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1 ©2006 Mintel Group. All rights reserved. Carla Ogeia GNPD Consultant - Mintel Custom Solutions 17th May 2006 Organics Market Intelligence
2 ©2006 Mintel Group. All rights reserved. Today’s presentation Market drivers Market size Market segmentation Consumer typologies Supply & distribution New claims Advertising & promotion Main trends New product introductions The future
3 ©2006 Mintel Group. All rights reserved. Market drivers Heightened consumer interest in healthy eating and nutrition = consumers more receptive to the organic movement Government support for organic expansion (Organic Entry Level Stewardship Payments) Increased emphasis on local/domestic produce - greater awareness of food miles Further promotion of an organic lifestyle beyond food & drink: e.g. clothing, toiletries Close association between organic and fair trade (growing by 50% year on year)
4 ©2006 Mintel Group. All rights reserved. Market Size the market increased by 74% A further 12% growth is expected in 2005 Fruit & vegetables account for 38% of sales Sales growth in most categories growing faster than non-organic counterparts Source: Mintel
5 ©2006 Mintel Group. All rights reserved. Market Segmentation Dairy overtakes prepared foods in 2005 Organic poultry enjoys growth impetus In growth terms the overall market is closely aligned with the organic fruit & veg sector Source: Mintel
6 ©2006 Mintel Group. All rights reserved. Consumer Typologies Reticents: more men than women, under 35s, AB/ABC1 families with kids aged Read broadsheets and use the Internet. Taste is important, they will pay a premium, but need convincing why they should buy organic. Dismissives: Retired DEs. Read popular tabloids and watch TV 5+ hours/day. View organic as overpriced, high level of disinterest. Price Deterred: ABC1 families. Target via mid-market tabloids and in-store promotions. Too expensive- would buy more if cheaper – need to understand difference between organic and ‘natural’. Fans: more women than men, 55-64s, ABs. Target via broadsheets and women’s lifestyle magazines. Health is a priority but superior taste and food safety is also important. Lack of availability biggest deterrent. Safers: ABC1 families with young children or third agers. Target via mid- market tabloids and broadsheets. Costs are a key consideration although this group will turn to organic produce when food safety issues are under scrutiny eg BSE.
7 ©2006 Mintel Group. All rights reserved. Supply In the UK, by April 2004, around 3.7% of total agricultural land were fully organic, representing an increase of 37.4% from April 2002 Under-supply in certain areas (i.e. dairy), increased dependence on imported goods The number of licensed organic food processors increased by around 1% between April 2003 and 2004 Sectors such as vegetables, fruit and meat are highly fragmented; while others such as dairy and eggs are dominated by a small number of large suppliers The involvement of large companies has had a positive impact on the market, as they can more easily gain listings with the major multiples and have larger advertising and promotional budgets The leading retailers also play a significant role, both with their own organic ranges, and in their levels of commitment to the organic movement as a whole
8 ©2006 Mintel Group. All rights reserved. Distribution multiples’ share shows slight decline Committed organic consumers switching to farmers markets and organic box schemes? Concern over food miles Source: Mintel
9 ©2006 Mintel Group. All rights reserved. Organic claims In May 2005, Committee of Advertising Practice approves 22 organic claims for use in the promotion of organic produce: –“No system of farming has higher levels of animal welfare standards than organic farms working to Soil Association standards” –“No food has higher amounts of beneficial minerals, essential amino acids and vitamins than organic food” –“The best method of reducing exposure to potentially harmful pesticides would be to consume organically grown food, where their use is avoided” –“Eating organic food allows people to avoid hydrogenated fats completely”
