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市場調査レポート

オーガニック産業の成長:ブランド成功戦略 (2015年)

Growing the Organic Industry, Strategies for Brand Success - 2015

発行 Natural Marketing Institute 商品コード 345391
出版日 ページ情報 英文 155 Pages
納期: 即日から翌営業日
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オーガニック産業の成長:ブランド成功戦略 (2015年) Growing the Organic Industry, Strategies for Brand Success - 2015
出版日: 2015年02月10日 ページ情報: 英文 155 Pages
概要

現在では消費者10人中7人は何らかのオーガニック製品を利用しており、オーガニック製品利用の動向は少しずつ上向きになっています。2013年、米国ではオーガニック製品の売上が350億ドルを超える規模に達し、売上全体の92%は食品・飲料という結果となりました。

当レポートでは、世界および米国のオーガニック産業の成長について調査し、オーガニック産業の成長推進因子・阻害因子の分析、オーガニック食品・飲料の市場投入の動向、オーガニック製品ユーザーの購買行動、ユーザープロファイルの分析とカテゴリー化、ミレニアル世代の重要性の分析、消費者によるオーガニック製品の理解度の分析、他の類似製品との混同に関する課題、オーガニック製品利用の理由・動機の分析、ラベル表示・包装の重要性などについてまとめています。

イントロダクション

エグゼクティブサマリー

概要:オーガニック産業の状況

  • オーガニック産業へのプラスの影響因子
  • オーガニック産業へのマイナスの影響因子
  • 米国の成人人口へのオーガニックの普及率
  • オーガニックラベルの成長に関する動向
  • オーガニック製品の売上:カテゴリー別内訳
  • オーガニック製品の食品全体における普及率
  • オーガニック食品・飲料の再興
  • 世界・米国の食品・飲料の新商品投入
  • 世界・米国の特定のカテゴリーでの商品投入
  • 米国・世界の5カ年成長率:オーガニックカテゴリー別
  • サマリー:世界のオーガニック製品の市場投入
  • オーガニック vs GMOフリー製品
  • オーガニック 食品・飲料カテゴリーの利用動向
  • 主要オーガニックカテゴリーの利用頻度
  • 主要オーガニックカテゴリーを用いる時間
  • クロスカテゴリーの利用
  • 成長動向:カテゴリー別
  • 将来の産業動向、など

NMIのオーガニック区分

  • 主要区分の要点
  • 区分別の概要
  • DEVOTEDS (熱心なユーザー)
  • TEMPERATES (控えめに利用するユーザー)
  • DABBLERS (初心者ユーザー)
  • RELUCTANTS (消極的ユーザー)
  • オーガニック製品利用の動向:区分別
  • オーガニック食品・飲料の利用
  • パーソナルヘルス・健全な環境へのコミットメント
  • DEVOTEDS (熱心なユーザー) とヘルシーなライフスタイル
  • TEMPERATES (控えめに利用するユーザー) のコミットメントと混乱
  • DABBLERS (初心者ユーザー) の態度
  • RELUCTANTS (消極的ユーザー) と健康的食習慣
  • 特定層のターゲット化
  • 人口統計プロファイル、など

オーガニック製品ユーザーの定義

  • 要点
  • オーガニック製品ユーザーの人口統計上の変化
  • 新規ユーザー vs 長期ユーザー
  • オーガニック製品への動機:新規ユーザー vs 長期ユーザー
  • 健康への姿勢:新規ユーザー vs 長期ユーザー
  • オーガニックの理解度:新規ユーザー vs 長期ユーザー
  • オーガニック製品ユーザーのライフスタイルの特徴、など

ミレニアル世代の獲得

  • 要点
  • ミレニアル世代のオーガニック製品ユーザーの拡大
  • ミレニアル世代の獲得の重要性
  • ミレニアル世代によるオーガニック製品の利用
  • ミレニアル世代と健康的な食習慣
  • ミレニアル世代と環境的動機、など

オーガニックへの理解と誤解

  • 要点
  • オーガニックの定義:消費者の混乱
  • 自然派&オーガニック食品・飲料の利用
  • 自然派&オーガニック製品の混同
  • 自然派/オーガニックの混同の影響
  • オーガニック関連の規制の不足
  • 健康的な食品の認識
  • オーガニックの属性:重要性、など

