The Kosher Marketplace Prepared By Welfeld PR Agency. The Global Kosher Marketplace A Story of Growth. Kosher Food is a $12 billion industry. Sustained 15% growth rate year over year. More than 500,000 products are certified kosher. Over 2,500 new products certified kosher each year.
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The Global Kosher MarketplaceA Story of Growth • Kosher Food is a $12 billion industry. • Sustained 15% growth rate year over year. • More than 500,000 products are certified kosher. • Over 2,500 new products certified kosher eachyear. Source: Mintel Market Research, “Kosher Foods Market – US Report,” March, 2003
Who Buys Kosher ? • Kosher observant Jews • Muslims and Seventh Day Adventists • General consumers who believe kosher is safer / healthier / better • Vegetarians / Vegans • Dietary Restrictions – for example: Lactose, Shellfish and Gluten Intolerant • Health/safety conscious consumers Nearly 80% of All Kosher Food Sales are Outside of the “Traditional” Jewish Market!
Kosher Consumer Purchasing Behavior • 58% of consumers buy kosher because they keep kosher occasionally • 55% of consumers buy kosher because they believe kosher food products are safer and healthier • 38% of consumers buy kosher because they want vegetarian products • 24% of consumers buy kosher because they want dairy-free products • 16% of consumers are looking for halal products and therefore buy kosher products • 15% of consumers keep kosher all the time
Choosing a Certifier – The OU Advantage! Summary of WAC Study • For millions of consumers, OU kosher signifies accountability, acceptability and quality. • According to the New York Times, getting a kosher certification is “a shrewd way for a company to gain market share for a minimal investment.” No kosher certification conveys the message, or can gain your company greater market access, than the Orthodox Union. • The OU, one of the world’s best-known trademarks, immediately and universally enhances a company’s products, affecting the perception of its quality, and increasing its marketability. • A recent study conducted by WAC Survey and Strategic Consulting reveals OU leadership
Summary of Findings from WAC Survey • The overall rating of OU certification is significantly higher than for any other kosher certification symbol. • OU Universal strengths are: * Largest Kosher Certification Organization * Most Widely Accepted Certification * Most Reliable Certification * Leader In The Field * Most Respected • Best known, most widely purchased • By a 3 to 1 margin, OU is the symbol most often found on the food purchased by respondents. • By a 2 to 1 margin, OU is the symbol that comes to mind when a respondent thinks of kosher certification. • By a 2 to 1 margin, OU is the symbol respondents would select as their first choice to purchase.
Summary of Findings from WAC Survey • The Power Of Kosher Certification • 82% can recognize a kosher certification symbol • 66% usually choose to buy a product with a kosher certification symbol • Six of 10 who don’t buy store brands would do so if it had a preferred kosher certification symbol. • There are many faces of the kosher consumer who purchase kosher because: • Feels • Kosher products are ‘better for you’ • Safer • Cleaner • Link to Natural/Organic products • Based on need • Lactose free • Gluten free • Vegetarian • There is great demand among kosher consumers for more variety, broader selection
Summary of Findings from WAC Survey • OU is consistently perceived to be the leading kosher symbol on all of the important consumer marketing and positioning criteria: • awareness, • reliability, • trust, • familiarity • purchase interest • Respondents express that the OU symbol communicates and stands for (i.e., has ‘equity’ in) critically important images and attributes: • “certified kosher,” • “reliable,” • “trustworthy” • ‘‘from the Orthodox Union’’ • “high quality standards”
Top of mind Most reliable Bought most often First choice Largest certification organization Most widely accepted The Standard for reliability Leader in its field Most respected Most personally trusted Covers broadest range of products Most comfortable with Superior information Makes easier to make brand choices Trendsetter in serving users Motivates me to buy products advertised Stands for high quality Goes beyond certifying food products as kosher Cleanest products Safest products Best tasting products Stands for the most healthy products Freshest products OU Ranked Highest on All Measures and Attributes
Who is Buying Kosher? • A closer look at who buys kosher and why the OU symbol rates highest • Ultra-religious • Core (i.e., year round kosher observance) • Fringe (i.e., buy kosher food on occasion/holiday kosher observance) • Crossover (i.e., non-Jewish who sometimes buy kosher food products) • Lactose Intolerant • Muslim • Health Conscious
Who is buying kosher? • Ultra-Religious • OU comes to mind most when asked to name a kosher certification • By a 3 to 1 margin, OU is the symbol most often on the food purchased • “routine/habit,” “easy,” “superior quality” and “only one available” • By a 2 to 1 margin, OU is the first choice to purchase • “reliable/trusted” • OU is the symbol with the greatest purchase interest • A kosher certification is of the utmost importance with a rating 10 (scale of 1-10) • Average weekly food spend: $220
