Superfoods consumer final
Transcript of Superfoods consumer final
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Selling
Theresa J. NarteaMarketing & Agribusiness Extension Specialist
Virginia State University-Petersburg, VA
Successfully
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• Define Superfoods Market
• Identify Superfoods Consumer
• Understand Current Trends
• Recommend Sales Strategies
Our Learning Objectives
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Define Superfoods Market
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a food that is considered to be very good for your health and that may even help some medical conditions
Superfood definition
Macmillan Publishers Limited. (2011). Retrieved from http://www.macmillandictionary.com/dictionary/american/superfood
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• Media driving Superfoods popularity
• 75% of US shoppers value & buy food for health maintenance
• Halo Effect of “Superfood” LabelsBusiness Insights Marketing Group .(2011). Future ingredient trends in food and drinks. Retrieved from http://www.docstoc.com/docs/33444601/BUSINESS-INSIGHTS-Future-Ingredient-Trends-in-Food-and; MediaPost Publications. (2007). Functional food sales Hit $25 billion In U.S. In 2006. Retrieved from: http://www.mediapost.com/publications/index.cfm?fa=Articles.showArticle&art_aid=55835
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U. S. functional foods sales reached $37.4
Billion in 2009. 6 out of 10 consumers bought
functional foods in 2009.Sloane, A. E. (2010). The top 10 functional foods trends. Food Technology.
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Superfoods Sales Skyrocket
Superfood Category Average Weekly Sales (Retail)
Avocado $17.7MBlueberries $15.6M
Broccoli $10.6MPineapples $4.1MAlmonds $3.3MMangoes $3.2MPapaya $1.1M
Pomegranate $966,000Kale $462,000
Top U.S. Sales representing 21,000 individual U.S. retail stores
LaRoche, J. (2011). Super foods. Retrieved from http://www.cnbc.com/id/43005831/Top_Selling_Superfoods_In_The_U_SUSDA AMS. (2011). National fruit & vegetable retail report. Retrieved from http://www.ams.usda.gov/mnreports/fvwretail.pdf
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Identify Superfoods Consumer
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Who is the Superfoods Consumer?
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What Drives Superfoods Purchasing?
Biltekoff, C. (2011). Consumer response: the paradoxes of food and health. Ann. N.Y. Acad. Sci., 1190. 174-178. doi:10.1111/j.1749-6632.2009.05268.x
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Make Healthy Eating Easy!
Photo Credit: http://www.healthyrevelations.com/blog/wp-content/uploads/2009/12/eating-healthy.jpg
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Urala, N., Schultz, H., & Spinks, J. (2011). Consumer perceptions of “functional foods” in the United States. J. of Food Products Marketing, 17, 407-419. doi:10.1080/10454446.2011.583181
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Understand
Current Trends
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Photo Credit: http://yankeegalscafe.com/wp-content/uploads/2011/03/out-sick.jpg
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Each Year, Healthier Diets Could Prevent Up To $71B:
• Medical Costs• Lost Productivity• Disability• Premature Deaths
Frazao, E. (1999). America’s eating habits: Changes and consequences. Retrieved from http://www.ers.usda.gov/Publications/AIB750/
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heart disease, cancer, stroke
Frazao, E. (1999). America’s eating habits: Changes and consequences. Retrieved from http://www.ers.usda.gov/Publications/AIB750/
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Processed Food Dependency
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Balch, P. A. (2003). Prescription for dietary wellness. (Second ed.). New York, NY: Avery
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Product Advertising %
Prepared Convenience 23.5%
Sugar Based Snacks 13.2%
Cooking Products/Seasoning 10.3%
Food Beverages 8.8%
Soft Drinks 8.6%
Dairy & Eggs 7.5%
Meats & Fish 4.0%
Produce 1.9%
Bakery Goods 5.5%
Processed Foods 64.4%
Superfoods 18.9%
Advertisers spent
$7B on food
marketing. Selling
processed foods is
a priority!Gallo, A. E. (1999). Food advertising in the US. Retrieved from
http://www.ers.usda.gov/publications/aib750/aib750i.pdf
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Sloane, A. E. (2008, 2010). The top 10 functional foods trends. Food Technology.
