Organics Market Intelligence. Carla Ogeia GNPD Consultant - Mintel Custom Solutions 17th May 2006 . Today’s presentation. Market drivers Market size Market segmentation Consumer typologies Supply & distribution New claims Advertising & promotion Main trends New product introductions
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Carla OgeiaGNPD Consultant - Mintel Custom Solutions17th May 2006
Reticents: more men than women, under 35s, AB/ABC1 families with kids aged 5-15. Read broadsheets and use the Internet.
Taste is important, they will pay a premium, but need convincing why they should buy organic.
Dismissives: Retired DEs. Read popular tabloids and watch TV 5+ hours/day.
View organic as overpriced, high level of disinterest.
Price Deterred: ABC1 families. Target via mid-market tabloids and in-store promotions.
Too expensive- would buy more if cheaper – need to understand difference between organic and ‘natural’.
Safers: ABC1 families with young children or third agers. Target via mid-market tabloids and broadsheets.
Costs are a key consideration although this group will turn to organic produce when food safety issues are under scrutiny eg BSE.
Fans: more women than men, 55-64s, ABs. Target via broadsheets and women’s lifestyle magazines.
Health is a priority but superior taste and food safety is also important. Lack of availability biggest deterrent.
Source: Nielsen Media Research//Mintel
Welch Foods’ Organic 100% Concord Grape Juice, USA
A Dohrn & A Timm’s Bioness Organic Vegetable Juice with Sea Salt, Germany
Yeo Valley Organic Fresh Skimmed Milk, UK
Mack & Schühle’s Bio Inzolia, organic white wine from Sicily with 12% ABV, Germany
Neumarkter Lammsbräu Weisse, organic alcohol free wheat beer, Germany
Lyme Regis Foods’ Kidz Organic Fruit Bar, said to have 70% more fruit than before, and be free from added sugar, preservatives, wheat, gluten and dairy, UK
Organix’s Goodies, Organic Fruit Dippers said to be ideal for lunchboxes, containing no added sugar, UK
Annie’s Homegrown Mac & Cheese, made with organic pasta, USA
Hipp Biologico Taan Grande, organic prepared meal, Spain
Hipp Organic Toddler Meal range, including Spaghetti Bolognese, UK
Del Monte Foods’ Organic Vegetables range, including Whole Kernel Corn and Sweet Peas, USA
Sainsbury’s So Organic Spaghetti, said to have a low GI, UK
Rachel’s Dairy organic bio-live Wicked Wholemilk yogurts, with indulgent flavours, UK
Pur Natur’s Omega 3 Yogurts, organic natural yogurts enriched with omega 3, Spain
Kettle Chips’ Organic potato crisps, with sea salt and crushed black peppercorn, UK
Fresh Body Market’s Strawberry Milk Bath, made with organic coconut milk, USA
Matron Products’ Bio Handwash Gel, said to kill MRSA, MSSA, salmonella, E.coli and streptococcus, formulated with organic aloe vera, UK and Ireland
Harbor’s Oliva Cosmesi, a range of body & bath products formulated with organic olive oil, including shampoo, bath foam, soap and body lotion, Italy
Primavera’s Aromatherapy Prima Naturelle fragrance range, made from plant based organic ingredients, UK
Original Additions’ Wax Away, mini wax strips formulated with organic lavender, UK
Yarrah Organic Pet Products’ Organic Dog Food, said to be 100% organic, UK