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Kosher Foods - US - January 2009

The kosher food market in the United States includes both "ethnic kosher/traditional kosher" products such as matzoh and "mainstream kosher" products-processed foods that have received kosher certification, but are in no other way identified with a religious kosher market. Sales in the kosher market are primarily reliant on the latter. Many large CPG manufacturers have sought kosher certification for their products and some of the biggest selling foods in the U.S. marketplace are kosher foods (e.g. Lay's potato chips, Oreo cookies).

In this report you will learn:

  • The overall size of the kosher market and the factors that have contributed to sales growth or decline

  • How competition from natural and organic products may affect sales of kosher products to those who buy kosher for reasons other than religion

  • The motivations for buying kosher products, from religion to food safety to food allergies

  • Venues for kosher food purchases

  • The habits, traditions, and restrictions of kosher food buyers

  • Opinions about kosher food and the kosher food market, from those who buy kosher foods and from those who do not make such purchases

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Table of contents

  1. 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

                                                                                                                            Companies Covered

                                                                                                                            • Coca-Cola Company (The) (USA)
                                                                                                                            • Food Allergy & Anaphylaxis Network (FAAN)
                                                                                                                            • Food and Drug Administration
                                                                                                                            • Greenfield Online
                                                                                                                            • Islamic Food and Nutrition Council of America
                                                                                                                            • Islamic Society of North America
                                                                                                                            • PepsiCo Inc
                                                                                                                            • Trader Joe's Company Inc
                                                                                                                            • U.S. Department of Agriculture
                                                                                                                            • Walmart Stores (USA)
                                                                                                                            • YouTube, Inc.

                                                                                                                            Kosher Foods - US - January 2009

                                                                                                                            £3,174.67 (Excl.Tax)