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市场调查报告书

美国的有机&洁净标示食品消费者

The Organic and Clean Label Food Shopper, 2nd Edition

出版商 Packaged Facts 商品编码 602335
出版日期 内容资讯 英文 170 Pages
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美国的有机&洁净标示食品消费者 The Organic and Clean Label Food Shopper, 2nd Edition
出版日期: 2019年09月04日内容资讯: 英文 170 Pages
简介

报告提供利用本有机&洁净标示食品的美国的消费者调查,有机&洁净标示食品利用的动机,资讯来源,购买地方,购买行动的特征,优先事项和偏好,各食品种类趋势,有机/洁净标示消费者的人口统计的简介等汇整资料。

摘要整理

文化的环境

  • 用语
  • 吃的食品、避开的食品相关资讯来源
  • 食品安全相关课题
  • 第三方认证
  • 禁止对动物使用抗生素的影响

消费者的产品使用趋势与意识

  • 要点
  • 整体使用趋势
  • 意识的购买
  • 意识、行动的变化
  • 企业、个人的责任

有机、洁净标示食品利用的动机

  • 要点
  • 洁净标示的各种特征的相对的重要性

市场上有机、洁净标示产品消费者

  • 要点
  • 有机、洁净标示产品消费者的购买地方与其理由
  • 优先级、喜好
  • 有机、洁净标示的影响:生鲜产品部门
  • 有机、洁净标示的影响:生肉部门
  • 有机、洁净标示的影响:乳制品
  • 有机、洁净标示的影响:食品服务 (餐廳、外带、递送)

有机/洁净标示消费者的简介:人口统计、心理变数

  • 要点
  • 人口统计
  • 心理变数
  • IFIC 2017 Food & Health Survey:Food Decision Profiles
  • Simmons Consumer Segmentations

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目录
Product Code: LA15837868

Many consumers are hesitant to place much trust in the food supply. Many fear foodborne illness outbreaks and chemical contaminants and further believe that standards for animal welfare are not upheld in agriculture. Distrust of “industrial food” has led some consumers to seek out new avenues for food, including local farmers' markets and independent shops that source locally grown produce and products from locally raised animals. However, these consumers also shop in a number of bigger stores such as supermarkets, mass merchandisers, and wholesale clubs and expect to find products that promise something different than conventionally produced food.

Producing foods that are simple and wholesome is what clean label consumers want, providing nostalgia to a different time when people were more closely involved in the methods of production. Organic consumers also tend to want these things, and they want assurances that the food they eat is produced under more stringent guidelines and is healthier than conventionally grown food.

Clean label and organic consumers make up a relatively small part of the population. However, all consumers hold similar opinions about the safety, quality, and healthfulness of foods, which leads many people to buy organic and clean label products.

Many consumers think that these product features are premium, better-for-you, and better for animals and the planet. Most consumers are also willing to pay more for such products. Expanding product availability to different neighborhoods and selling these foods in venues where they have traditionally not been available (e.g., convenience stores) are key to increasing access and awareness. As production processes change to accommodate the desire for cleaner foods, prices can drop and more consumers will be able to afford these products and purchase them regularly.

Scope:

‘The Organic and Clean Label Food Shopper, 2nd Edition’ examines the dynamics of the current organic and clean label landscape, including shifts in consumer usage rates, cross-usage, psychographics, and demographics. Organic products in the scope of this study include food and beverage products that are USDA certified organic and organic ingredients. Clean label products in the scope of this study are harder to define, as there is no established definition of “clean label”. Products focused on in this study include those with animal welfare claims, environmentally friendly claims, “free from” claims (e.g., preservatives, additives, hormones, artificial ingredients, pesticides, antibiotics, gluten), and a number of other characterizations such as grass-fed, plant-based, natural, non-GMO, and local.

The reasons for and implications of shifts in consumer perception and behavior are analyzed in the context of future market opportunities for product manufacturers as well as for retail channels (natural/specialty vs. mass/value), including private-label and internet opportunities.

