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Market Research Report
Gourmet, Specialty and Premium Foods, Beverages and Consumer Trends in the U.S., 8th Edition
| Published by |
Packaged Facts |
| Published |
September, 2010 |
Product code |
128646 |
| Content info |
216 Pages |
| Price |
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Abstract
The conventional wisdom goes that gourmet/premium foods fare well during
economic downturns because consumers view them as “affordable
luxuries.” But the “Great Recession” of 2008-2009 disproved
this theory as mighty Starbucks, the bellwether for the democratization of
luxury, was among the first companies hit by cutbacks in consumer spending.
For the market overall, Packaged Facts conservatively estimates that total
U.S. retail sales of gourmet/premium foods and beverages through all retail
channels rose to $67.1 billion in 2009, an increase of 3.7% over the previous
year' s sales of $64.7 billion compared with the 2005-2009 compound annual
growth rate of 8.7%.
Still, success remains to be had, and many gourmet/premium marketers and
retailers are succeeding by finding ways to respond to the economic slowdown
not by ignoring it or reversing strategy, but by incorporating its impact on
consumer behavior as a factor among others. This new report from Packaged
Facts is an indispensible tool to this end, answering such questions as: Which
gourmet/premium products and market segments have been faring well in the new
economy? How are marketers and retailers adjusting? How can they recast and
reposition their goods? Who are the most viable consumers, and how can they
best be reached? Which media and marketing messages resonate for these
consumers, and in what contexts?
Gourmet, Specialty and Premium Foods, Beverages and Consumer Trends in the
U.S., 8th Edition also pinpoints market size, analyzes growth potential and
identifies issues and trends that will affect the marketplace through 2014.
Focusing on consumer lifestyles and demographics through extensive analysis of
Experian Simmons panel data, the report examines their attitudes and behaviors
toward gourmet/premium foods and beverages, retail shopping patterns, and
media usage and preferences, both traditional and social. Also included is
extensive coverage of new product trends and marketing and advertising
positioning, all discussed within the context of the social, economic, and
psychographic drivers of current consumer behavior.
Additional data sources include SymphonyIRI Group sales tracking of selected
products and brands through tracked mass-market channels; Datamonitor' s
Product Launch Analytics data tracking new product introductions; and
proprietary data from Packaged Facts' own consumer survey, which is based on a
national online poll conducted in May/June 2010.
Table of Contents
Chapter 1: Executive Summary
- Scope of Report
- Terminology
- Some Foodservice Crossover
- Report Methodology
- The Market
- U.S. Retail Sales of Gourmet/Premium Foods and Beverages
- Beverages the Largest Product Classification
- Table 1-1: Share of U.S. Retail Sales of Gourmet/Premium Foods and
Beverages: By Classification, 2009 (percent)
- Supermarkets Lead Retail Market with 54% of Sales
- The Economy and Its Impact
- Dining Out Less, Cooking More
- Consumer Trends
- One in Five U.S. Consumers Seeks Out Gourmet Products
- High Socioeconomic Status Characterizes Gourmets
- Gourmet Foods Appeal to Younger Adults
- An Ethnic Skew
- Attitudes Toward Food and Cooking
- Food Trends and Preferences
- Thousands of Marketers, from Conglomerates to Artisans
- An Industry Founded on Entrepreneurs
- Joint Ventures and Licensing Offer Synergies
- Kraft Foods, PepsiCo, Unilever Lead Marketers in 2009
- More than 1,800 New Products Projected for 2010
- The Gourmet/Natural Foods Synergy
- Selling Health Benefits
- Selling Convenience
- Private-Label Products
- Retail and Foodservice
- Supermarkets vs. Foodservice: Blurring the Boundaries
- Really Local Farms
- Supermarkets Field Larger Experimental Gardens
- Chef-Run Local Markets
- Grocery Spending Patterns
- Consumer Attitudes/Behavior Toward Shopping
- Consumer Attitudes/Opinions Toward Foodservice
- Consumers and Media
- Internet Has Changed How Consumers Spend Free Time, Shop
- Gourmet Consumers and Traditional Media
