《NielsenIQ:2022年美国有机食品市场分析报告(英文版)(12页).pdf》由会员分享,可在线阅读,更多相关《NielsenIQ:2022年美国有机食品市场分析报告(英文版)(12页).pdf(12页珍藏版)》请在三个皮匠报告上搜索。
1、 Copyright 2022 Nielsen Consumer LLC.All rights reserved.Who is the new organic shopper?Everything you need to know about the U.S.organic market right now.2 Copyright 2022 Nielsen Consumer LLC.All rights reserved.Welcome to NielsenIQs“Who is the new organic shopper?”eBookThis in-depth guide was crea
2、ted to help CPG manufacturers and retailers better understand the U.S.organic market.The popularity of organic products has been steadily rising over the past decadeits no longer just the domain of green smoothie and yoga lovers.These days,buying organic is interwoven into part of a larger wellness
3、movement in society,which focuses on the health of the planet as well as people.As a result,many organic consumers are also concerned with the sustainability and social responsibility credentials of the brands or retailers they choose to purchase from.Although organic product sales have been increas
4、ing in recent years,the current inflationary climate is impacting sales.What we cover in this eBook The big picture:An overview 3 New developments in the organic market 3 What do organic consumers want from brands and retailers?5 Opportunities and challenges on the horizon 7 Key takeaways 103 Copyri
5、ght 2022 Nielsen Consumer LLC.All rights reserved.The big picture:An overview Between August 2021 and August 2022,29.2%1 of U.S.households were considered to be heavy organic buyers.This group of consumers generally buy more products than the average consumer and spend more on each store visit,with
6、an average basket size of$43.73,2 compared to$39.08 for the total panel.Unsurprisingly,as a general group,they tend to be affluent people who live in urban areas.Over the past three years,sales of organic products have grown faster than non-organic ones.While non-organic sales increased by 22%3 comp
7、ared to three years ago,sales of organic-stated products have increased by 27%and sales of products with USDA organic certification increased by 28%in this time period.New developments in the organic market The way organic claims are being communicated to potential customers has become more nuanced
8、than ever.Today,NielsenIQ tracks five different classifications of organic product,and all five claims saw growth between August 2021 and August 20224:ORGANIC POSITIONING STATED+5.2%ORGANIC MARKETING CLAIM STATED(Marketing Claim;Organic Brand Name;Made with Organic Ingredients)+4.8%ORGANIC CERTIFICA
9、TION STATED(USDA and Other Organic Certification)+5.5%ORGANIC DEGREE STATED(1-69%;70-94%;95-199%)+5.9%EU ORGANIC FARMING STATED+2.9%Source:NielsenIQ Homescan Panel;Total U.S.,All Outlets;Total Panel vs Heavy Organic Buyer;52 weeks W/E 08/06/22 vs YA4 Copyright 2022 Nielsen Consumer LLC.All rights re
10、served.Organic products have the largest share of dollar sales in the food and beverage department and account for significant portions of the grocery,produce and dairy departments.Heres the breakdown of percentage share of sales across each department:Meanwhile,organic products within household,fro
11、zen,pet care,and particularly seafood have all seen declines in percentage of sales within the past three years5 in comparison to the total store.$share of organic sales$%3Y change organic by department vs total storeSource:NielsenIQ Retail Measurement Services,NielsenIQ Product Insight,powered by L
12、abel Insight,Total Store;PI Organic Positioning Stated;Total US;52 weeks W/E 08/06/22 vs YA and 3YASource:NielsenIQ Retail Measurement Services,NielsenIQ Product Insight,powered by Label Insight,Total Store;PI Organic Positioning Stated;Total US;52 weeks W/E 08/06/22 vs YA and 3YA5 Copyright 2022 Ni
13、elsen Consumer LLC.All rights reserved.According the Fair Share Index,the Top 10 organic-stated6 categories between August 2021 2022 were:1.Alcoholic Beverages 2.Diet and Nutrition 3.Fully Cooked Meat 4.Packaged Coffee 5.Performance Nutrition 6.Condiments 7.Vegetables 8.Creams and Non-Dairy Creamer