Analysis draws largely on two primary sources of consumer data. The first source is the Packaged Facts National Online Consumer Survey, which includes a panel of 2,000 U.S. adults (age 18 and older) that is balanced to the national population on primary demographic measures such as age cohort, gender, geographic region, marital status, race/ethnicity, presence or absence of children in the household, and household income.

The second source of primary consumer data in this report are Simmons Reports from MRI-Simmons. On an ongoing basis, Simmons conducts booklet-based surveys of large and randomly selected samples of consumers (approximately 25,000 for each 12-month survey compilation), which, as an aggregate, are intended to represent a statistically accurate cross-section of the U.S. population.

In addition, the International Food Information Council Foundation's 2019 Food & Health Survey provided valuable insight into consumers' perspectives on the safety of the U.S. food supply and other pertinent topics.

Secondary sources consulted for this report include trade associations, environmental and animal-welfare advocacy groups, and third-party credentialing organizations, as well as trade, business, and consumer publications. The U.S. Food and Drug Administration and U.S. Department of Agriculture websites provided information on labeling and other regulations affecting organic and clean label foods.

Table of Contents

CHAPTER 1: EXECUTIVE SUMMARY

  • Expanding Availability & Lower Prices Are Key Factors to Increasing Sales of Clean Label & Organic Foods
  • What Is “Clean Label”?
  • Key Consumer Trends
    • Figure 1-1: U.S. Organic & Clean Label Food Consumer
  • Scope

CHAPTER 2: CLEAN LABEL OVERVIEW

  • HIGHLIGHTS
  • DEFINITIONS & STANDARDS
  • CLEAN LABEL
    • There Is No Established Definition of “Clean Label”
    • There Is No Hiding Behind a Clean Label
    • Many Consumers Believe Cleaner Foods Are Healthier, Tastier, Safer, and Better
    • The Term “Processed” Is Arbitrary
      • Figure 2-1: Opinions About Processed Foods (percent of consumers)
  • A Large Segment of the Population Avoids Added Sugars and Artificial Ingredients
    • Figure 2-2: Opinions About Sugar & Artificial Ingredients (percent of clean label vs. all consumers)
  • ORGANIC
  • NATURAL
  • NON-GMO
  • GRASS-FED
  • FOOD ALLERGENS
    • Figure 2-3: Most Trusted Sources for Allergy Information (percent of consumers)
  • GLUTEN-FREE
  • ANIMAL WELFARE-RELATED LABEL CLAIMS

