Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Organic food and beverage sales double in 2001-06
- National standards codify industry
- Natural vs. organic
- Concern about the safety of the food supply
- Growth of organic herds and farmland
- Organic market comprises two segments
- International trade
- Supply structure
- FDM holds significant lead on home turf of natural channel
- Price is a major issue for purchasers of organic foods
- Organic shopping habits
- Orange juice is top organic drink
- Organic beverage market will continue to grow, with caveats
- Still a niche market
- Some strong growth drivers
- Caveats
Market Drivers
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- Healthful living serves as market cornerstone
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- Figure 1: Opinions about organic food and drink: cost, health, and taste, July 2006
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- Figure 2: Attitudes regarding healthy eating, 2002-05
- Demand for organic food and drink changes the face of the industry
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- Figure 3: Total organic acreage and animal herds, 2000-03
- Evidence of organic dairy farming profitability trickles in
- Organic beverages have stiff competition, remain a very small niche
- Sales pale in comparison to conventional products
- Usage penetration among consumers very low
- Some players concede market as niche…
- …while others enter the market
- Discerning between organic and natural products a difficult proposition
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- Figure 4: Criteria for purchasing organic beverages, July 2006
- Issues specific to milk
- Food fear, historically a positive driver, shows its fangs
- E. coli
- Mad-cow disease
- Avian flu
Market Size and Trends
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- Market size
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- Figure 5: Total U.S. retail sales of organic beverages, at current and constant prices, 2001-06
- Total food and beverage sales through all channels (OTA)
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- Figure 6: Total U.S. retail sales of organic food, at current and constant prices, 2000-05
- Wal-Mart sales
- Market trends and new product development
- New product launches
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- Figure 7: New organic beverage product launches, 2001-06
- Organic and natural positioning in retail and foodservice channels
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- Figure 8: Natural and organic positioning: GNPD and Menu Insights trends, 2004-06 (January-August)
Market Segmentation
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- Overview
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- Figure 9: Sales of organic beverage market, by type, 2004 and 2006
- Organic non-dairy beverages
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- Figure 10: Sales of organic non-dairy beverages, at current and constant prices, 2001-06
- Organic dairy beverages
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- Figure 11: Sales of organic dairy beverages, at current and constant prices, 2001-06
Supply Structure
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- Foreign trade
- Exports
- Imports
- Balance of trade
- Companies and brands
- Organic non-dairy beverages
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- Figure 12: Leading brands of organic non-dairy beverages, 2004 and 2006
- Organic dairy beverages
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- Figure 13: Leading brands of organic dairy beverages, 2004 and 2006
- Private label
- Profiles of major manufacturers
- The Dannon Company, Inc. (Stonyfield Farm)
- Dean Foods (Silk, Horizon)
- Hain Celestial Group (Imagine Foods, Westbrae)
- Organic Valley
Retail Distribution
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- Introduction
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- Figure 14: U.S. retail sales of organic beverages, by channel, 2004 and 2006
- FDM
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- Figure 15: FDM sales of organic beverages, at current and constant prices, 2003-06
- Natural food stores
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- Figure 16: Natural food store sales of organic beverages, at current and constant prices, 2003-06
The Consumer
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- Introduction
- Summary
- Purchase of organic products
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- Figure 17: Purchase of organic food and beverage products, by gender, age, household income, race/Hispanic origin and region, July 2006
- Opinions about food safety
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- Figure 18: Level of concern about food safety, July 2006
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- Figure 19: Concern about genetic modification of food, by gender and race/Hispanic origin, July 2006
- Opinions about organic food and drink
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- Figure 20: Opinions about organic food and drink, by gender, July 2006
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- Figure 21: Opinions about organic food and drink, by age, July 2006
- What “organic” means to respondents who buy such products
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- Figure 22: Definition of “organic,” July 2006
- Where organic products are purchased
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- Figure 23: Purchase venues for organic foods and beverages, July 2006
- Frequency of purchasing organics
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- Figure 24: Frequency of purchase of organic food and drink, July 2006
- Opinions concerning price and availability of organic products
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- Figure 25: Opinions about price and availablity of organic food and drink, July 2006
- Types of organic drinks purchased in past year
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- Figure 26: Types of organic beverages purchased in past year, July 2006
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- Figure 27: Types of organic beverages purchased in past year, by gender, July 2006
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- Figure 28: Types of organic beverages purchased in past year, by income, July 2006
- Branded vs. store-brand organic beverages
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- Figure 29: Branded and store-branded organic beverages purchased, July 2006
- What respondents look for when purchasing organic beverages
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- Figure 30: Criteria for purchasing organic beverages, July 2006
- Motivations for trying new beverages
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- Figure 31: Motivations for trying new organic beverages, July 2006
- Reasons for using organic milk
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- Figure 32: Reasons for buying organic milk, July 2006
Future and Forecast
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- Future trends
- The growing market for organic products
- Reducing prices could propel market past the tipping point
- Hispanics an important growth demographic
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- Figure 33: Population, by race and Hispanic origin, 2006 and 2011
- Increased retail distribution & advertising and promotion a key to growth
- Retail distribution
- Advertising and promotion
- Concern for the safety of the food supply
- Market forecast
- Organic beverages
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- Figure 34: Forecast of total U.S. sales of organic beverages, at current and constant prices, 2006-11
- Organic non-dairy beverages
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- Figure 35: Forecast of U.S. sales of organic non-dairy beverages, at current and constant prices, 2006-11
- Organic dairy beverages
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- Figure 36: Forecast of U.S. sales of organic dairy beverages, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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