Who is Buying Kosher? • Core (Buy kosher food year round) • OU is the symbol that comes to mind most when asked to think of kosher certification • By a 5 to 1 margin, OU is the symbol most often on the food purchased by Core respondents • “easy,” ‘routine/habit,” “only one available” and “easy” • By 4 to 1 margin, OU is the first choice to purchase • “it’s reliable/trusted” and “familiar” • OU is the symbol with the greatest purchase interest • A kosher certification is extremely important to Core respondents with an average rating of 9.3 ( 1 - 10 scale) • Average weekly food spend: $158
Who is Buying Kosher? • Fringe (Buy kosher food on occasion) • OU is the symbol that comes to mind most when a Fringe respondent is asked to think of kosher certification • By a 2 to 1 margin: most often on the food purchased • “easy,” ‘routine/habit,” “superior taste” and “superior quality” • By a 9 point margin, OU is the first choice to purchase • “it’s familiar,” “high quality standards,” “easy to find,” and “indicates kosher” • OU is the symbol with the greatest purchase interest • A kosher certification is moderately important with a rating of 6.5 (1 to 10 scale) • Average weekly food spend: $96
Who is Buying Kosher? • Crossover (Non-Jewish, sometimes buy kosher food) • OU comes to mind most • OU among most frequently purchased • “superior taste,” and “superior quality” • OU is a first choice for purchase because it is “familiar” • OU is the symbol with the greatest purchase interest • Average weekly food spend: $63
Who is Buying Kosher? • Lactose Intolerant • More than 2 to 1, OU comes to mind when asked to think of kosher certification • 6 to 1 most often on food purchased • “superior quality,” “easy,” ‘routine/habit,” “only one available” and “superior taste” • 2 to1 the symbol would select as first choice because it is “reliable/trusted” and “familiar/recognizable/well known” • Kosher certification is fairly important to this group with a rating 7.5 on a scale of 1-10 • Average weekly food spend: $173
Who is Buying Kosher? • Muslim • OU among the symbols that comes to mind most when asked to think of kosher certification • “superior taste,” “superior quality,” “easy,” “makes me feel good” and “routine” • OU a first choice • “reliable,” ‘familiar,” “good quality” and “certified by a rabbi” • The overall opinion of OU certification (Excellent to Poor) is higher than for any other certification symbol • A kosher certification is of fairly importance with an average rating of 7.6 on a scale of 1-10 • Average weekly food spend: $113
Who is Buying Kosher? • Health Conscious (some respondents in all previous categories also identified as “health conscious”) • More than 2 to 1 OU comes to mind when asked to think of a kosher certification • More than 3 to 1 OU is the symbol most often on the food purchased • “superior quality” “easy” “routine/habit” “superior taste” • More than 2 to 1 OU is the symbol would select as first choice because it is “reliable/trusted” and “familiar/recognizable/well-known” • OU symbol communicates “authentic” • Kosher certification is fairly important with a of rating 7.2 on a scale of 1-10 • Average weekly food spend: $113
About the OU • The OU Certifies over 500,000 products worldwide, manufactured in 6,000 plants located in 83 countries around the globe. • 55 Rabbinic Coordinators serve as account executives in the OU New York headquarters. • Over 400 Rabbinical Field Representatives around the world authorizing kashrut certifications.
Choosing a Certifier – The OU Advantage! “Universally Recognized & Respected As The Good Housekeeping Seal of Approval” • Forbes Magazine – “If you want to know if your food is kosher, you can look for the Orthodox Union’s OU symbol.” • Wall Street Journal – “Often labels will sport an ‘O’ with a ‘U’ inside. This is the stamp of approval of the largest kosher-certification body, and basically means there’s no need to read the label….” • New York Times – “ Triaminic, cough syrup receives coveted seal of approval from the Orthodox Union.”
Appendix 1 The following slides highlight key results from the research
Reasons OU is first choice(percentages) The OU certification symbol is a first choice primarily due to trust (particularly among the Core group), and familiarity (among all groups)
Statements describing symbols: OU (average on 1 to 10 scale)The OU symbol is highly rated on key attributes (trust, wide acceptance, THE standard) and most favorably by the Core group
Reasons buy products with symbols/Function the symbol on the product fulfills (percentages)
Annual Buyer Worth Average Basket Ring +47% Traditional Kosher buyers are highly valuable shoppers throughout the year Kosher buyers tend to be the retailer’s most valuable customers Source: Cannondale Associates ShopperGenetics® Analysis, 2006
Importance of the certification symbol on food (average on 1 to 10 scale)As expected, importance of a certification symbol varies by group
11 Broadway New York, NY 10004 www.OUKosher.org For More Information Please Contact Rabbi Eliyahu Safran V.P. of Communications and Marketing email@example.com 212-613-8115 Phyllis Koegel New Business Development firstname.lastname@example.org 212-613-8237