CHAPTER 3: ORGANIC & CLEAN LABEL FOODS: OVERVIEW & MARKET TRENDS

  • HIGHLIGHTS
  • ORGANIC PENETRATION AND SALES ESTIMATES FROM DIFFERENT SOURCES
  • SPECIALTY FOOD SALES
  • GROWTH IN HOUSEHOLD USAGE OF ORGANIC FOODS
    • Table 3-1: Household Use of Organic Foods, 2014-2019 (percent of households)
  • FRESH FOOD CATEGORIES SHOW HIGHEST USAGE RATES
    • Table 3-2: Household Use of Organic Foods by Type, 2014-2019 (percent of households that use organic foods)
  • CONSUMPTION OF ORGANIC FRESH PRODUCE GROWING
    • Table 3-3: Household Consumption of Organic vs. Non-Organic Fresh Produce, 2014-2019 (percent of households)
  • FOOD SAFETY ISSUES
  • Most Consumers Are Not Very Confident in the U.S. Food Supply
    • Figure 3-1: Consumer Confidence in the U.S. Food Supply, 2019 (percent of consumers)
  • Animal Antibiotic Ban Reassures Consumers of the Safety of Animal Products
    • Figure 3-2: Consumer Confidence in Animal Products After Regulation of Antibiotic Use, 2018 vs. 2019 (percent of consumers)
  • Foodborne Illness Is the Number One Food Safety Concern Among Consumers
    • Figure 3-3: Most Important Food Safety Issues Today, 2019 (percent of consumers)
  • Young Consumers Less Likely to Trust the Government in Product Recalls
    • Figure 3-4: Top Information Sources for Recalls by Age Bracket (percent of consumers)
  • Chemical Contaminants Are a Food Safety Issue in Plant-Based and Organic Products
    • Figure 3-5: Clean Label Project Protein Powder Testing Results
  • New Information Can Change Level of Concern About Chemicals in Food
    • Figure 3-6: Level of Concern Before & After Statement About Arsenic Content in Foods & Beverages(percent of consumers)
  • ANIMAL WELFARE ISSUES
  • More Consumers Want Animals Raised for Food to Be Treated Humanely
    • Figure 3-7: Consumer Agreement on Statements About Humane Treatment of Animals Raised for Food, 2017 & 2019 (percent of consumers)
  • Most Consumers Don't Think Animal Welfare Standards Are Upheld, and Understanding of Animal Welfare Claims Is Limited
    • Figure 3-8: Consumer Agreement on Statements About Humane Treatment of Animals Raised for Food, 2019 (percent of consumers)
  • USDA Publishes Then Withdraws Rule on Organic Livestock Requirements
  • TRENDS IN RESTAURANTS & GROCERY STORE TAKEOUT
  • Clean Label & Organic Consumers Go Out to Eat More Frequently
    • Figure 3-9: Frequency of Eating Out by Establishment, 2019 (percent of clean label vs. organic vs. all consumers)
  • Consumers Think It Is Difficult to Follow a Plant-Based Diet While Eating Out
    • Figure 3-10: Consumer Response to Difficulty of Following Plant-Based Diets in Different Scenarios,2019 (percent of consumers)
    • Figure 3-11: Key Factors in Choosing Where to Eat Out, 2019 (percent of consumers)
  • Consumers Think Food Labeling Is More Important When Shopping
    • Figure 3-12: Influence of Labels on Behavior of Purchasing Food & Eating Out (percent of consumers)
  • Organic/Natural Shoppers Approve of Healthier Fast Food
    • Table 3-4: Opinions on Fast Food & Reported Hobbies, 2019 (percent and index)
  • Clean Label & Organic Consumers Are More Likely to Purchase Prepared Foods from Grocery Stores
    • Figure 3-13: Frequency of Purchasing Prepared Food from Grocery Stores, 2019 (percent of clean label vs. organic vs. all consumers)
  • Differing Motivations for Purchasing Prepared Foods from Grocery Stores
    • Figure 3-14: Motivations for Purchasing Prepared Food from Grocery Stores, 2019 (percent of clean label vs. organic vs. all consumers)
  • Unclean Ingredients Are Being Removed from Restaurant Menus
    • Figure 3-15: Removing Unclean Ingredients Can Be More Challenging Than First Assumed
  • Limited Time Offers Can Be Important to Test Markets for Clean Ingredients
    • Figure 3-16: Restaurants and Ingredients Most Important to Consumers Looking to Eat Clean and Healthy Foods
  • Although Many Plant-Based Foods Are Not Clean, They Are Being Launched in the Mainstream and Indicate More Room for Growth
    • Figure 3-17: Impossible Whopper Promises the Same Savory Taste With 0% Beef
  • PLANT-BASED SUBSTITUTES FOR ANIMAL PRODUCTS FACING DEFINITIONAL CHALLENGES
  • PERSONALIZED NUTRITION
    • Figure 3-18: Personalized Nutrition Recommendations of Interest to Clean Label Consumers
  • CONVENIENCE USED TO MEAN UNHEALTHY FOODS, BUT MEAL DELIVERY SERVICES SAY NO MORE
    • Figure 3-19: Life-Changing Nutrition Found in Meal Delivery Service with Philosophy Focused on Nutrition
    • Figure 3-20: Meal Delivery Service Promotes That Healthy Diets Contain Whole, Unprocessed Ingredients
  • INVESTING IN BLOCKCHAIN AND BIG DATA TO SATISFY CONSUMER DESIRES FOR TRANSPARENCY
  • CONSUMERS THINK SMALL AND MEDIUM BUSINESSES HAVE MORE CREDIBILITY
    • Figure 3-21: Kombucha Espouses Clean Label Sentiments and Is Certified Organic
  • ORGANIC FARMING TAKES ROOT, BUT IMPORTS STILL MEET MUCH OF DEMAND
  • REFORMULATING FUNCTIONAL INGREDIENTS TO BE CLEAN LABEL FRIENDLY
    • Figure 3-22: New Starches Are Marketed as Simple and Label-Friendly

