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Natural and Organic Food and Beverage: The Consumer - US - November 2011

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Overview
Half of NOFB consumers cutting back or trading down
Young families important part of NOFB consumer base
NOFB category purchase behavior
Parents, affluents more likely to choose organic dairy, meat, and seafood
Lower-income NOFB shoppers look for pantry staples in natural category
Organic beverage penetration highest among parents
NOFB consumers shop in a variety of outlets for these goods
Health concerns motivate most NOFB shoppers
Asians and Hispanics lead in NOFB purchasing, especially for organics
INSIGHTS AND OPPORTUNITIES
(Re)building NOFB consumer base means establishing clear definitions
Value key for middle-income families
NOFB consumers ideal targets for new media
INSPIRE INSIGHTS
Trend: Moral Brands
Trend: Men Shopping Badly
MARKETING STRATEGIES
 OVERVIEW
Kashi connects with fitness and healthy kids
Figure 1: Kashi Go Lean At the Races, 2011
Figure 2: Kashi Snacks and Cereals Soccer Mom, 2011
Silk soy milk wins the Heartland
Figure 3: Silk Soy Milk in Wisconsin television ad, 2011
Stonyfield YoBaby
Figure 4: Stonyfield YoBaby, This Little Star of Mine television ad, 2011
TRUST AND AWARENESS OF STANDARDS
Key points
Confusion rampant
Figure 5: Trust and standards awareness, August 2011
Awareness and trust on a downward trend
Figure 6: Trust and standards awareness, September 2009-August 2011
Women more up to speed
Figure 7: Trust and standards awareness, by gender, August 2011
Younger adults, households with kids more certain in their opinions
Figure 8: Trust and standards awareness, by age, August 2011
Figure 9: Trust and standards awareness, by presence of children, August 2011
TRENDS IN NOFB USAGE
Key points
Penetration down considerably from 2009
Figure 10: Household usage of NOFB, September 2009 and August 2011
Usage shifts
Figure 11: Usage shifts, by household income, August 2011
Figure 12: Usage shifts, by presence of children, August 2011
HOUSEHOLD USAGE BY DEMOGRAPHIC
Key points
Younger adults and households with kids buy NOFB
Figure 13: Household usage of NOFB, by age, August 2011
Figure 14: Household usage of NOFB, by presence of children, August 2011
Culling middle-income purchasers
Figure 15: Household usage of NOFB, by household income, August 2011
Online media may carry more punch
Figure 16: Household usage of organic food, February 2010-March 2011
CATEGORY USAGE—OVERVIEW
Key points
 OVERVIEW
Food
Figure 17: Household usage of natural and organic food, August 2011
Figure 18: Household usage of other natural and organic grains, condiments, baked goods, and other items, August 2011
Beverages
Figure 19: Household usage of natural and organic beverages, August 2011
USAGE—DAIRY, MEAT, AND FROZEN FOOD
Key points
Natural: the poor man’s organic
Figure 20: Household usage of natural dairy, meat, and frozen food, by household income, August 2011
Figure 21: Household usage of organic meat, dairy and frozen food, by household income, August 2011
Organic food by age and presence of children
Figure 22: Household usage of organic meat, dairy, and frozen food, by age, August 2011
Figure 23: Household usage of organic dairy, meat and frozen food, by presence of children, August 2011
USAGE—GRAINS, CONDIMENTS, BAKED GOODS, AND OTHER ITEMS
Key points
Consistent trends by household income
Figure 24: Use of natural grains, condiments, baked goods, and other items, by household income, August 2011
Figure 25: Use of other organic grains, condiments, baked goods, and other items, by household income, August 2011
Use of organics by age and presence of children
Figure 26: Use of other natural grains, condiments, baked goods, and other items, by age, August 2011
Figure 27: Household use of other organic grains, condiments, baked goods, and other items, by presence of children, August 2011
USAGE—BEVERAGES
Key points
