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
- 26% of respondents buy organic beverages
- 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 foodborne illness drives organic purchases
- Future trend: Foodborne illness will continue to influence purchase patterns
- Market opportunity
- Distinguishing between organic and natural products: clearer points of differentiation needed
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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
- Organic dairy prices remain high, even though supply has increased
- The relative price difference between organic and non-organic products
- The current situation: the price of conventional foods continues to rise
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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
- Organics on the menu: foodservice plays catch-up
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- Figure 4: Share of green ingredient claims, Q4 2006
- Figure 5: Organic ingredients, by dining type, Q4 2006
- Food safety vs. health and wellness issues
Market Size and Trends
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- Figure 6: Total U.S. retail sales of organic beverages, at current and constant prices, 2002-07
- Market trends
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- Figure 7: International new product launches, organic beverages, 2002-07
- Organic versions of popular mainstream brands
- Organic manufacturers also contribute to market innovation
- Store brand/private label launches are significant
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- Figure 8: International new product launches, private label organic beverages, 2002-07
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Market Segmentation
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- Figure 9: Sales of organic beverages market, segmented by type, 2005 and 2007
- Organic non-dairy beverages
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- Figure 10: Sales of organic non-dairy beverages, at current and constant prices, 2002-07
- Organic dairy beverages
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- Figure 11: Sales of organic dairy beverages, 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 12: Manufacturer sales of organic food and drink in the U.S., 2004/05 and 2006/07
- Organic non-dairy beverages
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- Figure 13: Brand sales of organic non-dairy beverages in the U.S., 2005 and 2007
- Organic dairy beverages
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- Figure 14: Brand sales of organic dairy beverages in the U.S., 2005 and 2007
Retail Distribution
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- Introduction
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- Figure 15: U.S. retail sales of organic beverages*, by channel, 2005 and 2007
- FDM
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- Figure 16: U.S. FDM sales of organic beverages*, at current and constant prices, 2004-07
- Natural food stores
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- Figure 17: U.S. natural food store* sales of organic beverages, at current and constant prices, 2004-07
The Consumer: Purchase of Organic Products
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- Summary
- Purchase of organic products
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- Figure 18: 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 19: Frequency of purchase of organic food and drink, by age, July 2007
- Where organic products are purchased
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- Figure 20: Purchase venues for organic foods and beverages, 2006 and 2007
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- Figure 21: Purchase venues for organic foods and beverages, by age, July 2007
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- Figure 22: 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 23: Purchase of organic food at farmers’ markets and co-ops, by income, July 2007
- Types of organic drinks purchased in past year
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- Figure 24: Types of organic beverages purchased in past year, by age, July 2007
- Branded vs. store-branded organic beverages
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- Figure 25: Branded and store-branded organic beverages purchased, 2006 and 2007
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- Figure 26: Branded and store-branded organic beverages purchased, by age, July 2007
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- Figure 27: Branded and store-branded organic beverages purchased, by income, July 2007
The Consumer: Attitudes Towards Organic Products
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- Summary
- Opinions about genetically modified foods
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- Figure 28: Concern about genetic modification of food, by age, 2006 and 2007
- Opinions about organic food and drink
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- Figure 29: Opinions about organic food and drink, 2006 and 2007
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- Figure 30: Opinions about organic food and drink, by age, July 2007
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- Figure 31: 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 32: Opinions about price and availability of organic food and drink, by age, July 2006
- What respondents look for when purchasing organic beverages
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- Figure 33: Criteria for purchasing organic beverages, July 2007
- Motivations for trying new beverages
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- Figure 34: Motivations for trying new organic beverages, 2006 and 2007
Forecast
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- Market forecast
- Organic beverages
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- Figure 35: Forecast of total U.S. retail sales of organic beverages, at current and constant prices, 2007-12
- Forecast factors
Appendix: Trade Associations
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