CHAPTER 4: MOTIVATIONS FOR ORGANIC & CLEAN LABEL EATING

  • HIGHLIGHTS
  • CORE CLEAN LABEL AND ORGANIC CONSUMERS STRONGLY AGREE THEY ALWAYS BUY OR MAKE EVERY EFFORT TO EAT THESE FOODS
    • Figure 4-1: Key Organic & Clean Label Consumers Strongly Agree They Always Buy or Make Every
  • Effort to Eat These Foods (percent of organic and clean label consumers)
  • EXTENSIVE OVERLAP BETWEEN CLEAN LABEL AND ORGANIC CONSUMERS
    • Figure 4-2: Overlap Between Clean Label and Organic Consumers
  • RELATIVE IMPORTANCE OF CLEAN LABEL FEATURES WHEN SHOPPING FOR FOOD
    • Table 4-1: Relative Importance of Product Characteristics When Shopping for Food (percent of clean label vs. organic vs. all consumers)
  • SPECIAL EATING PRACTICES HAVE A HIGH CORRELATION WITH EATING ORGANIC/CLEAN LABEL FOODS
    • Table 4-2: Special Eating Practices Followed Most Often, 2019 (percent of clean label vs. organic vs. all consumers)
  • PEOPLE WHO ARE GLUTEN-FREE, VEGAN, OR VEGETARIAN ARE MORE LIKELY TO EAT CLEAN LABEL/ORGANIC
    • Table 4-3: Primary Special Eating Practices Followed, With Overlap Among Practices, 2019 (percent of consumers following more than one eating practice)
  • ADHERENCE TO SPECIAL DIETS COMMON AMONG THE POPULATION BUT ESPECIALLY LIKELY WITH CLEAN LABEL AND ORGANIC CONSUMERS
    • Table 4-4: Selected Diet Choices, 2019 (percent of clean label vs. organic vs. all consumers)
  • MANY CONSUMERS PREFER HEALTHIER FOODS WITHOUT ADDITIVES
    • Table 4-5 :Lifestyle Statements on Food, 2019 (percent of consumers)
  • PRICE IS THE BIGGEST HURDLE TO ADOPTION OF ORGANIC AND CLEAN LABEL EATING
    • Figure 4-3: Consumer Attitudes Important to Increasing Purchases of Clean Label & Organic Foods,2019 (percent of consumers)
  • CONSUMERS ARE WILLING TO PAY MORE FOR CLEAN LABEL FOODS
    • Figure 4-4: Food Characteristics for Which Consumers Are Willing to Pay More, 2019 (percent of consumers)

