superfoods consumer final
TRANSCRIPT
Selling
Theresa J. NarteaMarketing & Agribusiness Extension Specialist
Virginia State University-Petersburg, VA
Successfully
• Define Superfoods Market
• Identify Superfoods Consumer
• Understand Current Trends
• Recommend Sales Strategies
Our Learning Objectives
Define Superfoods Market
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
• 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
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.
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
Identify Superfoods Consumer
Who is the Superfoods Consumer?
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
Make Healthy Eating Easy!
Photo Credit: http://www.healthyrevelations.com/blog/wp-content/uploads/2009/12/eating-healthy.jpg
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
Understand
Current Trends
Photo Credit: http://yankeegalscafe.com/wp-content/uploads/2011/03/out-sick.jpg
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/
heart disease, cancer, stroke
Frazao, E. (1999). America’s eating habits: Changes and consequences. Retrieved from http://www.ers.usda.gov/Publications/AIB750/
Processed Food Dependency
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Balch, P. A. (2003). Prescription for dietary wellness. (Second ed.). New York, NY: Avery
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.
Trend: Drinks
Photo Credit: http://media.photobucket.com/image/bare%20naked%20superfood%20juice/Suzanne57/athome%25202008/aa-martini-3.jpg
Trend: Supplements
Photo Credit: http://iconicnutra.com, http://2.bp.blogspot.com/_aHVKbnZ-sGA/TSrSmEppjeI/AAAAAAAAADs/Q9fNsUC1Abc/s1600/superfoodRender.jpg
Trend: Pet
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
Recommend
Sales Strategies
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
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
Medical Related Diets
Dairy-freeGluten-free
Low FatLow Sodium
SoySugar Conscious
VegetarianWheat-free
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
Sell By
Nutralite Health Insitute. (2010). America’s phytonutrient report: Heart health by color. Retrieved from http://thecoloringbook.opportunityzone.com/
Photo Credit: http://www.hometownseeds.com/images/Carrot%20Seeds,%20Purple%20Haze-Vegetable%20Seeds.jpg
Photo Credit: http://msnbcmedia1.msn.com/j/ap/whole%20foods%20health-818374907_v2.grid-6x2.jpg
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/
Sell By
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Sell By
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!
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)
What We Learned• Superfoods (SF) Market Booming
• Consumer SF Education Vital
• Current Trends Promote SF Sales
• Emphasize SF to Sell More
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!