14、9.Milk/Dairy Alternative 10.Pest Control And the Top 10 fastest-growing categories in that time period were:1.Alcoholic Beverage Mixers 2.Cookies and Crackers 3.Diet and Nutrition 4.Frozen Beverages 5.Creams and Non-Dairy Creamer 6.Bagels 7.Feminine Care 8.Sun Care 9.Vitamins and Supplements 10.Diet
15、 and Nutrition However,the organic categories that were most-searched online by consumers were:1.Vegetables 2.Fresh and Frozen Fruit 3.Milk 4.Herbs and Spices 5.Eggs 6.Poultry 7.Nuts and Seeds 8.Health and Recovery Drinks 9.Cheese 10.Baby Food 11.Plant-Based Water12.Bath Preparations/Body Wash 13.Ha
16、ir Care Preparations 14.Dog Food There was a notable increase in online searches for organic baby food,which grew 37%in the past year,and organic plant-based water(e.g.coconut water)which grew 30%.What do organic consumers want from brands and retailers?NielsenIQs consumer data reveals the top 3 fac
17、tors consumers consider when making a purchase are:But its also worth noting that“how the product was manufactured or grown”was important to nearly half(49%)of survey respondents.Source:7 FMI/NIQ Transparency in an Evolving Omnichannel World Report 2022,NielsenIQ Retail Measurement Services,NielsenI
18、Q Product Insight,powered by Label Insight,Food&Beverage;Total US xAOC;52 weeks W/E 08/06/22 vs 3YA and YA6 Copyright 2022 Nielsen Consumer LLC.All rights reserved.Consumers across every vertical also increasingly expect brands and retailers to be more socially responsible,more concerned with the we
19、llbeing of people and the planet,and as a result,more sustainable in their practices throughout the supply chain.Organic products tend to be grouped together with these modern wellness needs.Over the past three years,total food and beverage sales increased by 24.7%and sales of products that make cla
20、ims based on environmental sustainability,social responsibility and animal welfare outpaced this growth:SOCIAL RESPONSIBILITY CLAIMS+37.3%ENVIRONMENTAL SUSTAINABILITY CLAIMS+28.7%SUSTAINABLE FARMING CLAIMS+20.9%SUSTAINABLE PACKAGING CLAIMS+20.1%ANIMAL WELFARE CLAIMS+34.1%Many potential customers app
21、reciate full transparency from brands and retailers as they seek out product information on ingredients and nutrition,or details on how products are sourced and produced.Some of the most common indictors of this include:A complete list of ingredients,which is present in around 59%8 of products A cle
22、ar description of ingredients(not technical scientific terms),which is present in around 49%of products In-depth nutritional information,which is seen in about 45%of products Certifications and claims,which are seen in around 37%of productsSource:FMI/NIQ Transparency in an Evolving Omnichannel World
23、 Report 2022,NielsenIQ Retail Measurement Services,NielsenIQ Product Insight,powered by Label Insight,Food&Beverage;Total US xAOC;52 weeks W/E 08/06/22 vs 3YA and YA7 Copyright 2022 Nielsen Consumer LLC.All rights reserved.Nielsen IQ data shows that between August 2021 and 20229,48%of U.S.consumers
24、actively searched for food that had minimal processing.The other claims,labels,or attributes that consumers sought out are varied.Opportunities and challenges on the horizon Compared to many other wellness-related claims,organic products generally have high household penetration across all categorie
25、s in the U.S.But online,many consumers are searching for the“organic”attribute and are unable to find it.In fact,according to NielsenIQs“Digital Depth Analysis:The e-commerce experience audit,”only 70.6%10 food retailers websites enable consumers to filter searches for organic products.There is also