Purchase behavior by age mirrors larger beverage category as a whole
Figure 28: Household usage of natural beverages, by age, August 2011
Figure 29: Household usage of organic beverages, by age, August 2011
Organic for the well-to-do, natural for lower-income
Figure 30: Household usage of natural beverages, by household income, August 2011
Figure 31: Household usage of organic beverages, by household income, August 2011
Presence of children and purchase of organic beverages
Figure 32: Household usage of organic beverages, by presence of children, August 2011
OUTLETS WHERE CONSUMERS BUY NOFB
Key points
Walmart leads
Figure 33: Where shoppers buy NOFB, by age, August 2011
Figure 34: Where shoppers buy NOFB, by household income, August 2011
Figure 35: Where shoppers buy NOFB, by presence of children, August 2011
Figure 36: Where shoppers buy NOFB, by region, August 2011
WHY CONSUMERS USE NOFB
Key points
Personal and family health trumps environmental concern
Figure 37: Why consumers use NOFB, by gender, August 2011
Figure 38: Why consumers use NOFB, by age, August 2011
Figure 39: Why consumers use NOFB, by household income, August 2011
IMPACT OF RACE/HISPANIC ORIGIN
Key points
Hispanics, Asians more certain about their opinions
Figure 40: Trust and standards awareness, by race/Hispanic origin, August 2011
Asians and the role of education
Figure 41: Usage of NOFB, by race/Hispanic origin, August 2011
Blacks take natural over organic, Hispanics opt for both
Figure 42: Purchase of natural dairy, meat, and frozen food, by race/Hispanic origin, August 2011
Figure 43: Purchase of organic dairy, meat, and frozen food, by race/Hispanic origin, August 2011
Minorities overindex with natural kitchen staple usage
Figure 44: Purchase of other natural grains, condiments, baked goods, and other items, by race/Hispanic origin, August 2011
Figure 45: Use of other organic grains, condiments, baked goods, and other items, by race/Hispanic origin, August 2011
Beverages: natural vs. organic
Figure 46: Household usage of natural beverages, by race/Hispanic origin, August 2011
Figure 47: Household usage of organic beverages, by race/Hispanic origin, August 2011
CUSTOM CONSUMER GROUPS
Key points
College-educated consumers better informed
Figure 48: Trust and standards awareness, by education, August 2011
Environmental and industry concerns more prominent for collegiates
Figure 49: Why consumers use NOFB, by educational attainment, August 2011
Perception of brands as moral entities draws college crowd
Figure 50: Purchase locations, by educational attainment, August 2011
APPENDIX—OTHER USEFUL CONSUMER TABLES
Shopping role in household
Figure 51: Shopping role in household, by gender, August 2011
Figure 52: Shopping role in household, by age, August 2011
Figure 53: Shopping role in household, by household income, August 2011
Other consumer tables
Figure 54: Trust and standards awareness, by household income, August 2011
Figure 55: Household usage of natural food, by age, August 2011
Figure 56: Household usage of natural food, by presence of children, August 2011
Figure 57: Household use of other natural grains, condiments, baked goods, and other items, by presence of children, August 2011
Figure 58: Household use of other natural grains, condiments, baked goods, and other items, by age, August 2011
Figure 59: Household usage of natural beverages, by presence of children, August 2011
Figure 60: Usage shifts, September 2009 and August 2011
Figure 61: Usage shifts, by gender, August 2011
Figure 62: Usage shifts, by age, August 2011
Figure 63: Usage shifts, by race/Hispanic origin, August 2011
Figure 64: Usage shifts, by education, August 2011
Figure 65: Why consumers use NOFB, by presence of children, August 2011
Figure 66: Why consumers use NOFB, by race/Hispanic origin, August 2011
Figure 67: Where shoppers buy NOFB, by gender, August 2011
Figure 68: Where shoppers buy NOFB, by race/Hispanic origin, August 2011
APPENDIX—TRADE ASSOCIATIONS

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