverages, by age, July 2007
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- Figure 35: Purchase venues for organic foods and beverages, by income, July 2007
- Are farmers’ markets and co-ops preferred for organics?
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- Figure 36: Purchase of organic food at farmers’ markets and co-ops, by income, July 2006
- Types of organic foods purchased in past year
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- Figure 37: Types of organic foods purchased on a weekly or bi-monthly basis, July 2006 and July 2007
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- Figure 38: Types of organic foods purchased on weekly or bi-monthly basis, by age, July 2007
- Branded vs. store brand organic food
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- Figure 39: Branded and store branded organic foods purchased, July 2007
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- Figure 40: Branded and store branded organic foods purchased, by age, 2006 and 2007
The Consumer: Attitudes Towards Organic Products
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- Summary
- Opinions about genetically modified foods
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- Figure 41: Concern about genetic modification of food, by age, 2006 and 2007
- Opinions about organic food and drink
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- Figure 42: Opinions about organic food and drink, by gender, 2006 and 2007
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- Figure 43: Opinions about organic food and drink, by age, July 2007
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- Figure 44: Opinions about organic food and drink, by respondents who purchased organic food in the past year, July 2007
- Opinions concerning price and availability of organic products
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- Figure 45: Opinions about price and availability of organic food and drink, by age, July 2006
- What respondents look for when purchasing organic food
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- Figure 46: Criteria for purchasing organic food, 2006 and 2007
Market Forecast
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- Overview
- Organic food
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- Figure 47: Forecast of total U.S. sales of organic food, at current and constant prices, 2007-12
- Organic fruit and vegetables
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- Figure 48: Forecast of U.S. sales of organic fruit and vegetables, at current and constant prices, 2007-12
- Organic prepared and packaged food
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- Figure 49: Forecast of U.S. sales of organic prepared and packaged food, at current and constant prices, 2007-12
- Organic snacks
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- Figure 50: Forecast of U.S. sales of organic snacks, at current and constant prices, 2007-12
- Organic grain products
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- Figure 51: Forecast of U.S. sales of organic grain products, at current and constant prices, 2007-12
- Organic dairy products
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- Figure 52: Forecast of U.S. sales of organic dairy products, at current and constant prices, 2007-12
- Organic meat
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- Figure 53: Forecast of U.S. sales of organic meat, at current and constant prices, 2007-12
- Other organic products
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- Figure 54: Forecast of U.S. sales of other organic products, at current and constant prices, 2007-12
- Forecast Factors
Appendix: Trade Associations
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