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Natural and Organic Food and Beverage: The Consumer - US - November 2011

The $18.9 billion natural and organic food and beverage (NOFB) market, which has shown strong growth through the economic downturn, offers great opportunities for producers and marketers who understand what the consumer wants from NOFB.

This report, a companion to Mintel’s Natural and Organic Food and Beverages—The Market—U.S., October 2011, offers an up-close look at today’s NOFB consumer. The report primarily features Mintel’s exclusive consumer research together with data from a wide range of outside sources, offering new insights into how consumers think about NOFB and how this shapes consumer and market behavior.

Core themes examined in this report include:

  • Current trends in NOFB usage, including the effects of the economic downturn on consumer purchasing habits
  • Which specific consumer groups are most important to the NOFB marketplace, and how factors like age, race, household income and presence of children in the household shape NOFB consumption patterns
  • Which NOFB categories are most important to consumers, which categories are gaining or losing popularity, and how marketers can take advantage of current market trends
  • Where and how today’s consumers shop for NOFB
  • What motivates consumers to buy NOFB and what barriers stand in the way of increased usage
  • How consumer attitudes toward the terms “natural” and “organic” are changing, and how marketers can better maintain consumer trust in NOFB products

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Overview
                      • Half of NOFB consumers cutting back or trading down
                        • Young families important part of NOFB consumer base
                          • NOFB category purchase behavior
                            • Parents, affluents more likely to choose organic dairy, meat, and seafood
                              • Lower-income NOFB shoppers look for pantry staples in natural category
                                • Organic beverage penetration highest among parents
                                  • NOFB consumers shop in a variety of outlets for these goods
                                    • Health concerns motivate most NOFB shoppers
                                      • Asians and Hispanics lead in NOFB purchasing, especially for organics
                                      • Insights and Opportunities

                                        • (Re)building NOFB consumer base means establishing clear definitions
                                          • Value key for middle-income families
                                            • NOFB consumers ideal targets for new media
                                            • Inspire Insights

                                                • Trend: Moral Brands
                                                  • Trend: Men Shopping Badly
                                                  • Marketing Strategies

                                                      • Overview
                                                        • Kashi connects with fitness and healthy kids
                                                          • Figure 1: Kashi Go Lean At the Races, 2011
                                                          • Figure 2: Kashi Snacks and Cereals Soccer Mom, 2011
                                                        • Silk soy milk wins the Heartland
                                                          • Figure 3: Silk Soy Milk in Wisconsin television ad, 2011
                                                        • Stonyfield YoBaby
                                                          • Figure 4: Stonyfield YoBaby, This Little Star of Mine television ad, 2011
                                                      • Trust and Awareness of Standards

                                                        • Key points
                                                          • Confusion rampant
                                                            • Figure 5: Trust and standards awareness, August 2011
                                                          • Awareness and trust on a downward trend
                                                            • Figure 6: Trust and standards awareness, September 2009-August 2011
                                                          • Women more up to speed
                                                            • Figure 7: Trust and standards awareness, by gender, August 2011
                                                          • Younger adults, households with kids more certain in their opinions
                                                            • Figure 8: Trust and standards awareness, by age, August 2011
                                                            • Figure 9: Trust and standards awareness, by presence of children, August 2011
                                                        • Trends in NOFB Usage

                                                          • Key points
                                                            • Penetration down considerably from 2009
                                                              • Figure 10: Household usage of NOFB, September 2009 and August 2011
                                                            • Usage shifts
                                                              • Figure 11: Usage shifts, by household income, August 2011
                                                              • Figure 12: Usage shifts, by presence of children, August 2011
                                                          • Household Usage by Demographic

                                                            • Key points
                                                              • Younger adults and households with kids buy NOFB
                                                                • Figure 13: Household usage of NOFB, by age, August 2011
                                                                • Figure 14: Household usage of NOFB, by presence of children, August 2011
                                                              • Culling middle-income purchasers
                                                                • Figure 15: Household usage of NOFB, by household income, August 2011
                                                              • Online media may carry more punch
                                                                • Figure 16: Household usage of organic food, February 2010-March 2011
                                                            • Category Usage—Overview