オーガニック製品利用への道程

  • 要点
  • 初回利用のポジティブトリガーとネガティブトリガー
  • ヘルシーライフスタイルを維持する方法
  • ラベル表示の読み取りとヘルシーな食習慣
  • 農薬に関する懸念
  • オーガニック食品・飲料のメリットと考えられている点
  • オーガニック製品・自然派製品に利用を始める理由
  • 世帯における子供の影響
  • オーガニック製品利用のきっかけ、など

GMO製品:重要性と懸念の浮上

  • 要点
  • GMOの問題への理解
  • 「本物」の食品を望む声
  • GMOと恐れの度合い
  • 問題の可視性
  • オーガニック志向のきっかけとしてのGMO回避
  • 重要性の比較:非GMO製品・オーガニック製品・自然派製品
  • 購入行動におけるGMOの影響
  • 情報の不足の影響、など

オーガニック製品のリーチを拡大するストアブランド

  • 要点
  • オーガニックストアブランドの利用動向
  • オーガニックストアブランドの利用:ユーザー別
  • オーガニックカテゴリーの利用、など

オーガニック製品の購入:推進因子・阻害因子

  • 要点
  • USDAオーガニックシールの重要性
  • 各種シールの認知度・理解度
  • USDAオーガニックシールの購買行動への影響
  • パッケージの表示内容の重要性
  • オーガニック製品購入の理由・きっかけ
  • 環境に配慮した包装への好み
  • 企業の環境への取り組み:オーガニック製品の購買行動への影響
  • CSRの取り組みに関する好みの情報元
  • オーガニック製品購入の障壁
  • パーソナルコストとメリット、など

Nielsenによるカテゴリー分析の概要

  • サマリー
  • Nielsenの主な指標の定義
  • オーガニック製品カテゴリーの普及率:区分別
  • 主要カテゴリー:市場規模・世界普及率
  • 市場機会の分析、など
目次

Summary

Almost seven in ten consumers use some type of organic product, a trend that has been moving steadily upward over the past 9 years. In the U.S., organic product sales reached over $35B in 2013 with organic foods and beverages representing 92% of those sales. In fact, organic food accounts for almost 5% of all U.S. food sales. And while the recession had an impact on organic food and beverage use, it is now rebounding after a post-recession flattening and all indications point to further future growth.

Who is using organic?

NMI's organic segmentation model breaks down consumers by differing levels of usage and commitment. There has been success in this area as the past eight years show a migration toward the more committed segments.

There is a trended increase in Millennials entering the category that represents an important development for the industry as it suggests potential longevity and future expansion.

Organic Users' lifestyle characteristics reveal a very active, community-involved, highly influential, and information-seeking consumer group. Almost four in ten are ‘new' (past year) Organic Users.

What motivates consumers to choose organic?

It is a complex combination of both positive drivers and avoidance, some of which include: a craving to eat healthy, a desire to avoid negative ingredients (primarily pesticides, hormones, GMOs), a mistrust of the food chain and manufacturers, a wish to promote a sustainable and safer environment, and having a child in the household.

The ‘healthy factor' is a key component of organics. Challenges for organic packaged goods exist, as processed foods with many ingredients are inherently viewed as less healthy, whether they are organic or not.

Despite positive growth in the industry and obvious efforts to market and communicate, confusion still abounds. Many don't know what the characteristics or regulations of organics are, they are unclear about the benefits, or they easily confuse it with natural.

The future of the organic industry is optimistic with prospects for bringing more consumers into the fold and embracing organics with greater commitment. There is an opportunity to inform consumers, thus affecting what they think. In addition, there is opportunity to facilitate action which enables feelings of peace of mind, power over making healthier choices and progress toward personal and planetary improvements.