- Making Use of Websites and Social Media
- Food Show Sponsorships
- Celebrity Spokespeople
Chapter 2: Market Overview
- Scope of Report
- Terminology
- Some Foodservice Crossover
- Report Methodology
- Market Size and Growth
- Sales Estimates Amorphous
- U.S. Retail Sales of Gourmet/Premium Foods and Beverages
- Table 2-1: U.S. Retail Sales of Gourmet/Premium Foods and Beverages,
2005-2014 (in millions of dollars)
- Beverages the Largest Product Classification
- Table 2-2: Share of U.S. Retail Sales of Gourmet/Premium Foods and
Beverages: By Classification, 2009 (percent)
- Supermarkets Lead Retail Market with 54% of Sales
- Table 2-3: Share of U.S. Retail Sales of Gourmet/Premium Foods and
Beverages: By Channel, 2009 (percent)
- Seasonal Sales Vary by Product Category
- Market Outlook
- The Economy and Its Impact
- Table 2-4: Household Income Levels: Gourmet Consumers vs. All Consumers,
2009 (percent)
- Demographic Shifts: Youthful and Ethnic Consumers
- Table 2-5: Demographic Snapshot of the U.S. Population as of July 1, 2008
- The Restaurant Role
- Fine-Dining Restaurants Hit by the Recession
- Dining Out Less, Cooking More
- A Food-Focused Culture
- An Expanding Industry and Marketplace
- The Global Palate
- Overlap Between Natural and Gourmet/Premium Foods
- New Dietary Guidelines Due by the End of 2010
- Going Local
- Artisan Foods
Chapter 3: Consumer Trends
- Packaged Facts Proprietary Survey Methodology
- One in Five Seeks Out Gourmet Products
- Table 3-1: Percent of U.S. Adults Who Agree with the Statement “When
Food Shopping, I Seek Out Gourmet Products,” May-June 2010
- One in Five Often Buys Gourmet Products in Specialty, Gourmet, or Natural
Food Stores
- Table 3-2: Percent of U.S. Adults Who Agree with the Statement “I
Often Buy Gourmet Products from Specialty, Gourmet or Natural Food
Stores,” May-June 2010
- 30% Willing to Pay More for Gourmet Products
- Table 3-3: Percent of U.S. Adults Who Agree with the Statement “I Am
Willing to Pay More for Gourmet Food Products,” May-June 2010
- One in Three Believes Premium Packaged Products Compare with Gourmet in
Quality and Taste
- Table 3-4: Percent of U.S. Adults Who Agree with the Statement
“Premium Packaged Products in Supermarkets Are Comparable to
‘Gourmet' Foods in Quality and Taste,” May-June 2010
- Specialty Foods The Foundation of Food Gifting Despite Challenging Economy
- Table 3-5: Percent of U.S. Adults Who Have Purchased or Received Specialty
Food Gifts in the Last 12 Months, May-June 2010
- Experian Simmons Consumer Survey Methodology
- Almost One Out of Five Adults Are Gourmets
- High Socioeconomic Status Characterizes Gourmets
- Gourmet Foods Appeal to Younger Adults
- An Ethnic Skew
- Attitudes Toward Food and Cooking
- Food and Nutrition Interests Extend Beyond Gourmet
- Attitudes Toward Nutrition
- Cheddar Cheese, Barilla Pasta The Most Widely Used Gourmet/Premium Products
- Godiva Chocolate Tops Gourmet/Premium List by Gourmet Index
- Table 3-6: Trended Number and Percentage of Gourmet Consumers, 2005-2009
(in millions)
- Table 3-7: Indexes by Age Bracket: Gourmet Consumers vs. All Consumers,
2009
- Table 3-8: Selected High-Index Demographics of Consumers Who Agree or
Agree a Lot with the Statement “I Try to Eat Gourmet Food Whenever I
Can, 2009 (U.S. adults)
- Table 3-9: Demographic Overview of Consumers Who Agree with the Statement
“I Try to Eat Gourmet Food Whenever I Can,” 2009 (percent, number
and index of U.S. adults, any agree)
- Table 3-10: Demographic Overview of Consumers Who Agree a Lot with the
Statement “I Try to Eat Gourmet Food Whenever I Can,” 2009
(percent, number and index of U.S. adults)
- Table 3-11: Consumer Attitudes/Opinions Toward Food and Cooking, 2009
(percent and index of U.S. adults)
- Table 3-12: Consumer Attitudes/Opinions Toward Nutrition, 2009 (percent
and index of U.S. adults)
- Table 3-13: Leading Gourmet/Premium Products and Brands by Consumer
Penetration, 2009 (percent of U.S. adults)
- Table 3-14: Usage Rates for Selected Gourmet/Premium Brands and Products,
2009 (percent of U.S. adults)
- Table 3-15: Leading Gourmet/Premium Branded Products by Gourmet Consumer
Indexes, 2009 (U.S. adults)
- Table 3-16: Brand and Product Indexes by Agreement with Statement:
“I Try to Eat Gourmet Food Whenever I Can,” 2009 (index of U.S.
