Certified Organic Associations of British Columbia Outline Todays - - PowerPoint PPT Presentation
February 2009 Certified Organic Associations of British Columbia Outline Todays organic consumer Relevant trends to be aware of Demographics Wellness Lifestyle Knowledge Supply side trends Changes in
February 2009
Today’s organic consumer Relevant trends to be aware of
– Demographics – Wellness – Lifestyle – Knowledge – Supply side trends – Changes in consumer demands
Staying relevant to consumers
– Leveraging brands – Tomorrow’s organic consumer
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Source: Angus Reid Strategies, Feb 2009
48% 32%
19% Frequency of Shopping for Organic/Natural
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16% 3%
Always Often Sometimes Rarely/Never
Source: Angus Reid Strategies, Feb 2009
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Source: Natural Marketing Institute
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Expenditures by Age Group
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Source: University of Alberta
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When shopping for your household’s groceries, how important is it that you seek
45%
Locally produced / processed food Natural food without preservatives
36%
Fair trade foods, guarantees farmers are paid a fair price Organic foods
19% 25% 36%
Source: Angus Reid Strategies, Feb 2009
% Paying More Attention When Shopping
Locally produced / processed food Natural food without
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preservatives Fair trade foods, guarantees farmers are paid a fair price Organic foods
Source: Angus Reid Strategies, Feb 2009
Local foods: – There is a local food movement (locavores) taking off. – Consumers believe eating local is healthier, better for the environment, and better for the economy. – It’s a way to address food and nutrition concerns along with concerns about the environment. We see this manifesting itself in:
– The definition of what ‘local’ is can be a challenge. Is it within 100 km? Within BC? Within Canada? Consumers want to get in touch with their food…a reversal to the past where locally grown, seasonal food was eaten. A movement away from fast, processed, packaged food.
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There are certain expectations when it comes to organic foods companies that consumers have. – Environmentally/socially responsible (recyclable packaging, reduced carbon imprint, giving back to communities and charities, fair trade) – Corporate values that align with what they are promoting – Treating employees with respect There are different levels of how authentic an organic brand is perceived to be. A genuinely organic brand is: – A small company, – local, – established as a organic/natural foods producer from day one (rather than capitalizing on recent trends), – a company that ‘walks the walk.’
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Mass Produced Stimulate Taste Buds “Without” Food Foods That Add Health Back to Basics Quantity High fat Low fat Probiotics Organic
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Quantity & Pre- packaged High fat High salt High sugar Low fat Sugar free No artificial flavour Probiotics Added Calcuim With ginseng Organic Local Authentic
Organic and natural food market is no longer niche. – Major manufacturers are producing organic foods (‘Big’ Organics) or are acquiring organic companies.
Organic Ritz and Wheat Thin Crackers, Organic Raisin Bran, Rice Krispies, Mini-Wheats, etc. This results in consumers…
– Questioning the validity of organic/natural claims – Rejecting certain brands based on dislike for parent company
As the organic/natural/local/fair-trade food movement shifts more mainstream, the focus should be on making the products accessible and affordable for the average grocery buyer.
– The hard-core natural/organic buyers are willing to go out of their way to seek out
buyers do not.
Increasing visibility at traditional grocery stores is the key to targeting new Increasing visibility at traditional grocery stores is the key to targeting new and casual organic buyers.
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Where do you do the bulk of your household’s grocery shopping? (Often/always organic food buyers)
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Source: Angus Reid Strategies, Feb 2009
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How does it make the consumer feel?
Optimism, aggressiveness Like a champion
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How it is different?
On-court basketball shoe High-tech design delivers comfort and endurance Optimism, aggressiveness
We strongly encourage the inclusion of each of these types of product attributes and benefits in brand ratings. In our experience, emotional reactions and connections are often underrepresented relative to their power in driving share
Neuroscientist V.S. Ramachandran
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Feelings Personality Functional
Important: 84%
How important is it that the
be certified as truly organic by a third party?
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Source: Angus Reid Strategies, Feb 2009
Certified Organic
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Source: Natural Marketing Institute
I feel better about myself because I purchase organic
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Organic is good for me
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To differentiate from ‘big organics’ and to be endorsed by long-standing
live and breathe it in every part of the company. The payoff? – Be embraced by these educated and aware long-standing organic consumers who in turn become brand champions. – Develop a loyal user base through high quality products – differentiated from pseudo-organic products.
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