                                                                • Key points
                                                                  • Overview
                                                                    • Food
                                                                      • Figure 17: Household usage of natural and organic food, August 2011
                                                                      • Figure 18: Household usage of other natural and organic grains, condiments, baked goods, and other items, August 2011
                                                                    • Beverages
                                                                      • Figure 19: Household usage of natural and organic beverages, August 2011
                                                                  • Usage—Dairy, Meat, and Frozen Food

                                                                    • Key points
                                                                      • Natural: the poor man’s organic
                                                                        • Figure 20: Household usage of natural dairy, meat, and frozen food, by household income, August 2011
                                                                        • Figure 21: Household usage of organic meat, dairy and frozen food, by household income, August 2011
                                                                      • Organic food by age and presence of children
                                                                        • Figure 22: Household usage of organic meat, dairy, and frozen food, by age, August 2011
                                                                        • Figure 23: Household usage of organic dairy, meat and frozen food, by presence of children, August 2011
                                                                    • Usage—Grains, Condiments, Baked Goods, and Other Items

                                                                      • Key points
                                                                        • Consistent trends by household income
                                                                          • Figure 24: Use of natural grains, condiments, baked goods, and other items, by household income, August 2011
                                                                          • Figure 25: Use of other organic grains, condiments, baked goods, and other items, by household income, August 2011
                                                                        • Use of organics by age and presence of children
                                                                          • Figure 26: Use of other natural grains, condiments, baked goods, and other items, by age, August 2011
                                                                          • Figure 27: Household use of other organic grains, condiments, baked goods, and other items, by presence of children, August 2011
                                                                      • Usage—Beverages

                                                                        • Key points
                                                                          • Purchase behavior by age mirrors larger beverage category as a whole
                                                                            • Figure 28: Household usage of natural beverages, by age, August 2011
                                                                            • Figure 29: Household usage of organic beverages, by age, August 2011
                                                                          • Organic for the well-to-do, natural for lower-income
                                                                            • Figure 30: Household usage of natural beverages, by household income, August 2011
                                                                            • Figure 31: Household usage of organic beverages, by household income, August 2011
                                                                          • Presence of children and purchase of organic beverages
                                                                            • Figure 32: Household usage of organic beverages, by presence of children, August 2011
                                                                        • Outlets Where Consumers Buy NOFB

                                                                          • Key points
                                                                            • Walmart leads
                                                                                • Figure 33: Where shoppers buy NOFB, by age, August 2011
                                                                                • Figure 34: Where shoppers buy NOFB, by household income, August 2011
                                                                                • Figure 35: Where shoppers buy NOFB, by presence of children, August 2011
                                                                                • Figure 36: Where shoppers buy NOFB, by region, August 2011
                                                                            • Why Consumers Use NOFB

                                                                              • Key points
                                                                                • Personal and family health trumps environmental concern
                                                                                    • Figure 37: Why consumers use NOFB, by gender, August 2011
                                                                                    • Figure 38: Why consumers use NOFB, by age, August 2011
                                                                                    • Figure 39: Why consumers use NOFB, by household income, August 2011
                                                                                • Impact of Race/Hispanic Origin

                                                                                  • Key points
                                                                                    • Hispanics, Asians more certain about their opinions
                                                                                      • Figure 40: Trust and standards awareness, by race/Hispanic origin, August 2011
                                                                                    • Asians and the role of education
                                                                                      • Figure 41: Usage of NOFB, by race/Hispanic origin, August 2011
                                                                                    • Blacks take natural over organic, Hispanics opt for both
                                                                                      • Figure 42: Purchase of natural dairy, meat, and frozen food, by race/Hispanic origin, August 2011
                                                                                      • Figure 43: Purchase of organic dairy, meat, and frozen food, by race/Hispanic origin, August 2011
                                                                                    • Minorities overindex with natural kitchen staple usage
                                                                                      • Figure 44: Purchase of other natural grains, condiments, baked goods, and other items, by race/Hispanic origin, August 2011
                                                                                      • Figure 45: Use of other organic grains, condiments, baked goods, and other items, by race/Hispanic origin, August 2011
                                                                                    • Beverages: natural vs. organic
                                                                                      • Figure 46: Household usage of natural beverages, by race/Hispanic origin, August 2011
                                                                                      • Figure 47: Household usage of organic beverages, by race/Hispanic origin, August 2011
                                                                                  • Custom Consumer Groups

