Kosher Foods - US - January 2009

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