Table of Contents
Executive Summary
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- 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
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- (Re)building NOFB consumer base means establishing clear definitions
- Value key for middle-income families
- NOFB consumers ideal targets for new media
Inspire Insights
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- Trend: Moral Brands
- Trend: Men Shopping Badly
Marketing Strategies
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- Overview
- Kashi connects with fitness and healthy kids
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- Figure 1: Kashi Go Lean At the Races, 2011
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- Figure 2: Kashi Snacks and Cereals Soccer Mom, 2011
- Silk soy milk wins the Heartland
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- Figure 3: Silk Soy Milk in Wisconsin television ad, 2011
- Stonyfield YoBaby
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- Figure 4: Stonyfield YoBaby, This Little Star of Mine television ad, 2011
Trust and Awareness of Standards
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- Key points
- Confusion rampant
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- Figure 5: Trust and standards awareness, August 2011
- Awareness and trust on a downward trend
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- Figure 6: Trust and standards awareness, September 2009-August 2011
- Women more up to speed
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- Figure 7: Trust and standards awareness, by gender, August 2011
- Younger adults, households with kids more certain in their opinions
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- Figure 8: Trust and standards awareness, by age, August 2011
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- Figure 9: Trust and standards awareness, by presence of children, August 2011
Trends in NOFB Usage
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- Key points
- Penetration down considerably from 2009
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- Figure 10: Household usage of NOFB, September 2009 and August 2011
- Usage shifts
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- Figure 11: Usage shifts, by household income, August 2011
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- Figure 12: Usage shifts, by presence of children, August 2011
Household Usage by Demographic
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- Key points
- Younger adults and households with kids buy NOFB
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- 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
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- Figure 15: Household usage of NOFB, by household income, August 2011
- Online media may carry more punch
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- Figure 16: Household usage of organic food, February 2010-March 2011
Category Usage—Overview
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- Key points
- Overview
- Food
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- 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
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- Figure 19: Household usage of natural and organic beverages, August 2011
Usage—Dairy, Meat, and Frozen Food
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- Key points
- Natural: the poor man’s organic
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- 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
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- Figure 22: Household usage of organic meat, dairy, and frozen food, by age, August 2011
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- 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
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- Key points
- Consistent trends by household income
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- Figure 24: Use of natural grains, condiments, baked goods, and other items, by household income, August 2011
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- 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
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- 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
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- Key points
- Purchase behavior by age mirrors larger beverage category as a whole
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- Figure 28: Household usage of natural beverages, by age, August 2011
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- Figure 29: Household usage of organic beverages, by age, August 2011
- Organic for the well-to-do, natural for lower-income
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- 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
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- Figure 32: Household usage of organic beverages, by presence of children, August 2011
Outlets Where Consumers Buy NOFB
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- Key points
- Walmart leads
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- Figure 33: Where shoppers buy NOFB, by age, August 2011
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- Figure 34: Where shoppers buy NOFB, by household income, August 2011
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- Figure 35: Where shoppers buy NOFB, by presence of children, August 2011
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- Figure 36: Where shoppers buy NOFB, by region, August 2011
Why Consumers Use NOFB
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- Key points
- Personal and family health trumps environmental concern
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- Figure 37: Why consumers use NOFB, by gender, August 2011
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- Figure 38: Why consumers use NOFB, by age, August 2011
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- Figure 39: Why consumers use NOFB, by household income, August 2011
Impact of Race/Hispanic Origin
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- Key points
- Hispanics, Asians more certain about their opinions
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- Figure 40: Trust and standards awareness, by race/Hispanic origin, August 2011
- Asians and the role of education
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- Figure 41: Usage of NOFB, by race/Hispanic origin, August 2011
- Blacks take natural over organic, Hispanics opt for both
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- 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
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- Figure 44: Purchase of other natural grains, condiments, baked goods, and other items, by race/Hispanic origin, August 2011
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- Figure 45: Use of other organic grains, condiments, baked goods, and other items, by race/Hispanic origin, August 2011
- Beverages: natural vs. organic
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- Figure 46: Household usage of natural beverages, by race/Hispanic origin, August 2011
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- Figure 47: Household usage of organic beverages, by race/Hispanic origin, August 2011
Custom Consumer Groups
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- Key points
- College-educated consumers better informed
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- Figure 48: Trust and standards awareness, by education, August 2011
- Environmental and industry concerns more prominent for collegiates
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- Figure 49: Why consumers use NOFB, by educational attainment, August 2011
- Perception of brands as moral entities draws college crowd
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- Figure 50: Purchase locations, by educational attainment, August 2011
Appendix—Other Useful Consumer Tables
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- Shopping role in household
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- Figure 51: Shopping role in household, by gender, August 2011
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- Figure 52: Shopping role in household, by age, August 2011
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- Figure 53: Shopping role in household, by household income, August 2011
- Other consumer tables
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- Figure 54: Trust and standards awareness, by household income, August 2011
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- Figure 55: Household usage of natural food, by age, August 2011
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- Figure 56: Household usage of natural food, by presence of children, August 2011
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- Figure 57: Household use of other natural grains, condiments, baked goods, and other items, by presence of children, August 2011
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- Figure 58: Household use of other natural grains, condiments, baked goods, and other items, by age, August 2011
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- Figure 59: Household usage of natural beverages, by presence of children, August 2011
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- Figure 60: Usage shifts, September 2009 and August 2011
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- Figure 61: Usage shifts, by gender, August 2011
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- Figure 62: Usage shifts, by age, August 2011
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- Figure 63: Usage shifts, by race/Hispanic origin, August 2011
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- Figure 64: Usage shifts, by education, August 2011
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- Figure 65: Why consumers use NOFB, by presence of children, August 2011
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- Figure 66: Why consumers use NOFB, by race/Hispanic origin, August 2011
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- Figure 67: Where shoppers buy NOFB, by gender, August 2011
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- Figure 68: Where shoppers buy NOFB, by race/Hispanic origin, August 2011
Appendix—Trade Associations
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