26、 an average of 35.8%of sought-after organic products missing and the average missed dollars because of this equated to$11 billion between May 2021 and May 2022.Claims/labels/attributes consumers look for when purchasing a food productFMI/NIQ The Power of Plant-Based Foods and Beverages,20228 Copyrig
27、ht 2022 Nielsen Consumer LLC.All rights reserved.In terms of international markets where consumers say they are willing to pay premium for sustainable,socially responsible,and supply transparency,Mexico leads the way,whereas consumers in the U.S.and Canada have the lowest interest in paying more for
28、 attributes like GMO-free/organic/natural11.Consumers most willing to pay premium for sustainable,socially responsible and supply transparencySource:NielsenIQ Global Health&Wellness Study of 17 markets,September 2021Despite consumers good intentions to buy more organic products,the current unstable
29、economy is a potential barrier for many people who want to buy organic products.In fact,53%of U.S.consumers think that the country is already in a recession and plan to reduce future spending.Although dollar sales growth was strong for consumer-packaged goods in Q2 and Q3 2022,unit sales were down b
30、y-2%,as consumers bought fewer products.Therefore,the growth was fueled exclusively by higher prices.There have been some notable recent trends in consumer spending:Private label sales have picked up momentum in the past two quarters,growing faster than total CPG product sales.Shoppers are starting
31、to shift their spending to value retailers,which are growing at a slightly higher rate than the total market.Buying on promotion is now a key savings strategy,yet sales growth lags total market.Declining confidence to spend is stemming from growing insecurity;people in the U.S.are feeling less secur
32、e about the economy,their income and their ability to meet daily expenses.9 Copyright 2022 Nielsen Consumer LLC.All rights reserved.When NielsenIQ asked consumers the question:“How secure do you feel in the next six months compared to today?”,more than half of the respondents(52%)12 said they think
33、the economy will be less stable;29%think their household income level will be less secure;and 29%think they will be less likely to be able to meet their daily expenses.In fact,81%13 of U.S.consumers said they have already changed the way they shop to manage their grocery spend and are seeking out lo
34、wer prices.Their top five money-saving strategies were:Select lowest price from a preferred repertoire 29%Select the lowest price,irrespective of brand 29%Monitor cost of the overall basket of goods 29%Choose to purchase private label/store brands 29%Buy whatever brand is on promotion 26%Between Aug
35、ust 2021 and 202214,organic product sales declined with the rise of inflation.But while growth in this category has softened,it is still strong compared to pre-pandemic growth.At the end of July 2022,total food and beverage unit sales had declined by 1.6%15 when compared to a year ago,but when compa
36、red to three years ago unit sales are up by+2.7%.Unit sales of food and beverage with organic positioning declined by 3.2%compared to a year ago,but increased 9.5%when compared to three years ago.Source:NielsenIQ 2022 Consumer Outlook Survey,June 2022-USSource:NielsenIQ Retail Measurement Services,N
37、ielsenIQ Product Insight,powered by Label Insight,Total Store;Total US;52 weeks W/E 7/30/22;U.S.Bureau of Labor StatisticsGrocery YTD unit trends in xAOC10 Copyright 2022 Nielsen Consumer LLC.All rights reserved.In the beauty and personal care department,at the end of July 2022,total unit sales had
38、declined by 2.6%compared to a year ago and were down 3.0%compared to three years ago.Unit sales of beauty and personal care products with organic positioning had grown by 2.8%compared to a year ago and spiked 36%compared to three years ago.So it seems that consumers in both department increasingly c
