IntroductionNatural & Fresh Food & Drinks tracks the widespread take-up of the healthy eating trend, its active adoption by two-thirds of all consumers and how this has in turn created the large, fast-growing market for natural food and drinks products.
As consumers' attitudes and beliefs evolve the report examines how the latest market developments will create winners and losers over the next five years.Scope*A unique survey of healthy eating beliefs and behaviors was conducted with 5,000 consumers across the US and Europe during June 2006*An analysis of more than 36,000 natural, organic or fresh product launches between 2000 and September 2006 was conducted on our ProductScan database*Countries covered: France, Germany, Italy, Netherlands, Spain, Sweden, UK, US, plus an analysis of relevant new product developments globally*Product categories covered: bakery & cereals, dairy food, fruit & vegetables, meat & fish, ready meals, soft drinks plus natural, organic and freshHighlightsConsumer interest in health is up around 80% of US and European consumers report that they are concerned about food and health issues and two-thirds have taken active steps to eat more healthily in the past year alone.
Eating fresh food is the key this is believed to be important by a staggering 90% of people.Increasing consumer interest in fresh food is not matched by more new product launches in fact whilst 7% of new products were marketed as fresh in 2000, this had fallen to just 4% in 2006.
But since 'fresh' can cover a number of possible consumer benefits there are many ways of developing relevant products in the future.From virtually nothing in 1980, organics accounted for 4% of new product launches in 1990 and 7% by the 2006.
This remarkable growth in product availability is of course mirrored in the sales statistics: organics in the US and Europe grew from a US$18bn (EUR15bn) market in 2000 to US$32bn (EUR25bn) in 2005.Reasons to Purchase*Consumer data - See the scale of fresh and healthy eating*NPD analysis - Spot the growth areas*Actions - Prioritize product, price and promotional activities