CHAPTER 5: ORGANIC & CLEAN LABEL RETAIL TRENDS

  • HIGHLIGHTS
  • WHERE ORGANIC AND CLEAN LABEL CONSUMERS SHOP, AND WHY
  • Organic and Cleaner Private Label Brands Have Wide Availability
    • Table 5-1: Selected Private Label Brands Catering to Organic and Clean Label Consumers
  • Organic Consumers Shop Around
    • Figure 5-1: Venues Where Organic Consumers Purchase Their Organic Groceries, 2019 (percent of organic consumers)
  • Clean Label Consumers Also Buy Natural & Specialty Foods from a Number of Venues
    • Figure 5-2: Venues Where Clean Label Consumers Purchase Natural & Specialty Foods, 2019 (percent of clean label consumers)
  • Online Grocery Shopping and Food Delivery More Popular with Organic/Natural Shoppers
    • Table 5-2: Use of Online Grocery Shopping and Food Delivery Services, 2019 (percent of organic/natural vs. all consumers)
  • Organic/Natural Foods Are More Mainstream Than Ever
    • Figure 5-3: Natural Pizza Crust Incorporated Vegetables & Appeals to General Consumers
  • Organic/Natural Shoppers Prefer Local & Specialty Stores
    • Table 5-3: Consumer Shopping Preferences & Behaviors, 2019 (percent of organic/natural vs. all consumers)
  • Clean Label and Organic Consumers Place Higher Priority on the Shopping Experience
    • Figure 5-4: High Priority Elements of Stores When Choosing to Shop for Groceries (percent of clean label vs. organic vs. all consumers)
  • TRENDS IN FRESH PRODUCE
  • More Consumers Are Trying to Increase Intake of Fresh Fruits and Vegetables
  • Merchandising Is Key to Selling More Produce
  • Opportunities for New Fresh Produce Products
    • Figure 5-5: Snack-Sized Vegetables Appeal to Consumer Desire for Convenient and Healthy Snacks
    • Figure 5-6: Value-Added Products Make Healthy Meal Prep Easier
  • Who Buys Organic Produce?
    • Table 5-4: Characteristics of Organic Produce Buyers, 2019 (percent of organic produce vs. all consumers)
  • TRENDS IN MEAT & SEAFOOD
  • Seafood Sustainability
    • Figure 5-7: Sustainability Levels for Seafood Labels in Publix
  • Consumption of Meat and Plant-Based Alternatives
  • Raising Animals More Naturally and Ethical Meat Consumption
    • Figure 5-8: Ethical Butchers Place Focus on Humanely Raised Animals and the Benefits of Ethically Sourced Meat
  • Opportunities for New Meat & Seafood Products
    • Figure 5-9: Cleaner Meat Snacks Appeal with Convenience and Real Ingredients
  • Who Buys Organic Meat?
    • Table 5-5: Characteristics of Organic Meat Buyers (percent of organic meat vs. all consumers)
  • TRENDS IN DAIRY
  • Milk Consumption
    • Figure 5-10: Environmental Impact of Milk and Plant-Based Milk Alternatives
  • Animal Welfare Issues
  • Opportunities for New Dairy Products
    • Figure 5-11: New Organic Yogurt Snack is Organic and Marketed as Perfect for On-The-Go
    • Figure 5-12: New Cheese Snacks Promise a Crunch without Extra Ingredients
  • New Plant-Based Dairy Alternatives
    • Figure 5-13: New Dairy-Free Products Claim to Be “100% Clean”
    • Figure 5-14: New Plant-Based Milks Are Organic & “Free From” Artificial Flavors
    • Figure 5-15: Organic Plant-Based Cheese with a Cleaner Ingredient List
  • Who Buys Organic Dairy Products?
    • Table 5-6: Characteristics of Organic Dairy Product Buyers (percent of organic dairy vs. all consumers)
  • TRENDS IN PACKAGED/PROCESSED FOODS
  • The Clean Label Tradeoff
  • Snacks
    • Figure 5-16: Vegan Rob's Asparagus Chips Contain Recognizable Ingredients and Feature Clean Label
  • Claims
    • Figure 5-17: Whole Vegetable Snacks Are Closer to the Original Input
  • Vegetarian and Vegan Foods
    • Figure 5-18: No Evil Foods “No Chicken” Lists Only Seven Ingredients
  • Big Food Moving into Plant Proteins
    • Figure 5-19: Plant-Based Chicken Nuggets Feature Many Prominent Clean Label Claims
    • Figure 5-20: Blending Beef and Mushrooms to Make Healthier Jerky
  • Opportunities for New Organic Kitchen Staples
    • Figure 5-21: Clean Label Olive Oil Has Claims of Product Purity
    • Figure 5-22: Organic Vinegars Are “Raw & Unfiltered” to Appeal to Clean Label Consumers
  • Who Buys Organic Packaged Foods?
    • Table 5-7: Characteristics of Organic Packaged Food Buyers (percent of organic packaged vs. all consumers)
  • TRENDS IN BEVERAGES
  • Organic and Clean Label Consumers See Claims for Beverages as Lower Priority
    • Figure 5-23: Most Important Factors to Consumers When Picking a Non-Alcoholic Beverage (percent of clean label vs. organic vs. all consumers)
  • Clean Label and Organic Claims Are Also Less of a Priority for Selecting Alcoholic Beverages
    • Figure 5-24: Most Important Factors to Consumers When Picking an Alcoholic Beverage (percent of clean label vs. organic vs. all consumers)
  • Fewer Beverages Have Clean Label Claims, and Reformulating Beverage Ingredients Can Be More Difficult Than with Foods
  • Opportunities for New Beverages
    • Figure 5-25: Beer with Functional Ingredients for Runners