10 ©2006 Mintel Group. All rights reserved. Advertising expenditure Above-the-line spend stood at less than £1.8m in less than 0.2% sales Two-thirds invested in press media Yeo Valley tops tables in 2004, followed by Cow and Gate, and Unilever’s Go Organic Source: Nielsen Media Research//Mintel
11 ©2006 Mintel Group. All rights reserved. Main trends - Organic food & drink (UK)
12 ©2006 Mintel Group. All rights reserved. New product introductions - milk & juices Welch Foods’ Organic 100% Concord Grape Juice, USA A Dohrn & A Timm’s Bioness Organic Vegetable Juice with Sea Salt, Germany Yeo Valley Organic Fresh Skimmed Milk, UK
13 ©2006 Mintel Group. All rights reserved. New product introductions - alcoholic beverages Mack & Schühle’s Bio Inzolia, organic white wine from Sicily with 12% ABV, Germany Neumarkter Lammsbräu Weisse, organic alcohol free wheat beer, Germany
14 ©2006 Mintel Group. All rights reserved. New product introductions - lunchbox treats Lyme Regis Foods’ Kidz Organic Fruit Bar, said to have 70% more fruit than before, and be free from added sugar, preservatives, wheat, gluten and dairy, UK Organix’s Goodies, Organic Fruit Dippers said to be ideal for lunchboxes, containing no added sugar, UK
15 ©2006 Mintel Group. All rights reserved. New product introductions - kids’ meals Annie’s Homegrown Mac & Cheese, made with organic pasta, USA Hipp Biologico Taan Grande, organic prepared meal, Spain Hipp Organic Toddler Meal range, including Spaghetti Bolognese, UK
16 ©2006 Mintel Group. All rights reserved. New product introductions - other Del Monte Foods’ Organic Vegetables range, including Whole Kernel Corn and Sweet Peas, USA Sainsbury’s So Organic Spaghetti, said to have a low GI, UK
17 ©2006 Mintel Group. All rights reserved. New product introductions - yogurts Rachel’s Dairy organic bio-live Wicked Wholemilk yogurts, with indulgent flavours, UK Pur Natur’s Omega 3 Yogurts, organic natural yogurts enriched with omega 3, Spain
18 ©2006 Mintel Group. All rights reserved. New product introductions - snacks Kettle Chips’ Organic potato crisps, with sea salt and crushed black peppercorn, UK
19 ©2006 Mintel Group. All rights reserved. New product introductions - bath & shower Fresh Body Market’s Strawberry Milk Bath, made with organic coconut milk, USA Matron Products’ Bio Handwash Gel, said to kill MRSA, MSSA, salmonella, E.coli and streptococcus, formulated with organic aloe vera, UK and Ireland Harbor’s Oliva Cosmesi, a range of body & bath products formulated with organic olive oil, including shampoo, bath foam, soap and body lotion, Italy
20 ©2006 Mintel Group. All rights reserved. New product introductions - personal care Primavera’s Aromatherapy Prima Naturelle fragrance range, made from plant based organic ingredients, UK Original Additions’ Wax Away, mini wax strips formulated with organic lavender, UK
21 ©2006 Mintel Group. All rights reserved. New product introductions - dog food Yarrah Organic Pet Products’ Organic Dog Food, said to be 100% organic, UK
22 ©2006 Mintel Group. All rights reserved. The Future Advertising and promotion should become more clear and consistent, with the new approved claims Ethical and food safety issues remain important but mainstream trends such as healthy eating, premiumisation and convenience will influence NPD and product positioning The market is wide open for new entrants; innovation in NPD is coming from the pre-packaged/prepared foods sector, which appeals to the convenience-driven consumer Locally sourced produce is becoming more high profile Natural or “free-from” products are to some extent clouding the issue; as are varying levels of organic status (organic and all natural/organic and free-from) The industry needs to decide whether it wants to be associated with this end of the spectrum or to stand apart In-store location is critical: more than half of UK consumers don’t seek out organic foods, so don’t merchandise them in isolation!
23 ©2006 Mintel Group. All rights reserved. Carla Ogeia Consultant, GNPD Custom Solutions Presented by:
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