39、onsider organic products to be important to their wellness needs.Key takeaways The number of organic items on shelves is growing across the store,with some slowing of growth in the past year due to inflation and reduced items.Consumer interest in purchasing organic products is strong and closely rel
40、ated to other trends such as clean label,sustainability,and food-as-medicine wellness.Brands and retailers should watch consumer trading behavior vs.loyalty in organic categories.Keep a long-term view of the overall trend,but understand it in relation to other emerging consumer trends.Find out moreE
41、ager to learn more?Schedule time with our leading industry experts to learn more about the organic market and gain tailored insights to grow your business.Health&Beauty YTD unit trends in xAOCSource:NielsenIQ Retail Measurement Services,NielsenIQ Product Insight,powered by Label Insight,Total Store;
42、Total US;52 weeks W/E 7/30/22;U.S.Bureau of Labor Statistics11 Copyright 2022 Nielsen Consumer LLC.All rights reserved.Sources1 Source:NielsenIQ Homescan Panel;Total U.S.,All Outlets;Total Panel vs Heavy Organic Buyer;52 weeks W/E 08/06/22 vs YA 2 Source:NielsenIQ Homescan Panel;Total U.S.,All Outle
43、ts;Total Panel vs Heavy Organic Buyer;52 weeks W/E 08/06/22 vs YA 3 Source:NielsenIQ Retail Measurement Services,NielsenIQ Product Insight,powered by Label Insight,Total Store,Total US;52 weeks W/E 08/06/22 vs 3YA 4 Source:NielsenIQ Retail Measurement Services,NielsenIQ Product Insight,powered by La
44、bel Insight,Total Store,Total US;52 weeks W/E 08/06/22 vs 3YA 5 Source:NielsenIQ Retail Measurement Services,NielsenIQ Product Insight,powered by Label Insight,Total Store;PI Organic Positioning Stated;Total US;52 weeks W/E 08/06/22 vs YA and 3YA 6 Categories chosen had strongest growth and were abo
45、ve 100 Fair Share|Source:NielsenIQ Retail Measurement Services,NielsenIQ Product Insight,powered by Label Insight,Total Store;PI Organic Positioning Stated;Total US;52 weeks W/E 08/06/22 vs YA 7 FMI/NIQ Transparency in an Evolving Omnichannel World Report 2022,NielsenIQ Retail Measurement Services,N
46、ielsenIQ Product Insight,powered by Label Insight,Food&Beverage;Total US xAOC;52 weeks W/E 08/06/22 vs 3YA and YA 8 FMI/NIQ Transparency in an Evolving Omnichannel World Report 2022 9 FMI/NIQ The Power of Plant-Based Foods and Beverages,2022 10 NielsenIQs Digital Depth Analysis:The e-commerce experi
47、ence audit;May 2022;NielsenIQ Retail Measurement Services,NielsenIQ Product Insight,powered by Label Insight,Total Food&Beverage;Total US xAOC;L52 weeks W/E 05/21/22 11 Source:NielsenIQ Global Health&Wellness Study of 17 markets,September 2021 12 Source:NielsenIQ 2022 Consumer Outlook Survey,June 20
48、22 US 13 Source:NielsenIQ 2022 Consumer Outlook Survey,June 2022 U.S.14 Source:NielsenIQ Retail Measurement Services,NielsenIQ Product Insight,powered by Label Insight,Total Store;Total US;52 weeks W/E 7/30/22;U.S.Bureau of Labor Statistics 15 Source:NielsenIQ Retail Measurement Services,NielsenIQ P
49、roduct Insight,powered by Label Insight,Total Store;Total US;52 weeks W/E 7/30/22;U.S.Bureau of Labor Statistics12 Copyright 2022 Nielsen Consumer LLC.All rights reserved.Who is NielsenIQ?NielsenIQ is the leader in providing the most complete,unbiased view of consumer behavior,globally.Powered by a
50、groundbreaking consumer data platform and fueled by rich analytic capabilities,NielsenIQ enables bold,confident decision-making for the worlds leading consumer goods companies and retailers.Using comprehensive data sets and measuring all transactions equally,NielsenIQ gives clients a forward-looking
51、 view into consumer behavior in order to optimize performance across all retail platforms.Our open philosophy on data integration enables the most influential consumer data sets on the planet.NielsenIQ delivers the complete truth.NielsenIQ,an Advent International portfolio company,has operations in nearly 100 markets,covering more than 90%of the worlds population.For more information,visit .