superfoods consumer final

Selling

Theresa J. NarteaMarketing & Agribusiness Extension Specialist

Virginia State University-Petersburg, VA

SuperfoodsSuccessfully

• 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

The Market• Media driving Superfoods popularity

• 75% of US shoppers value & buy food for health maintenance

• Halo Effect of “Superfood” Labels

Superfoods

Business 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?

•Young Adults (18-24) • Organics Purchaser• Local/Natural Purchaser• Food Allergy Sufferers• Older Adults (40+)• Mothers of children 0-18

What Drives Superfoods Purchasing?

• Extend Health & Improve Life• Be Attractive• Lose Weight• Improve Performance• Demonstrate Knowledge • Status

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

Many Consumers Need Help

85% of Americans are still unaware or

confused about “functional foods”

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/

The Importance of Diet• The Deadly 3

~ ½ of U.S. Deaths• Diabetes• Hypertension• Obesity

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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American diet is composed of

processed foods.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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Obesity Epidemic & Weight Loss

• 52% Adults Try to Lose Weight

• 34% Youth (12-17) are Dieting

• Highest Obesity Rates

• 40+ Black & Hispanic Women

• 1 of 3 Kids Overweight Sloane, A. E. (2008, 2010). The top 10 functional foods trends. Food Technology.

Trend: Drinks Superfoods

Photo Credit: http://media.photobucket.com/image/bare%20naked%20superfood%20juice/Suzanne57/athome%25202008/aa-martini-3.jpg

Trend: Supplements Superfoods

Photo Credit: http://iconicnutra.com, http://2.bp.blogspot.com/_aHVKbnZ-sGA/TSrSmEppjeI/AAAAAAAAADs/Q9fNsUC1Abc/s1600/superfoodRender.jpg

Trend: Pet Superfoods

• European Union Banned Superfoods Labeling

• Superfoods Labeling Not Regulated in U.S.

Superfoods Labeling Issues

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

Selling Superfoods is more than about

making money if you are an ethical

marketer.

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 GrainsTurkeyNuts

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

ChickenTea

BeefSweet Potatoes

Mushrooms

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 NEW, UNIQUE

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 COLOR

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

You know how to grow carrots…Try to grow a different, new color!

Photo Credit: http://msnbcmedia1.msn.com/j/ap/whole%20foods%20health-818374907_v2.grid-6x2.jpg

Arrange by Color!

Sell By• 58% consumers buy for

new/improved recipes

• 37% seek new flavor combinations

• 30% desire improved taste & flavor

• 18% want fresh taste & texture

TASTE

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Sloane, A. E. (2010). The top 10 functional foods trends. Food Technology. Retrieved from http://sloantrend.com/

Sell By VALUE PRICING

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Sell By CARING

Sell By TEACHING

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Sell with SIGNS

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)

WEB & P.R.

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 tnartea@vsu.edu

Be Healthy

& Thank You for

Listening!