Data Source: NMI's Health And Wellness Trends Database

  • Most comprehensive data available on health and wellness; based on attitudes, behavior and product usage within the world of health and wellness
  • Annual consumer research among U.S. general population adults and primary grocery shopper
  • Currently 16 years of trended data: 1999 through 2014, inclusive; a total of 50,000+ consumers in the database
  • Nationally representative sample of the U. S. population statistically valid at 95% confidence level to +/- 1.2%
  • This fourth-quarter 2014 survey was conducted on-line among 3,000+ general population consumers; primary grocery shoppers are also identified
  • Conducted via on-line methodology

Data Source: NMI's Lifestyles Of Health And Sustainability (LOHAS) Database

  • Quantifies the size of the consumer market for environmentally and socially responsible products and services
  • Measures the importance of environment and societal issues as well as corporate social responsibility
  • Explores environmentally conscious behavior
  • Determines consumer usage of LOHAS products and services
  • Annual tracking study in U.S. since 2002 and globally since 2005
  • Online methodology
  • 4,000+ U.S. adults in 2014, nationally projectable to the U.S. adult population and accurate at the 95% confidence level to +/- 2%
  • 90,000+ total global adults in database

Methodology Overview

In 2014, NMI conducted an in-depth, multi-phase project to delve into the state of the organic industry. This report is a compilation of all phases of this study in one comprehensive source for all things organic.

1) NMI Database analysis for general population and Organic Segment insights - over 7000 interviews!

  • Target consumer profiling as well as attitudinal and behavioral metrics gleaned from NMI's Health and Wellness Trends Data (HWTD) (n=3000+) and NMI's Lifestyles of Health and Sustainability (LOHAS) database (n=4000+). Both databases are detailed on the next pages.

2) Nielsen HomeScan organic segment insight - analysis of 50,000+ households

  • NMI's Organic Segments overlaid with Nielsen HomeScan data provide segment contribution to volume and frequency across categories, identification of opportunistic categories and need states within organic.
  • Overviews are provided herein; more detailed analysis on over 40 specific organic food and beverage categories is available.

3) Consumer qualitative peer groups - 4 cities, 30+ hours of interviews

  • Peer-to-peer in-home focus groups were conducted across demographic and psychographic groups to explore actual consumer emotions and behavior within organic categories and delve into barriers to usage. Detailed methodology is provided in the next pages.

4) Video Library of Insight

  • A searchable video library of insights from these peer groups is available. Over 30 hours of video and transcription allows for searching by topic, key word, or segment to provide more in-depth ‘color' and detail to your analysis.

Table of Contents

Methodology

Introduction

Executive Summary

Overview: State of the Organic Industry

  • Positive Issues Impacting the Organic Industry
  • Negative Issues Impacting the Organic Industry
  • Organic Penetration Among the U.S. Adult Population
  • Dollar Trends in Growth of Organic Labels
  • Category Breakdown of Organic Product Sales
  • Organic Penetration of Total Food Sales
  • Rebounding Growth of Organic Foods & Beverages
  • Global and U.S. Total Food & Beverage Introductions
  • Global and U.S. Specific Category Introductions
  • Five Year Growth by Organic Categories, U.S. and Global
  • Summary of Global Organic Introductions
  • Organic vs. GMO-Free Product Launches in the U.S.
  • Usage Trends of Organic Food & Beverage Categories
  • Frequency of Use for Key Organic Categories
  • Length of Time Using Key Organic Categories
  • Cross Category Usage
  • Dollar Growth by Category
  • Future Industry Trends

NMI's Organic Segmentation

  • Key Segmentation Takeaways
  • Segmentation Snapshot
  • DEVOTEDS At A Glance
  • TEMPERATES At A Glance
  • DABBLERS At A Glance
  • RELUCTANTS At A Glance
  • Segment Migration Over Time
  • Trended Organic Usage by Segment
  • Organic Food & Beverage Category Usage by Segment
  • Commitment to Personal and Environmental Health
  • DEVOTEDS and a Healthy Lifestyle
  • Questions from DEVOTEDS
  • TEMPERATES' Commitment and Confusion
  • Questions from TEMPERATES
  • DABBLERS' Attitudes
  • RELUCTANTS and Healthy Eating
  • Specific Targeting for DEVOTEDS, TEMPERATES, DABBLERS
  • Demographic Profile of Segments

Defining the Organic User

  • Key Takeaways about Defining the Organic User
  • How the Organic User is Changing Demographically
  • Segment Membership by Generation
  • Segment Composition of Organic Users vs. GP
  • Organic Spending vs. Buying Households by Segment
  • New vs. Long-Term Organic Users
  • Drivers to Organic: New vs. Long-Term Users
  • Health Orientation of New vs. Long-Term Users
  • Understanding of Organics - New vs. Long-Term Users
  • Lifestyle Characteristics of the Organic User