CHAPTER 6: CONSUMER DEMOGRAPHICS

  • HIGHLIGHTS
  • AGE IS AN IMPORTANT DETERMINANT OF NATURAL/ORGANIC CONSUMERS
    • Table 6-1: Use of Organic Foods and Seeking Out Organic and Natural Foods by Age Bracket (percent and index of those who use organic foods vs. those who especially look for organic foods)
  • RACE/ETHNICITY ALSO PLAY A ROLE
    • Table 6-2: Use of Organic Foods and Seeking Out Organic and Natural Foods by Race and Ethnicity(percent and index of those who use organic foods vs. those who especially look for organicfoods)
  • GEOGRAPHIC REGION
    • Table 6-3: Use of Organic Foods and Seeking Out Organic and Natural Foods by Geographic Region(percent and index of those who use organic foods vs. those who especially look for organicfoods)
  • EDUCATIONAL ACHIEVEMENT
    • Table 6-4: Use of Organic Foods and Seeking Out Organic and Natural Foods by Educational
  • Achievement (percent and index of those who use organic foods vs. those who especially lookfor organic foods)
  • PRESENCE OF CHILDREN
    • Table 6-5: Use of Organic Foods and Seeking Out Organic and Natural Foods by Presence of Children in
  • Household (percent and index of those who use organic foods vs. those who especially look fororganic foods)
  • HOUSEHOLD INCOME
    • Table 6-6: Use of Organic Foods and Seeking Out Organic and Natural Foods by Household Income
  • Bracket (percent and index of those who use organic foods vs. those who especially look fororganic foods)

CHAPTER 7: CONSUMER PSYCHOGRAPHICS

  • HIGHLIGHTS
  • CLEAN LABEL ATTITUDES
    • Table 7-1: Clean Label Attitudes Among Organic and Natural Food Consumers, 2019 (percent and index of those who use organic foods vs. those who especially look for organic foods)
    • Table 7-2: Clean Label Attitudes Among Organic Fresh Produce Users, 2019(percent and index of those who eat organic fresh fruit vs. organic fresh vegetables)
    • Table 7-3: Clean Label Attitudes Among Organic and Natural Food Consumers, 2019 (percent andindex of those who use organic eggs vs. milk vs. poultry most often)
  • ENVIRONMENTAL RESPONSIBILITY IS PERSONAL
    • Table 7-4: Environmental Attitudes Among Locally Grown and Organic/Natural Food Consumers, 2019(percent and index)
  • FOODIE PREFERENCES COMMON WITH ORGANIC/NATURAL CONSUMERS
    • Table 7-5: Agreement with Selected “Foodie Statements” by Organic/Natural Food Consumers, 2019(percent and index)
  • ENGAGEMENT WITH FOODS THROUGH COOKING
    • Table 7-6: Opinions on Cooking by Organic/Natural Food Consumers, 2019 (percent and index)
  • NOVELTY & OPENNESS TO EXPLORING NEW FOODS
    • Table 7-7: Interest in Trying New Foods by Organic/Natural Food Consumers, 2019 (percent andindex)
  • CLEAN LABEL CONSUMERS CONSIDER THEMSELVES INFLUENTIAL IN PEER GROUPS & COMMUNITIES
    • Table 7-8: Statements About Personal Influence on Friends, Associates, and Community, 2019 (index)
  • OPPORTUNITY: GET OLDER CONSUMERS MORE INTERESTED IN EATING CLEAN
    • Table 7-9: Statements About Health and Diet by Age Bracket, 2019 (any agree, index)
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