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U.S.OrganicProducts,MarketTrends&ConsumerEducationChristineBushwayCEO/ExecutiveDirectorOrganicTradeAssociationMay27thBiofachChinaWhattoExpectToday….
OTA’s2009U.S.OrganicMarketReviewHigh,medium&lowgrowthorganicproductcategoriesProductavailability
KeyorganicconsumertrendsintheU.SOTA2010OrganicIndustrySurvey
ThemostaccurateandcomprehensivequantitativepictureoftheorganicindustryavailableThereportincludesorganicfoodandnon-foodsalesandgrowthfigures.Categoryandsub-categorydata,trendsandforecastsforthefastestgrowingsectorofthefoodindustry.MarketReview–2008
Thegrowthratefororganicfoodproductsin2008was15.8%.Organicfoodnowaccountedfor3.5%ofallfoodproductssoldintheU.S.andreached23B(USD).
Thefruitandvegetablecategoryaccountsforthelargestportionoforganicfoodsales,37%oftotalorganicfoodsalesin2008.
Thesecondlargestcategoriesarebeverageanddairy,representingabout15%each.
Thestrongestgrowthin2008isinthecategoriesofbreadsandgrains(35%over2007)andbeverages(32%).2009U.S.OrganicMarketResultsTotalU.S.OrganicSalesandGrowth,2002-2009Category20022003200420052006200720082009OrganicFood8,63510,38112,00214,22317,22120,41023,60724,803Growth17.3%20.2%15.6%18.5%21.1%18.5%15.7%5.1%%ofTotalOrganic95.9%95.9%95.5%95.0%94.8%94.5%93.5%93.2%OrganicNon-Food3654395627459381,1821,6491,800Growth20.3%28.0%32.6%25.9%26.0%39.5%9.1%%ofTotalOrganic4.1%4.1%4.5%5.0%5.2%5.5%6.5%6.8%TotalOrganic9,00010,82012,56414,96818,15921,59225,25626,603Growth20.2%16.1%19.1%21.3%18.9%17.0%5.3%Source:OrganicTradeAssociation’s2010OrganicIndustrySurveyconducted1/21/2010–3/3/2010.2009U.S.OrganicMarketResultsU.S.OrganicFoodSalesbyProduct,2009Source:OrganicTradeAssociation’s2010OrganicIndustrySurveyconducted1/21/2010–3/3/2010.2009U.S.OrganicMarketResultsOrganicFoodSalesbyChannel,2009Channel2009NationalNaturalGroceryChain5,010RegionalNatural/HealthFood4,514Mass-marketGrocery10,392Club/WarehouseStore1,711MassMerchandiser1,389Farmers’Market/Co-op/CSA719Internet446MailOrder99Boutique/Specialty273DirectExport248TotalOrganicFood24,803Source:OrganicTradeAssociation’s2010OrganicIndustrySurveyconducted1/21/2010–3/3/2010.2009U.S.OrganicMarketResultsU.S.OrganicNon-FoodSalesbyProduct,2009Source:OrganicTradeAssociation’s2010OrganicIndustrySurveyconducted1/21/2010–3/3/2010.U.S.OrganicFoodRetailSalesForecastLookingStrongOrganiccompaniesreportupbeatinearningsReleasingitssecondquarterresultsfortheperiodendingApril11,WholeFoodsMarket,thelargestUSorganicretailchain,reportedthatitssaleshadincreasedby13percent,thebestresultsreportedinseveralyears.Meanwhile,UNFI,thelargestdistributoroforganicproducts,reportedsecondquarterearningsendingJan.30hadincreasedby15percent.ProductCategoryGrowthTrends
HighFruit&VegetablesSupplementsPetFood
MediumMeat,Poultry&SeafoodBeveragesMarketUpdate–TrendsintheU.S.
Local,regional,directtoconsumer
PrivatelabelandstorebrandorganicMarketUpdate–Local,Regional,DirecttoConsumerMarketUpdate–Local,Regional,DirecttoConsumer
Interestinorganicseedsskyrocketedin2009Johnny’sSelectedSeeds,basedinWinslow,ME,reportedhigherdemandandsalesin2009.“Ourseedbusinessisup50to55percentoverall,withorganicseedsalesup37percentoverlastyear”WhiteHouseGardenUSDAGardenandFarmer’sMarketOrganicRetailerIncreaseMarketShare$millions*52weeksendingSeptember6,2008and52weeksendingSeptember5,2009.2,2101,1632,279916BrandedPrivateLabel20082009FDMxSalesofOrganicFood&DrinkBrandedvs.PrivateLabelSOURCE:MINTEL“OrganicFoodandDrinkRetailingU.S.Report2009”producedincollaborationwithSPINSMarketUpdate–PrivateLabelConsumptionofOrganicProductsinU.S.73%ofU.S.HouseholdswithchildrenreportorganicpurchasesinthelastyearParentsAreMotivatedToChooseOrganicProductsForHealthReasons
Thetopthreereasonsparentsciteforchoosingorganicproductsarehealthrelated:‘healthierformeand/ormychildren’,to‘avoidhighlyprocessedfoodsand/orartificialingredients’andtoavoidany‘effectsofpesticides,hormonesandantibioticsonchildren.’TosupportthrivingfarmsandruralcommunitiesTheyaresaferTheytastebetterTheyarefresherand/ormorenutritiousAvoidhighlyprocessedfoods/artificialingredientsConcernedabouteffectsofpesticides,hormonesandantibioticsonchildrenHealthierforme/childrenBase:Organicbuyers(n=874)ToenjoynewexperiencesandinnovationSomethingelseAhealthpractitioner’srecommendationTheyarereliablyinspectedandcertifiedTheyhavealabelIcantrustAfriend’srecommendationTheyarebetterfortheenvironmentParents’MotivationToChooseOrganicVariesByProductCategory1.Healthierforme/mychildren53%2.Avoidhighlyprocessedfoods/artificialingredients40%1.Healthierforme/mychildren39%2.Saferthanotherproducts33%OrganicFoodsOrganicPersonalCareProducts1.Theyarebetterfortheenvironment34%2.Theyarenotmadewithanythingartificialorsynthetic29%OrganicFibers,LinensorClothingWhyparentschooseorganicsbycategoryPresidentObama’sCancerPanelReport
Thelandmarkreport,“ReducingEnvironmentalCancerRisk:WhatWeCanDoNow,”submittedtoPresidentObamabyDr.LaSalleLeffall,Jr.,anoncologistandprofessorofsurgeryatHowardUniversity,andDr.MargaretL.Kripke,animmunologistattheM.D.AndersonCancerCenterinHouston.
ThePresident’sCancerPane