Capturing the Millennials

  • Key Takeaways from the Millennial Organic Users
  • Growth Among Millennial Organic Users
  • Importance of Capturing the Millennials
  • Organic Category Usage Among Millennials
  • Millennials and Healthy Eating
  • Impact of Corporate Environmental Involvement on Millennials' Buying Behavior
  • Millennials and Environmental Motivations

Organic (Mis)Understanding

  • Key Takeaways of Consumer Understanding of Organics
  • Consumer Confusion With Organic Definition
  • Trended Usage of Natural and Organic Food & Beverages
  • Confusion Between Natural and Organic
  • Impact of the Natural/Organic Confusion
  • Lack of Organic Regulations
  • Trended Understanding Regulated Organic Attributes
  • Perception of Healthy Food on a Continuum
  • Importance of Organic Attributes, Trended
  • Importance of Organic Attributes, by Segment
  • Continuum of ‘Healthy' Organic Foods
  • What is the ‘Healthiest' Organic Food?
  • Perception of Healthy as Related to ‘Close to Nature'
  • Thoughts About Processed Organic Food
  • Keeping Organic Relevant
  • Importance of Organic Messaging

Pathways to Organic Use

  • Key Takeaways About Organic Motivations
  • Positive and Negative Triggers to Initial Use
  • Methods of Maintaining a Healthy Lifestyle
  • Label Reading and Eating Healthy Foods
  • Segments and Label Checking
  • Trended Monitoring of Specific Items on Labels
  • Concerns About Pesticides
  • Perceived Benefits of Organic Foods & Beverages
  • Perceived Benefits of Organics, by Segment
  • Is Organic Considered Healthier than Natural?
  • Reasons for Initiating Use of Organics vs. Naturals
  • Motivations to Start Using Organic Dairy Milk
  • Impact of a Child in Household
  • Motivations of New Users vs. Long-Term Users
  • Reasons for First Using Organics by Segment
  • Importance of an Offensive Posture

GMO's: A Rise in Importance and Concern

  • Key Takeaways as GMOs Relate to Organics
  • Understanding the GMO Issues
  • Desire for ‘Real' Food
  • GMOs and a Degree of Fear
  • Visibility of the Issue
  • GMO Avoidance as a Pathway to Organic
  • Trended Concern About GMOs
  • Comparative Importance of Non-GMO, Organic and Natural
  • Impact of GMOs on Purchase Behavior
  • Not All Perceptions Are Negative
  • Impact of Lack of Information

Store Brands Broaden Organics' Reach

  • Key Takeaways of Store Brands' Impact
  • Trended Usage of Organic Store Brands
  • Organic Store Brand Usage by Organic Category Users
  • Organic Category Usage by Segment
  • U.S. Organic Store Brand Launches in Past 15 Years

Organic Purchase Drivers and Barriers

  • Key Takeaways of Drivers and Barriers
  • Consumers Reveal Multiple Opportunities for Drivers
  • Importance of the USDA Organic Seal
  • Impact of Not Using or Explaining the Organic Seal
  • Recognition and Understanding of Various Seals
  • Trended Recognition and Understanding of USDA Organic Seal
  • Recognition and Understanding of USDA Organic Seal by Demographic
  • Impact of USDA Organic Seal on Purchase Behavior, Total
  • Impact of USDA Organic Seal on Purchase Behavior by Consumer Groups
  • Acceptance of Less Than 100% Organic Content
  • Perceptions of ‘Premium' as it Relates to Organic
  • Importance of What is Stated on a Package
  • Sources of Influence for Organic Purchases
  • Preferences for Environmentally-Friendly Packaging
  • Pros and Cons of Organic ‘Snapshots'
  • Impact of Corporate Environmental Efforts on Organic Purchasing Behavior
  • Preferred Ways to Learn About Corporate Social Responsibility Efforts
  • Barriers to Organic Purchasing
  • Personal Costs vs. Personal Benefits
  • Barriers by Segment

Nielsen Category Analysis Overview

  • Summary Overview of Nielsen Methodology and Data Availability
  • Definitions of Key Nielsen Measures
  • Organic Category Penetration by Segment
  • Top Categories by Dollar Value and Household Penetration
  • Opportunities for More Detailed Category Analysis
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