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Trend: Drinks
Photo Credit: http://media.photobucket.com/image/bare%20naked%20superfood%20juice/Suzanne57/athome%25202008/aa-martini-3.jpg
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Trend: Supplements
Photo Credit: http://iconicnutra.com, http://2.bp.blogspot.com/_aHVKbnZ-sGA/TSrSmEppjeI/AAAAAAAAADs/Q9fNsUC1Abc/s1600/superfoodRender.jpg
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Trend: Pet
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Nyholm, C. B. (2007).European countries ban marketing of "Superfoods.” Retrieved from http://www.associatedcontent.com/article/291732/european_countries_ban_marketing_of.html?cat=5
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Recommend
Sales Strategies
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Cosmetic Foods anti-aging
Healthy Hairhttp://www.webmd.com
Dark Green VegetablesBeansNuts
PoultryEggs
Whole GrainsOysters
Low Fat DairyCarrots
Glowing Skinhttp://www.webmd.com
Low Fat DairyBerriesPlums
WalnutsFlax SeedOlive Oil
Whole GrainsTurkey
Nuts
Photo Credit: http://en.sial.fr/ExposiumCms/cms_sites/SITE_508003/images508003/logo_food_beauty.jpg, http://www.nyofficelady.com/wp-content/uploads/2010/11/healthy-hair.jpg
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Food Medicine: Nutraceuticals
Boosting Immunity
http://online.prevention.com/flu_immunity/list/1.shtml
YogurtOats
BarleyGarlicFish
ChickenTeaBeef
Sweet PotatoesMushrooms
Healthy Blood Pressure
http://www.mypyramid.gov
Sweet PotatoesWhite Potatoes
BeansTomatoes
Beet GreensSoybeans
Lima BeansWinter Squash
Spinach
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Medical Related Diets
Dairy-freeGluten-free
Low FatLow Sodium
SoySugar Conscious
VegetarianWheat-free
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Sell
Sloane, A. E. (2010). The top 10 functional foods trends. Food Technology. Retrieved from http://sloantrend.com/Documents/2010-04%20IFTFunctional%20Food%20Trends.pdf
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Sell By
Nutralite Health Insitute. (2010). America’s phytonutrient report: Heart health by color. Retrieved from http://thecoloringbook.opportunityzone.com/
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Photo Credit: http://www.hometownseeds.com/images/Carrot%20Seeds,%20Purple%20Haze-Vegetable%20Seeds.jpg
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Photo Credit: http://msnbcmedia1.msn.com/j/ap/whole%20foods%20health-818374907_v2.grid-6x2.jpg
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Sell By• 58% consumers buy for
new/improved recipes
• 37% seek new flavor combinations
• 30% desire improved taste & flavor
• 18% want fresh taste & texture
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Sloane, A. E. (2010). The top 10 functional foods trends. Food Technology. Retrieved from http://sloantrend.com/
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Sell By
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Sell By
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Sell By
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Sell with
Photo Credits: http://www.ubbcentral.com/store/item/img-large/old-vintage-tin-sign-drink-milk-farm-dairy-original_260813538901.jpg http://greenrightnow.com/wp-content/uploads/2007/09/tomatoes-with-signs.jpg, dianejulia.com/WholeFoods.html
Eat Your Vitamins!
Rich in Vitamin C!
Keep Simple!
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Sell with• Get Mapped at Google.com• Get on YellowPages.com• List on Local Harvest.org• List on Virginia Grown• List on Virginia Tourism• Brochure (focus health)• Biz Cards• Call the Newspaper (Food/Living Columnist)
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What We Learned• Superfoods (SF) Market Booming
• Consumer SF Education Vital
• Current Trends Promote SF Sales
• Emphasize SF to Sell More
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Photo Credit: http://www.zerofrictionfatlossx.net/images/eating.jpg
Start Selling Superfoods!
Theresa J. Nartea Marketing & Agribusiness Extension Specialist, Virginia State University Petersburg, VA
804-524-5491 [email protected]
Be Healthy
& Thank
You for Listening!