Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Kosher food
- Halal
- Halal certification
- Differences between halal and kosher
- Data sources
- Market size data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Kosher market reaches $12.5 billion in 2008
- Natural and organic products compete with kosher
- Fewer than 2% of Americans are Jewish, but kosher has other audiences
- Innovation keeps “traditional kosher” brands relevant
- Kosher in ethnic foods beyond ethnic Jewish
- 13% of respondents buy kosher food
- Habits and traditions of kosher food purchasers
- Opinions of non-buyers
Insights and Opportunities
-
- “Ethical kosher”
-
- Figure 1: Kosher food launches with ethical claims, U.S., 2003-08
Fast Forward Trends
-
- Food Phobia
- What it is
- HFCS-phobia
- Passover kosher laws
- Kosher-for-Passover Coca-Cola and Sprite
- Spirituality, Religion, and Health
- What it is
- Kosher can be adapted to other traditions
-
- Figure 2: Buying kosher for religious reasons, by age, October 2008
Market Size and Forecast
-
- Key points
- Kosher market driven by sales of mainstream-kosher products
- Agriprocessors’ demise takes a toll on kosher sales in 2008
-
- Figure 3: Total U.S. retail sales of kosher foods, at current prices, 2003-13
-
- Figure 4: Total U.S. retail sales of kosher foods, at inflation-adjusted prices, 2003-13
Competitive Context
-
- Key points
- Natural and organic products provide similar levels of food security
-
- Figure 5: Purchase of natural, organic, kosher, and other foods, October 2008
-
- Figure 6: Distinguishing between natural and organic foods/beverages, by gender, age, household income and race/Hispanic origin, July 2008
-
- Figure 7: ConAgra’s Hebrew National Beef Franks Kosher vs. Non-Kosher ad, 2006
Market Drivers
-
- Key points
- Religion in the U.S.
-
- Figure 8: Religious affiliation of U.S. adult population, 2008
- Not all Jewish consumers are kosher consumers
-
- Figure 9: Jewish connection, by institutional affiliations and marriage status, 2000
- Kosher for food quality assurance
-
- Figure 10: Attitudes regarding food safety, by age, September 2008
- Food safety, food purity, and insects
- Kosher as a shopping shorthand for the allergic consumer
Brand Qualities
-
- Key points
- “Traditional kosher” brands innovate to compete
- Innovation in marketing is also important
Innovation and Innovators
-
- Key points
- Kosher-certified bakery items top list of new products
- Kosher, but not “kosher”?
- New kosher product launches
-
- Figure 11: New product launches, by category, kosher food, U.S., 2003-08
- Figure 12: Percentage of U.S. new product launches that are kosher, by category, 2003-08
Kosher Food Purchasers
-
- Key points
- Purchase of kosher, halal, and other “sacred food”
-
- Figure 13: Purchase of kosher, halal, and other “sacred food,” by household income, October 2008
Reasons for Buying Kosher Food
-
- Key points
- “Food quality” is leading reason for purchase
-
- Figure 14: Reasons for buying kosher food, by age, October 2008
Venues for Kosher Food Purchases
-
- Key points
- Supermarket is major source for kosher foods
-
- Figure 15: Sources for kosher food purchases, by age, October 2008
- Kosher food buyers would like more options
-
- Figure 16: Attitudes and opinions about kosher food, by age, October 2008
Kosher Food Buyers’ Habits and Traditions
-
- Key points
- “Occasional kosher” purchasers
-
- Figure 17: Attitudes and opinions about kosher food traditions, by age, October 2008
Kosher Food Buyers and Food Allergies
-
- Key point
- “Shorthand” for label readers
-
- Figure 18: Attitudes and opinions about kosher food, by age, October 2008
Kosher Food Restrictions
-
- Key points
- Kosher consumers tend to be most strict at home
-
- Figure 19: Strictness with kosher food restrictions, by age, October 2008
Kosher Because of Religion
-
- Key points
- Avoiding pork and shellfish
-
- Figure 20: Steps taken to keep kosher, October 2008
Opinions about Kosher Food and Food Traditions
-
- Key points
- 65% of respondents believe that kosher food is more expensive
-
- Figure 21: Opinions about kosher food, by age, October 2008
Opinions of Non-Kosher Food Buyers
-
- Key points
- Benefits of kosher are unclear
-
- Figure 22: Non-kosher food buyers‘ opinions about kosher food, by age, October 2008
Cluster Analysis
-
- The Incidentally Kosher
- Who they are
- Opportunity
- Traditionalists
- Who they are
- Opportunity
- The Quality Conscience
- Who they are
- Opportunity
- Cluster characteristics
-
- Figure 23: Kosher clusters, October 2008
- Figure 24: Purchase of kosher, halal, and other “sacred food,” by kosher clusters, October 2008
-
- Figure 25: Reasons for buying kosher food, by kosher clusters, October 2008
- Figure 26: Sources for kosher food purchases, by kosher clusters, October 2008
-
- Figure 27: Attitudes and opinions about kosher food, by kosher clusters, October 2008
- Figure 28: Opinions about kosher food, by kosher clusters, October 2008
- Cluster demographics
-
- Figure 29: Kosher clusters, by gender, October 2008
- Figure 30: Kosher clusters, by age, October 2008
- Figure 31: Kosher clusters, by household income, October 2008
- Cluster methodology
Appendix: Other Useful Consumer Tables—Gender Analysis
-
-
- Figure 32: Purchase of natural, organic, kosher, and other foods, by gender, October 2008
-
- Figure 33: Reasons for buying kosher food, by gender, October 2008
-
- Figure 34: Strictness with kosher food restrictions, by gender, October 2008
-
- Figure 35: Attitudes and opinions about kosher food, by gender, October 2008
-
- Figure 36: Opinions about kosher food, by gender, October 2008
-
Back to top