adults)
- Food and Retail Shopping Lifestyle Segmentations
- Five Food Lifestyle Groups
- Table 3-17: Food Lifestyle Segments: All Consumers vs. Gourmet
Consumers, 2009 (percent and index of U.S. adults)
- Retail Shopping Segmentations
- Table 3-18: Retail Shopping Segmentations: All Consumers vs. Gourmet
Consumers, 2009 (percent and index of U.S. adults)
- Other Survey Findings
- The NASFT Consumer Survey
- The Martha Stewart Living Omnimedia Survey
Chapter 4: Food Trends and Preferences
- Competitive Trends
- Thousands of Marketers, from Conglomerates to Artisans
- Food and Beverage Marketers
- An Industry Founded on Entrepreneurs
- Joint Ventures and Licensing Offer Synergies
- Recent Mergers and Acquisitions
- Kraft Foods, PepsiCo, Unilever Lead Marketers in 2009
- Brand Performance: From Triple-Digit Advances to Double-Digit Declines
- Table 4-1: Selected Gourmet/Premium Foods and Beverages by
SymphonyIRI-Tracked Sales, 2009 (in millions of dollars)
- New Product Introductions
- More than 1,800 New Products Projected for 2010
- Table 4-2: “Gourmet” and “Upscale” Claims on New
Product Launches, 2005-2010 (number)
- Foods Dominate New Product Launches
- Table 4-3: Gourmet/Premium Product Launches: Foods vs. Beverages,
2005-2010 (number)
- “Upscale” the Top Product Claim on All Foods and Beverages
- Table 4-4: Top 10 Product Claims/Tags on All U.S. Food and Beverage
Launches, 2005-2010 (number)
- Top Claims on Gourmet/Premium Foods and Beverages: “Upscale”
and “Natural”
- Table 4-5: Top 20 Product Claims/Tags on Gourmet/Premium U.S. Food and
Beverage Launches, 2005-2010 (number)
- Chocolate Candy Leads Gourmet/Premium Food Launches
- Table 4-6: Top 15 Categories for Gourmet/Premium Food Launches,
2005-2010 (number)
- Tea Tops Gourmet/Premium Beverage Launches
- Table 4-7: Top 10 Categories for Gourmet/Premium Beverage Launches,
2005-2010 (number)
- Retailers Ahead of Marketers in Product Introductions
- Table 4-8: Top 20 U.S. Marketers Launching Gourmet/Premium Foods and
Beverages, 2005-2010 (number)
- Marketing Trends
- The Gourmet/Natural Foods Synergy
- Table 4-9: Number of Gourmet/Premium Food and Beverage Launches: By
Selected “Natural” Package Tags/Claims, 2008 vs. 2009
- Selling Health Benefits
- Table 4-10: Number of Gourmet/Premium Food and Beverage Launches: By
Selected “Healthy” Package Tags/Claims, 2008 vs. 2009
- Selling Convenience
- Table 4-11: Number of Gourmet/Premium Food and Beverage Launches: By
Selected “Convenience” Package Tags/Claims, 2008 vs. 2009
- Private-Label Products
- Table 4-12: Number of Private-Label Gourmet/Premium Food and Beverage
Launches, 2005-2010
- Artisan, Handmade, and Handcrafted Foods and Beverages
- Table 4-13: Number of Artisan, Handmade and Handcrafted Gourmet/Premium
Food and Beverage Launches, 2005-2010
- Selected New Product Introductions
- Frozen and Shelf-Stable Meals
- Dairycase
- Cheese: New Flavors and More Convenience
- Yogurt: It' s All Greek to Me
- Condiments, Sauces and Meal Starters: Innovation and Convenience
- Fresh Foods
- Fresh Deli Foods
- Fresh Meat: Branding Meat with Celebrity Appeal
- Fresh Fruits: It' s All About Unusual Colors
