美国有机产品、市场趋势和消费者教育 有机生产标准和技.pdf
U.S.Organic Products,Market Trends&Consumer EducationChristine BushwayCEO/Executive DirectorOrganic Trade AssociationMay 27thBiofach ChinaWhat to Expect Today.?OTAs 2009 U.S.Organic Market Review?High,medium&low growth organic product categories?Product availability?Key organic consumer trends in the U.SOTA 2010 Organic Industry Survey?The most accurate and comprehensive quantitative picture of the organic industry availableThe report includes organic food and non-food sales and growth figures.Category and sub-category data,trends and forecasts for the fastest growing sector of the food industry.Market Review 2008?The growth rate for organic food products in 2008 was 15.8%.?Organic food now accounted for 3.5%of all food products sold in the U.S.and reached 23B(USD).?The fruit and vegetable category accounts for the largest portion of organic food sales,37%of total organic food sales in 2008.?The second largest categories are beverage and dairy,representing about 15%each.?The strongest growth in 2008 is in the categories of breads and grains(35%over 2007)and beverages(32%).2009 U.S.Organic Market ResultsTotal U.S.Organic S ales and Growth,2002-2009 Category 2002 2003 2004 2005 2006 2007 2008 2009 Organic Food 8,635 10,381 12,002 14,223 17,221 20,410 23,607 24,803 Growth 17.3%20.2%15.6%18.5%21.1%18.5%15.7%5.1%of Total Organic 95.9%95.9%95.5%95.0%94.8%94.5%93.5%93.2%Organic Non-Food 365 439 562 745 938 1,182 1,649 1,800 Growth 20.3%28.0%32.6%25.9%26.0%39.5%9.1%of Total Organic 4.1%4.1%4.5%5.0%5.2%5.5%6.5%6.8%Total Organic 9,000 10,820 12,564 14,968 18,159 21,592 25,256 26,603 Growth 20.2%16.1%19.1%21.3%18.9%17.0%5.3%Source:Organic Trade Associations 2010 Organic Industry Survey conducted 1/21/2010 3/3/2010.2009 U.S.Organic Market Results U.S.Organic Food Sales by Product,2009 S ource:Organic Trade Associations 2010 Organic Industry S urvey conducted 1/21/2010 3/3/2010.2009 U.S.Organic Market Results Organic Food Sales by Channel,2009 Channel 2009 National Natural Grocery Chain 5,010 Regional Natural/Health Food 4,514 Mass-market Grocery 10,392 Club/Warehouse S tore 1,711 Mass Merchandiser 1,389 Farmers Market/Co-op/C S A 719 Internet 446 Mail Order 99 Boutique/S pecialty 273 Direct Export 248 Total Organic Food 24,803 S ource:Organic Trade Associations 2010 Organic Industry S urvey conducted 1/21/2010 3/3/2010.2009 U.S.Organic Market Results U.S.Organic Non-Food Sales by Product,2009 S ource:Organic Trade Associations 2010 Organic Industry S urvey conducted 1/21/2010 3/3/2010.U.S.Organic Food Retail Sales Forecast Looking StrongOrganic companies report upbeat in earningsReleasing its second quarter results for the period ending April11,Whole Foods Market,the largest US organic retail chain,reported that its sales had increased by 13 percent,the best results reported in several years.Meanwhile,UNFI,the largest distributor of organic products,reported second quarter earnings ending Jan.30 had increased by 15 percent.Product Category Growth Trends?High?Fruit&Vegetables?Supplements?Pet Food?Medium?Meat,Poultry&Seafood?BeveragesMarket Update Trends in the U.S.?Local,regional,direct to consumer?Private label and store brand organicMarket Update Local,Regional,Direct to ConsumerMarket Update Local,Regional,Direct to Consumer?Interest in organic seeds skyrocketed in 2009?Johnnys Selected Seeds,based in Winslow,ME,reported higher demand and sales in 2009.“Our seed business is up 50 to 55 percent overall,with organic seed sales up 37 percent over last year”White House GardenUSDA Garden and Farmers MarketOrganic Retailer Increase Market Share$millions*52 weeks ending September 6,2008 and 52 weeks ending September 5,2009.2,2101,1632,279916BrandedPrivateLabel20082009FDMx Sales of Organic Food&Drink Branded vs.Private LabelSOURCE:MINTEL“Organic Food and Drink Retailing U.S.Report 2009”produced in collaboration with SPINSMarket Update Private LabelConsumption of Organic Products in U.S.73%of U.S.Households with children report organic purchases in the last yearParents Are Motivated To Choose Organic Products For Health Reasons?The top three reasons parents cite for choosing organic products are health related:healthier for me and/or my children,to avoid highly processed foods and/or artificial ingredients and to avoid any effects of pesticides,hormones and antibiotics on children.To support thriving farms and rural communitiesThey are saferThey taste betterThey are fresher and/or more nutritiousAvoid highly processed foods/artificial ingredientsConcerned about effects of pesticides,hormones and antibiotics on childrenHealthier for me/childrenBase:Organic buyers(n=874)To enjoy new experiences and innovationSomething elseA health practitioners recommendationThey are reliably inspected and certifiedThey have a label I can trustA friends recommendationThey are better for the environmentParents Motivation To Choose Organic Varies By Product Category1.Healthier for me/my children 53%2.Avoid highly processed foods/artificial ingredients 40%1.Healthier for me/my children 39%2.Safer than other products 33%Organic FoodsOrganic PersonalCare Products 1.They are better for the environment 34%2.They are not made with anythingartificial or synthetic 29%Organic Fibers,Linens or ClothingWhy parents choose organics by categoryPresident Obamas Cancer Panel Report?The landmark report,“Reducing Environmental Cancer Risk:What We Can Do Now,”submitted to President Obama by Dr.LaSalle Leffall,Jr.,an oncologist and professor of surgery at Howard University,and Dr.Margaret L.Kripke,an immunologist at the M.D.Anderson Cancer Center in Houston.?The Presidents Cancer Panel Report released May 6,2010 recommends for consumers to choose food grown without pesticides or chemical fertilizers,antibiotics,and growth hormones to help decrease their exposure to environmental chemicals that can increase their risk of contracting cancer.?Thank you for your attention and interest in U.S.Organic products?Visit or our online 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