                                                                                    • Key points
                                                                                      • College-educated consumers better informed
                                                                                        • Figure 48: Trust and standards awareness, by education, August 2011
                                                                                      • Environmental and industry concerns more prominent for collegiates
                                                                                          • Figure 49: Why consumers use NOFB, by educational attainment, August 2011
                                                                                        • Perception of brands as moral entities draws college crowd
                                                                                            • Figure 50: Purchase locations, by educational attainment, August 2011
                                                                                        • Appendix—Other Useful Consumer Tables

                                                                                          • Shopping role in household
                                                                                            • Figure 51: Shopping role in household, by gender, August 2011
                                                                                            • Figure 52: Shopping role in household, by age, August 2011
                                                                                            • Figure 53: Shopping role in household, by household income, August 2011
                                                                                          • Other consumer tables
                                                                                            • Figure 54: Trust and standards awareness, by household income, August 2011
                                                                                            • Figure 55: Household usage of natural food, by age, August 2011
                                                                                            • Figure 56: Household usage of natural food, by presence of children, August 2011
                                                                                            • Figure 57: Household use of other natural grains, condiments, baked goods, and other items, by presence of children, August 2011
                                                                                            • Figure 58: Household use of other natural grains, condiments, baked goods, and other items, by age, August 2011
                                                                                            • Figure 59: Household usage of natural beverages, by presence of children, August 2011
                                                                                            • Figure 60: Usage shifts, September 2009 and August 2011
                                                                                            • Figure 61: Usage shifts, by gender, August 2011
                                                                                            • Figure 62: Usage shifts, by age, August 2011
                                                                                            • Figure 63: Usage shifts, by race/Hispanic origin, August 2011
                                                                                            • Figure 64: Usage shifts, by education, August 2011
                                                                                            • Figure 65: Why consumers use NOFB, by presence of children, August 2011
                                                                                            • Figure 66: Why consumers use NOFB, by race/Hispanic origin, August 2011
                                                                                            • Figure 67: Where shoppers buy NOFB, by gender, August 2011
                                                                                            • Figure 68: Where shoppers buy NOFB, by race/Hispanic origin, August 2011
                                                                                        • Appendix—Trade Associations

                                                                                          Companies Covered

                                                                                          • American Institute of Food Distribution
                                                                                          • American Nutraceutical Association (ANA)
                                                                                          • Annie's Homegrown Inc.
                                                                                          • Coca-Cola Company (The) (USA)
                                                                                          • Community Alliance with Family Farmers
                                                                                          • Costco Wholesale Corporation
                                                                                          • Dean Foods Company
                                                                                          • Facebook, Inc.
                                                                                          • Food and Drug Administration
                                                                                          • Food Institute
                                                                                          • Food Marketing Institute
                                                                                          • Grocery Manufacturers Association (GMA)
                                                                                          • International Federation of Organic Agricultural Movements
                                                                                          • International Food Information Council Foundation (IFIC)
                                                                                          • Kashi Co. Inc.
                                                                                          • Natural Products Association
                                                                                          • Nature's Path Foods Inc
                                                                                          • Organic Consumers Association
                                                                                          • Organic Trade Association
                                                                                          • Pepsi-Cola North America
                                                                                          • SAM's Club
                                                                                          • Stonyfield Farm
                                                                                          • Target Corporation
                                                                                          • The Kroger Co.
                                                                                          • Trader Joe's Company Inc
                                                                                          • Twitter, Inc.
                                                                                          • U.S. Bureau of Labor Statistics
                                                                                          • U.S. Department of Agriculture
                                                                                          • Walmart Stores (USA)
                                                                                          • Whole Foods Market Inc
                                                                                          • YouTube, Inc.

                                                                                          Natural and Organic Food and Beverage: The Consumer - US - November 2011

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