- Fresh Vegetables: Artisanal Salads and Colorful, Flavorful Assortments
- More Sophisticated Flavors Distinguish Gourmet/Premium Snacks
- Confectionary and Desserts
- Confections - Ice Cream Parlor Treats or Adults-Only Wine-Flavored
- Cookies
- Ice Cream and Frozen Desserts
- Beverages
- Coffee
- Sodas: Handcrafted and All-Natural
- Teas
Chapter 5: Retail and Foodservice
- Trend Overview
- Supermarkets vs. Foodservice: Blurring the Boundaries
- Really Local Farms
- Supermarkets Field Larger Experimental Gardens
- Chef-Run Local Markets
- What' s Hot, According to Chefs
- Gastropubs and Pubs in Supermarkets
- Tableside Service Personalizes the Dining Experience
- Retail Channels
- Types of Outlets
- Supermarkets Lead Retail Market
- Mass Merchandisers and Supercenters
- Contest for National Warehouse Club Supremacy
- Gourmet/Specialty Food Stores
- Natural Food Stores
- Convenience Stores
- Express-Format Grocery Stores
- Internet, Mail Order, and Subscriptions
- Shopping and Foodservice Patterns
- Experian Simmons Consumer Survey Findings
- Grocery Spending Patterns
- Table 5-1: Grocery Spending Patterns, 2009 (percent and index of U.S.
adults)
- Retail Shopping Patterns
- Table 5-2: Retail Shopping Patterns: All Consumers vs. Gourmet
Consumers, 2009 (percent and index of U.S. adults)
- Consumer Attitudes/Behavior Toward Shopping
- Table 5-3: Attitudes/Behavior Toward Shopping: All Consumers vs. Gourmet
Consumers, 2009 (percent and index of U.S. adults)
- Consumer Attitudes/Opinions Toward Foodservice
- Table 5-4: Attitudes/Opinions Toward Foodservice: All Consumers vs.
Gourmet Consumers, 2009 (percent and index of U.S. adults)
- Restaurant Usage Patterns
- Table 5-5
- Visits to Selected Restaurants in the Past Month: All Consumers vs.
Gourmet Consumers, 2009 (percent and index of U.S. adults)
- NASFT Consumer Survey
Chapter 6: Consumers and Media
- Usage Trends
- Experian Simmons Consumer Survey Findings
- Internet Has Changed How Consumers Spend Free Time
- Table 6-1: The Internet and Lifestyle Changes: All Consumers vs. Gourmet
Consumers, 2009 (percent and index of U.S. adults)
- Internet Has Changed How Consumers Shop
- Table 6-2: Internet Usage Patterns: All Consumers vs. Gourmet Consumers,
2009 (percent and index of U.S. adults)
- Gourmet Consumers and Traditional Media
- Table 6-3: Traditional Media Patterns: All Consumers vs. Gourmet
Consumers, 2009 (percent and index of U.S. adults)
- Gourmet Consumers' Attitudes Toward Advertising
- Table 6-4: Attitudes Toward Advertising: All Consumers vs. Gourmet
Consumers, 2009 (percent and index of U.S. adults)
- Advertising and Marketing Trends
- Few National Advertisers
- Making Use of Websites and Social Media
- Food Show Sponsorships
- Celebrity Spokespeople
- Advertising and Marketing Positioning
- Adventurousness
- Authenticity/Heritage
- Customization
- Emotional Appeal
- Flavor Variety
- Healthfulness
- Limited Edition
- Organic
- Premium Quality vs. Ordinary Products
- Pure/Simple Ingredients
- Restaurant-Style
- Sex Appeal
- Versatility
Appendix: Addresses of Selected Industry Participants
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